09/07/2026
Our brand new collection, A Founders Diary was shot in East Asia, Japan during May of 2026 and we will be releasing Part One, next Wednesday the 15th.
Rather than treating the trip as just a photoshoot location, this campaign turns Japan into the foundation of the story — a place that connects the brand’s past and current chapter whilst bringing you & the Étienne community on the Japan trip.
Étienne has previously released pieces inspired by Japanese style, so this trip became a physical return to that influence with you.
Through diary-style visuals, behind-the-scenes moments, handwritten thoughts, this campaign captures why we went to Japan, what we discovered there, and how each place shaped this collection.
It is known that if you actually see Mount Fuji when you arrive, you’re in luck. We arrived on the perfect day although anxiety was high most of this trip. The only reason we went on this trip was to shoot with Mount Fuji as our back drop and little did we know, we’d be in the middle of a typhoon whilst over there.
Lucky enough, the Typhoon came a few days after we shot.
In terms of the next collection, we will be restocking 2 of our best selling pleated shorts, with the standout piece being our all new Polo Knit.
Our Polo Knit is the perfect winter piece, it can be layered or worn on its own. Regardless it feels like you’re being hugged. It’s made with a warm, soft-touch wool-blend knit yarn for comfort structure and durability.
