While flipping through the June issue of SOEN magazine, I came across a unique new brand.
Zaziquo?? In Japanese it was written as zajiko, which doesn’t mean anything per se, but it has quite the impact coming off the tongue. The brand was started in 2011 by designer Eriko Shimizu, and it evolved from being called “Zazi” to the now “Zaziquo”.
The name actually does have meaning, and it makes sense when you learn that Eriko’s raison d’etre is a traditional embroidery technique called “sashiko”. The technique came from the Tohoku Region in the North over 500 years ago, and Eriko is bringing it into the modern times with some punch and panache.
In Japan, “sashiko” is something that will invoke images of old ladies wearing their knitting hobbies, but Zaziquo’s work is clearly stylish and young, with many ideas for how the needlework can give something plain a punchy personality…