Founder and designer, WHiTENOOK
Elmo Su
Elmo Su, also known as Su Xin, founded WHiTENOOK in 2025. The brand describes its aim as a more essential treatment of materials and a timeless look, working with restrained shapes and textures. It is a recent addition to the line-up of Rakuten Fashion Week Tokyo, where it is listed as a participating brand.
Houses
Their runway, measured
37 looks in 1 showNext to every runway we track, Elmo Su's looks are lighter, more muted, more neutral and cooler.
Colours
- Black23%
- White · 3.4× the average16%
- Ivory / cream · 2.4× the average14%
- Navy · 2.4× the average10%
- Silver · 1.6× the average8%
- Denim blue · 3.1× the average8%
- Charcoal7%
- Sky / powder blue · 5.7× the average6%
Share of garment area across their looks; × is against every runway.
Colour and surface
- Lightness49/100lighter · all runways 39/100
- Colour saturation7.3more muted · all runways 12.6
- Neutrals76%more neutral · all runways 60%
- Warm hues44%cooler · all runways 70%
- Tonal looks24%less tonal · all runways 33%
- Colour-blockingΔE 37about average · all runways ΔE 35
- Surface texture3.86smoother · all runways 5.06
- Sheen0.039more matte · all runways 0.065
What sets them apart
Shapes, fabrics and details they use far more often than other designers, with a glimpse of the looks: one from each collection that wore it most.
- Denim6.3×Material
- Jeans5.9×Garment
- Exposed seams / deconstruction5.8×Detail
- Utilitarian5.7×Mood
- Genderless5.6×Style
- T-shirt5.2×Garment
- Loafers5.0×Footwear
- Workwear / utility4.9×Style
Silhouettes
- High-rise 62%3.4×
- Straight / tubular 57%1.4×
- Oversized 43%1.5×
- Boxy 32%2.7×
- Asymmetric 27%1.7×
Materials
- Cotton / poplin 68%2.1×
- Denim 51%6.3×
- Jersey 32%2.1×
- Wool / tailoring cloth 16%47% less
- Knit 3%86% less
Details
- Piping / contrast stitching 49%3.0×
- Exposed seams / deconstruction 30%5.8×
- Utility pockets 24%1.7×
- Raw / frayed hems 19%1.9×
- Lacing / ties 16%
Patterns
- Colour-block 14%2.4×
- Ombre / gradient 5%2.4×
- Stripes 5%
- Abstract stripe / brushstroke 3%1.5×
- Pinstripe 3%
Mood
- Austere 59%3.1×
- Serene 54%2.6×
- Relaxed 49%1.4×
- Utilitarian 41%5.7×
- Elegant 27%36% less
Era references
- 1990s 8%
- Victorian 3%
- 1970s 3%76% less
- 1950s 3%
From the AI tags on 37 of their looks. A designer is credited with a house's shows while they lead it; ×: how much more often than across all 25,892 measured looks.
