Director Responsibilities.
By the way, were you always interested in sports?
Morikawa: I'm rather fond of it. I was in the soccer club when I was a student, so I was close to "Hummel.
Q: Looking at "Basix" in recent years, I get the impression that there are more and more items with a sporty feel to them.
Morikawa: That is not the case, but we are certainly increasing the number of such items at Basics. I always feel that there is a strong interest in sports-oriented items among customers. It was during this time that you were approached by Hummel, and here you are today.
It seems that you have a connection with sports in some way. Did you approach them?
Morikawa: No, it was really a coincidence. I was asked out of the blue, and I wasn't sure why (laughs). (Laughs.) But I guess they must have seen my approach at Basix. I am very happy.
I have been the director since the 2025 AW season, and the 2026 SS season is the second season I have been in charge of the brand. Have your feelings changed between the last season and this season, or have there been any changes in the way you approach your craftsmanship?
Morikawa: I think these clothes are easy to sell. But how should we incorporate this into the clothes, what kind of approach is the public looking for... This installation came about as we were searching day by day for the right approach.
Hummel is known as a sports brand. However, it is mainly for men, and perhaps not so much for women. And when it comes to "HUMMEL O" is even less well known. How to reach such a demographic... It is not enough to simply pursue creation, but it is also necessary to work in detail, including marketing. Of course, this is not something that can be done overnight, and it took 4 to 5 years for Basix, so I would like to grow it little by little.
Christian Dada and Basics are both brands that Mr. Morikawa created from scratch. On the other hand, HUMMEL I think that HUMMEL O is based on HUMMEL's 100-year history, to which you have added your own essence. For Mr. Morikawa, who has been creating things from scratch, there must have been some difficulties, pains, and conflicts.
Morikawa: It is true that we approach fashion in different ways, but when a client chooses me for a job, I just stick to what I think is fashionable. I want to continue to pursue creations that only I can do, because it is no fun to do something that is cool no matter who does it. Of course, there are some conflicts, but that is the same for both Basics and Hummel It is the same for both Basix and HUMMEL O. However, at Hummel O, I am allowed to work more freely than you might think, and I am very grateful for that.
What is the future outlook for HUMMEL O?
Morikawa: I would like to increase the number of wholesalers over the next two to three years. The key is "name recognition. The first step is to expand recognition at all costs. Our goal is to open directly managed stores. Not only HUMMEL I would like to open a store that carries not only the HUMMEL O line, but also the entire HUMMEL line.
If we could create a spot that would serve as a hub where people could create something or experience something, I think we would be able to move up one or two more levels. I think that is my role and what I should be aiming for. There are many things to think about in order to achieve this goal.
There is a lot of room for growth.
Morikawa: It really is. But what we do is clear. HUMMEL It's no use using fabrics that have nothing to do with sports at HUMMEL O. I have to see how far I can take this new challenge by using my experience, knowledge, and ideas on the foundation of a sports brand. That's what it's all about.
In that sense, I think shoe development is interesting. As a sports brand, we definitely have the know-how, and by incorporating our fashion knowledge into that know-how, we can create a new type of shoes that will be loved by everyone. I would like to expand the brand by fully utilizing the strengths and privileges that only a sports brand can offer.
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