WHEN WE WERE first introduced to Michiyo Shinohara — aka Shino, of the brand Shino NYC — by one of our beloved vendors, we were blown away by her work. Shino is a weaver who produces incredible textiles from her loom with amazing depth of color and pattern, no two ever exactly alike. But she then takes her woven textiles and combines them with other fabrics into cool, deceptively casual, highly wearable garments. The term “wearable art” might get overused, but it truly applies to Shino’s work.
Shino spoke with us about her process and background, and where she wants to take her brand—
How and when did you decide to start Shino NYC, and how do you define the focus of it?
I started out as a fashion designer and milliner in Japan, and later taught at a fashion university. Over time, I realized how much I love crafting with my own hands and kept learning new skills. When I moved to the U.S., I discovered weaving and began teaching myself more seriously just before the pandemic. I slowly started selling my work, and during the pandemic I gained confidence in my weaving style. That’s when I decided to grow Shino NYC into a business.
Do you do everything yourself — from the dyeing to the weaving and sewing — or do you have help or outsource any part of it?
Yes, I do everything myself because I enjoy learning and creating — it’s part of my ideals and the fun of my work. That said, I’m always open to finding coworkers who share the same passion for craft and can work with care and speed.
What is your approach to sourcing the non-handwoven fabrics you incorporate into your designs, such as the backs and sleeves of the pullovers?
I source fabrics mainly from the U.S., East Asia, and sometimes India. Lately it has been a bit challenging, but I do my best to find materials that complement my handwoven work.
Has your company always been in NYC?
Yes, Shino NYC has always been based in New York City. I create everything in a very slow, thoughtful way. ✌️
What’s the hardest thing you’re trying to do?
The hardest part for me is balancing the business side with my creativity. I love making, but I’m not naturally good at the business side.
What brings you the most excitement or sense of achievement?
What excites me most is when I’m able to create exactly what I imagined. It gives me a quiet sense of joy and achievement, even if no one else knows.
What do you wish more people knew about your brand?
I wish people knew that my work has been growing little by little, always improving in different ways. I’m happy when someone notices the progress and the changes.
What’s something you’ve learned about yourself and/or the business along the way, and where do you see Shino going — what's next for you and the brand?
I’ve learned that my business is somewhat of an outlier, different from others. But I believe it’s okay for someone like me to exist in this space. My focus is to continue empathizing with clients, keep learning, and share my slow-made work with those who appreciate it.
Thank you so much, Shino!
Scroll down or click here to shop our Shino NYC inventory.
[ Product photos © Made X Hudson; all others courtesy of Shino NYC ]
