Think Doublet is all about quirky designs and playful puns? Think again. Masayuki Ino’s genius lies in his ability to blend cutting-edge material innovation with thought-provoking themes, turning his creations into more than just fashion—they’re conversation starters. And his Fall 2026 collection, aptly titled “Air,” is no exception. But here’s where it gets intriguing: this isn’t just about whimsical balloon animal scarves or bubble wrap-inspired pieces (though those are undeniably fun). It’s about a bold statement on sustainability and the future of fashion.
Among the collection’s standout pieces were a sweater depicting a factory spewing gray clouds, a windswept suit adorned with leaves and newspaper clippings, and a T-shirt declaring love for Marge Dursley—yes, that Marge Dursley from Harry Potter, inflated to absurdity for her cruelty. But the real magic? The materials themselves. Backstage, Ino revealed the star of the show: a T-shirt made from CO2 captured directly from the air, developed by Japanese eco-material firm Plaisir Co. This fabric, with its unique texture akin to a blend of heavy cotton and linen, was used across multiple items, including suits. And if that’s not enough, he even dyed some pieces using exhaust fumes.
But here’s where it gets controversial: While the material is still in its experimental phase and challenging to work with, Ino insists it’s worth the effort. “Our brand may not be as big as others,” he said through a translator, “but it’s crucial that we highlight these innovations. If more people know about it, maybe more will use it, and we can make a real impact on the environment.” And this is the part most people miss: Ino doesn’t preach—he entertains. By presenting heavy topics in delightfully quirky ways, he ensures they stick with you. “Talking about serious issues directly can feel overwhelming,” he added, “but when you approach them with lightness, they become unforgettable.”
So, here’s the question: Is fashion’s role to merely entertain, or should it actively drive change? Ino’s “Air” collection suggests it can do both. But what do you think? Is this the future of sustainable fashion, or just a passing trend? Let’s debate in the comments!
