Horiyoshi III is a brand with dual heritage, from Yokohama, Japan and Los Angeles. Inspired by the Japanese tattoo artist of the same name, famous for his full-body tattoos, many of Horiyoshi's graphics are used in the new collection, both on display and hidden in the details, waiting to be discovered. That's a reference to the international constrasts in tattoo culture – in Japan tattoos are seen as being very personal to the wearer and not always worn publicly due to the cultural stigma attached. Whereas in the west, ink is a very present culture seen on all walks of life.

We saw James skating the bowls at Venice beach early last year; he was the dominant guy in the skate park, had the boldest tattoos and was pulling the biggest tricks

Dazed Digital speaks to Richard Johnson, chief operating officer of the brand, whilst showcasing a film of skater Jamie Quaintance, the face of A/W12's denim. A skateboarder, tattoo artist and sometime model, Quaintance's grandfather was one of the original Z-Boys, a group of skateboarders based in California in the mid-70s who built a cult following for their board style.

Dazed Digital: What inspired you to cast Jamie as the face of A/W12? How did you find him?
Richard Johnson: We saw James skating the bowls at Venice beach early last year; he was the dominant guy in the skate park, had the boldest tattoos and was pulling the biggest tricks. Even though we’re not specifically a skate brand, we instantly felt he embodied the Los Angeles spirit of the brand. When we showed him our new denim, he loved it and immediately made them his own by mixing it up with his punk, rockabilly style.

DD: How does he embody the Horiyoshi III spirit?
Richard Johnson: Sensei Horiyoshi has dedicated his life to mastering the art of tattooing and is, in a sense, striving to reach 'perfection'. This is the Japanese concept of Kokoro and defines a mindset, which James also embodies through his own dedication to the skateboard and tattoo culture he grew up with in Venice. Two different personalities from very different places but united by a their life philosophies.

DD: Tell us about the concept of the video...
Richard Johnson: The film is simply a day in the life of James, taking in a few of the places and the things he loves: his lifestyle. We wanted to get under his skin, tell his story, discover his influences and what makes him tick.