Designer Keita Ogawa started working for United Arrows co. ltd in 1998, and has been engaged in sales at Crosson since then. He was promoted in 2001 and became sales director of Crosson Tokyo. In 2004, Ogawa met the leather craftsman Isamu Katayama Backlash. Backlash began to teach Ogawa the craftsmanship of leather making. When Blacklash began to sell its own products overseas, the two of them also began to cooperate with overseas tanners, and gradually developed high-quality leather garments. In 2009, Keita Ogawa left Blacklash and founded his own independent brand "Incarnation". Soon after, he moved to Florence and started a cooperation with Guidi. All the leathers of "Incarnation" come from Guidi. Pure leather quality is the top priority of Incarnation: "You are finally looking for the top leather, the most Fine detail production, the most classic design... The most perfect combination of these elements is Keita Ogawa's Incatnation."