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Named after a bustling train station in designer Hogo Natsuwa's native Japan, AOYAMA ITCHOME is synonymous with whimsical, cheery fashion, understated detailing and effortless elegance. Natsuwa started as a freelancer for a Japanese fashion magazine before designing for an embroidering house and then for himself. Now a resident of France, Natsuwa launched his first line in 2001.