Explore Japanese Minimalism with Setsugekka


If you’re a fan of Japanese aesthetics, you may have already encountered the term Setsugekka. Popularized in the Edo era (1603-1867), the word combines three kanji characters – 雪月花, being Snow, Moon, and Flower. Together, they form a metonym representing the beauty of Japanese nature. The term originates in a Tang-era single-line poem by Bai Juyi: 「雪月花時最憶君」- “At the time of snow, moon, and flower, that is when I most remember you.” Within Japanese culture, these three natural images conjure up the three major seasons. Snow is winter, Moon is autumn, and Flower, spring (while Summer is ignored). Setsugekka became a favorite subject of ukiyo-e woodblock print artists; three-fold screens would each represent one of the seasonal themes.

A Setsugekka series by Hokusai.

These days, the concept of Setsugekka is even used within anime (Touken Ranbu) and video games (Final Fantasy XIV‘s samurai class), and is intrinsically related to the Japanese focus on seasonality in aesthetics. Now, a Miyagi Prefecture-based company is drawing from the theme to present customers with a collection of Japanese products based around the same minimalism often found in Setsugekka ukiyo-e prints.

Note: This post is sponsored by Setsugekka.

Items in the current Setsugekka collection.

Setsugekka: A Select Shop out of Matsushima

The theme of Snow, Moon, and Flower is reflected in the famed “Three Views of Japan,” canonical natural landscapes celebrated since the early Edo era. Within the three views, the dramatic Kyoto sandbar known as “heaven’s bridge” (Amanohashidate) represents Snow; Miyajima, the Hiroshima island upon which a famed half-submerged orange torii gate rests, represents Flower; and Matsushima, the Miyagi port with its famed collection of sheltering pine-tree laden islands, represents Moon.

So, it’s fitting that the venerable Matsushima-based Japanese sweets shop Shokado (松華堂) would choose “Setsugekka” as the name for its select shop. The products found therein are carefully chosen by Shokado’s owner to represent both Japanese aesthetics and the theme of “less is more.” Another theme the collection seeks to inhabit is that of Fueki Ryuko (不易流行); fluidity and immutability, the personal philosophy of famed haiku poet Matsuo Bashō.

The first Setsugekka exhibition, featuring the everyday items Shokado saw as representing Japanese aesthetics, was held in Antwerp in 2020. Despite a positive reception, the COVID-19 crisis caused the project to be shuttered for some years. It was uncertain if it would be restarted; thankfully, in 2023, Shokado has been able to revive Setsugekka, and is hosting three exhibitions in Paris, Antwerp, and London this month (January 2023).

The symbol of venerable Miyagi-based Japanese sweets brand Shokado.

Beauty in the Every-day

Setsugekka features hand-picked clothing, accessories, interior goods, and more. Their official website says that “zen” is another concept that the current collection has chosen to focus upon. Brands featured include apparel manufacturer IITO, embroidered jewelry by yuki onizuka, and wooden goods by yama no katachi.

IITO is a good representation of this concept. Under the umbrella of Ichibo, LTD., IITO is a Kumamoto-based apparel brand that completes every step of its clothing manufacturing domestically – something fairly rare in the Japan of today. IITO has a “70-year history of spinning yarn,” crafting simple, understated t-shirts and hoodies with a high-quality, soft feel. Just like the concept of Fueki Ryuko, IITO strives to create clothing that is fashionable and yet never goes out of fashion. Their dedication to high quality is reflected in their brand name: IITO, or “ii ito.” (いい糸, “good yarn.”)

In fact, as I type this, I’m currently wearing a MID AIR Zip Hooded Sweatshirt MOKU GRAY by IITO. The MID AIR branding denotes the wool yarn utilized in the manufacturing process, featuring more air introduced during the textile process and 26% more bulk than standard wool yarn. The fabric is extremely soft and lightweight – easily the nicest-feeling hoodie I’ve ever personally owned.

The author wearing a hoodie from IITO at Izumo Shrine, Shimane.

Where Craftsmanship and Minimalism Meet

For those interested in inserting a little Japanese minimalism into their daily life, the Setsugekka collection is well worth perusing. (And, if you happen to be in Antwerp on the day this article comes out, January 15th, you can still check out their pop-up exhibition at The Collector’s House from noon to six.) And the next time you’re appreciating some ukiyo-e, maybe take the time to see if you happen to encounter the old trio of Snow, Moon, and Flower.

The official Setsugekka English website can be found here. Their official Instagram account can additionally be found here.

A grey hoodie from IITO, featured in the Setsugekka collection.

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