At New York Comic Con, we met Jonathan Smith, Content & Events Coordinator for Bioworld. In his role, Jonathan supports the creative design, content, and event efforts for Atsuko, Bioworld’s direct-to-consumer anime brand. With each event, he and his team continue to push the boundaries of anime-inspired streetwear. They blend comfort, quality, and unique aesthetics. During our conversation, Jonathan offered a behind-the-scenes look at his work with Atsuko, his approach to design, and the importance of connecting with fans.

The Aesthetic of the Atsuko Brand

When asked about maintaining the brand’s distinct aesthetic and comfort, Jonathan highlighted that these values are central to Atsuko’s mission. “For us, that is our main drive,” he shared.

We make sure that the quality is there and follow our own aesthetic before anything else. It’s something we’ve been working really hard on over the past few years, and now we’re at a point where we can offer something new at every event.

Jonathan pointed to popular items like bags, socks, and outerwear that fans know and love. He notes that Atsuko also introduces new styles, such as skirts, to keep things fresh.

Atsuko’s designs are inspired by beloved anime characters, but with an original twist. When asked how he brings a unique perspective to these characters, Jonathan explained:

It’s a lot of assets, honestly, but it’s more about finding inspiration in who the characters are, their fits, and the colors fans resonate with. We apply that to our own design language and taste, creating something different from everyone else.

Jonathan’s creative process often draws from unexpected sources. For example, he mentioned a fan-favorite item inspired by Zoro’s jacket from One Piece. “It’s inspired by his style, but it’s not his exact jacket,” he explained. The piece, based on an 80s flight jacket Jonathan found at a thrift store, features a map lining and merges a futuristic feel with Atsuko’s vintage aesthetic.

Connecting with the Media and Fans

In selecting anime properties to work with, Jonathan explained that Atsuko’s approach is a mix of collaboration and internal direction.

Sometimes the license reaches out to us if they have something new they want to touch on, but for us, it’s about balancing OG properties that haven’t received as much creative attention, while also bringing in new series fans are excited about and that we’re enjoying ourselves.

This approach allows Atsuko to create items that feel both nostalgic and innovative. It appeals to a wide range of anime enthusiasts.

After four years of showcasing Atsuko at New York Comic Con and other conventions, Jonathan emphasized the importance of fan feedback. “The best thing about doing shows instead of just launching online is talking to fans and hearing their real reactions,” he said. “Some of that gets lost when you’re just launching on an e-commerce site, but being here is where we get some of our best ideas.”

Jonathan noted that fan feedback, especially about character lore and design preferences, plays a key role in inspiring future products. “Being at shows and hearing what fans think of the product, what they think would be cool to do—it always helps inspire us.”

With its commitment to quality, innovation, and engaging with fans, Atsuko continues to redefine anime-inspired streetwear. Through Jonathan Smith and the Atsuko team’s work, the brand has crafted a unique blend of creative designs that capture the essence of anime while standing out in the fashion world.