IMA:ZINE shows how stores should be in the future.

Localism and Independent spirit.

On September 16, a select store named "IMA:ZINE" opened in Nakatsu, Osaka. To be honest, Nakatsu, the town where the shop is based, is not a crowded place. Nevertheless, a long line formed in front of the store on the first day of its opening, and many people enjoyed shopping and celebrating the opening. The three men who launched this store were originally key figures in the Kansai fashion scene, each carrying a large signboard. Why did they decide to leave their business area and restart their business here in the middle of nowhere? And what is their commitment to select only what they want to sell, and not what is trendy? To find out what they think a store should be, we visited Nakatsu, Osaka.

Photo_Shimpei Hanawa
Text_Yuichiro Tsuji
Edit_Yosuke Ishii

The town of Nakatsu in Osaka is a residential area that retains its old-fashioned townscape, far from the image that the word "fashion" conjures up. Just walking along the streets, one can feel the daily life of the residents. There are houses, a school, and several stores. It is a quiet place without many pedestrians. Imagine" suddenly appeared in such a place, and on the first day of its opening in mid-September, there was a long line of people waiting to get in. That day marked the beginning of change in the town.

American casual and street brands are well placed, and among them are brands that two members of "Imagine" are involved in. However, there are no so-called "sellable brands" that are trend-conscious. Only what they believe in.

Atsuto Tani / Director, Buyer, Imagine
After working as a sales representative and press at "BEAMS" in the Kansai area, he moved to Tokyo in 2013. He worked as a buyer for the casual department and traveled all over the world. At "Imagine," he is in charge of direction and buying.

Fuyuki Inaba / Imagine Store Manager
He was a member of the famous "Loftman" staff for 14 years, serving as press and store manager at the famous "Loftman" store, which has seven locations in Osaka and Kyoto. His influence on the Kansai fashion scene is immense. He is one of the founders of "Imagine," where he is the manager.

Yuji Iwai, who worked for many years as editor-in-chief of "Kajikaji," a magazine that disseminates fashion and culture in the Kansai region; Atsuto Tani, who worked as a sales representative and press at "BEAMS" in the Kansai region and later as a buyer in Tokyo; and Fuyuki Inaba, a long-time press representative at "Loftyman," a leading select store in the Kansai region, came together to open this shop. Fuyuki Inaba, who has been working as a press representative for "Loftman," a leading select shop in the Kansai region, opened this store. They left behind the status and prestige they had built up in their respective fields and embarked on a new journey.

Why did they take this step? We asked Mr. Tani, now director of Imagine, and Mr. Inaba, now store manager, to share their thoughts.

I want to be a challenger, not a champion.

Congratulations on the opening of Imagine. Please tell us why you decided to open this restaurant in the first place.

valleyThat's better if Inaba speaks.

rice bladesTani was originally in the Kansai area as a press agent for "BEAMS" and I was also working as a press agent for "Loftman. We were rivals and often appeared in the magazine "Kaji-Kaji," and we competed with each other to see who would get the bigger article. After that, he was transferred to Tokyo as a buyer. That was about five years ago, right?

valleyYes, that's right.

rice bladesSo he worked hard all through the five years and came to visit me in Kansai once every six months or so. We would go out drinking together, and we always had heated discussions. (Laughs) At one of our meetings, we talked about how we wanted to do something together someday.

valleyOur representative, Iwai, was there with us.

It's a common story at the drinking table.

rice bladesMaybe so. At the time, it was just a conversation, but in my mind, it was a realistic conversation. We are all grown-ups now, and I thought it was the right time to take on a new challenge. I thought it was the right time to take on a challenge. Do we stay with "Loftman" or seek a new path? I thought I had only two choices.

So he chose the latter.

rice bladesYes, I did. I was simply excited at the thought of blazing a new trail. I wanted to be a challenger forever, not a champion. When I first discussed this feeling with Iwai, he immediately agreed with me. In my mind, I wanted Tani to be with me. That's why I went to Tokyo to persuade him to join us (laughs).

valleyIt was last summer, wasn't it? I had been with BEAMS for 13 years, and that was the most enjoyable time for me. I remember talking about wanting to do something together over drinks, but I thought it was just a pipe dream....

So Mr. Inaba's and Mr. Iwai's visit was a surprise to you.

valleyThat's right. But I was really taken by the expressions on their faces, or rather, I was captivated by them. To be honest, I don't remember what they talked about at that time, but it is true that I was moved by their serious attitude. At the time, all I could think about was doing my best at BEAMS. But the two of them gave me a different image of the future. As Inaba said earlier, if I wanted to try something new, now was the time to do it. I thought, "Now is the time to take on a new challenge.

rice bladesI knew that he was making steady progress as a buyer, so I did not want to force him to come here. Iwai and I wanted something more spontaneous. However, he responded to our feelings and said, "I'm going back to Osaka.

valleyOf course I thought about it a lot. But, you know, I thought that I would have no regrets even if I quit BEAMS. I had many things to reflect on, but zero regrets. I had arrived at this feeling without realizing it. I was able to work hard and enjoy my work.

The store can remain unfinished for a long time.

When did you start preparing for the three of you to be on the same starting line?

valleyIt was right after I quit the company, so it was like June of this year.

rice bladesWe opened within 3 months of starting preparations. That's the shortest time ever.

valleyI told them many times that we couldn't open in September (laughs). I went to the U.S. before it was decided that the interior would look like this and the fixtures would be placed here. I was buying while imagining what the store would look like after it opened.

Did you have a concept or vision in mind when you created the store?

valleyI work at BEAMS and Inaba works at Loftman. We wanted to blend our backgrounds in a well-balanced way. We both have things we want to do and brands we want to carry. But if we expressed all of our respective claims, it would end up being a mess. That's why we had a lot of discussions.

rice bladesEach of us has our own arguments, so we clash with each other. In the end, Iwai brings them all together (laughs). (Laughs.) He is an editor, so he balances things well from that perspective.

I see. So you have been able to edit the personalities of both of you.

valleyI say what I want to say clearly. However, I make sure to formulate my own opinions before I say them. We are all grown-ups.

rice bladesWe trust, we trust each other.

That's why we can be nice to each other.

rice bladesMaybe so. I know they will listen to my opinion.

The collection is in a variety of genres, including street, American casual, and even tailored items, but it is amazing that it does not seem to be at odds with the rest of the collection.

valleyI think the space makes it so. The space is a good mix of circles, squares, and straight lines, and they are integrated with the fixtures. I put items for each brand, but to be honest, they look in a way that I didn't expect. But I think it is working in a positive direction.

rice bladesThere is a mixture of brands with different tastes, and although the names alone may look like a mess, when placed in this space, they naturally harmonize with each other.

valleyBut I believe it is still unfinished. Or rather, I would like to remain permanently unfinished. Because I want to keep running toward completion forever.

We want to create a community based on the store.

Why did you choose Nakatsu, a residential area, as your base of operations, rather than the more commercial areas of Umeda, Namba, and Shinsaibashi?

rice bladesAt first, we were always looking for a place in Fukushima (Osaka). It was a town with many restaurants, and the editorial department of a magazine that Iwai, the president, used to work on was located there. But we couldn't find a good place, so we expanded our search and found this place. We found it by chance, but we often talk with Tani about what a great place it is.

valleyI myself had hardly ever been to this town. But in fact, there are many good stores scattered throughout the town.

So you had a blind spot, in a good way.

valleyBesides, there are too many people in Umeda and Shinsaibashi, so I can't do it at my own pace. Also, I can see the Umeda Sky Building from here, and it's a great view. It's like a night view of Manhattan (laughs).

Did you have any concerns about doing business in a place you knew almost nothing about?

valleyOn the contrary, I thought it was a good idea. In our case, I think it is important to communicate from a place where there is nothing. I hope that "Imagine" will be a catalyst to revitalize the town. I think now is the age of the independent. If you rely on big capital, you are expected to make sales. But that is not what we are aiming for.

rice bladesI want to create a community. I want to do something interesting that involves the people around me. I think this is the right place to do that.

valleyIwai is originally an editor, and he says he wants to use this place as a base to create something new. It could be a town newspaper or a zine.

rice bladesThe name "IMA:ZINE" seems to have been a word that Iwai kept hidden for a long time. He always says, "It is paper that preserves the present. The word has a nice sound and a clear meaning. Tani and I immediately agreed, saying, "That's a good idea! We agreed immediately.

What matters is people rather than trends. And to make people laugh.

What do you want customers to feel when they come to your store?

valleySince they came all the way here, we want them to take something home with them. We only carry products that we are satisfied with, and we are happy and enjoy explaining them to our customers. We are happy to explain them to our customers and enjoy explaining them. We serve our customers with the desire to share our feelings rather than with the intention of selling.

rice bladesThat's true.

valleyWe want to create a space where people can have fun, stay longer, and not be bothered. That is the kind of space we want to create.

rice bladesWe really talk a lot (laughs). (Laughs) I guess the contrast with the calm space is good.

The brand lineup also betrayed my imagination in a good way.

rice bladesMany people are surprised when they see it. We have customers who have always supported us, so we feel as if we are proposing something to them. I imagine that we are broadening our sensibilities while respecting the backgrounds we have cultivated and complementing each other with what the other does not have.

valleyThere are not just one or two trends, but many. And now that we have Instagram, information is readily available. I think it's a matter of how to select and convey that information.

What is important to you when buying?

valleyI value meeting people. I go abroad and play with local people. It is important to play with fashion. Because fashion is an expression of each person's lifestyle. While playing, you expand your circle of community, meet new people, and become friends. Whether it is valuable or not is secondary. First of all, you have to decide if you like the guy or not. Clothes are made by people.

I see.

valleyIf I fall in love with someone I meet there, all I have to do is think about how to bring that story to the customer. What I value more than trends is people. There are too many trends to keep up with (laughs).

Both of you mentioned that you talk a lot, and I can tell that you value communication.

valleyKansai people don't like the air of a scene.

rice bladesBecause the place would not hold (laughs).

valleyIf you don't talk, you won't understand. Look, listen, and talk. This is the basic principle. I then multiply what I've learned by five times and pass it on to my clients (laughs). (Laughs.) It's simply a good feeling, because I'm telling them what I like. Oddly enough, I don't care if they don't buy it. I just want them to laugh.

That is what you were talking about earlier when you said, "I want you to take something home with you.

valleyThat is our pride. To make people laugh.

Many people sent encouragement to Imagine.

When you opened the restaurant, you both decided to reset everything you had built. What was the reaction of the people around you to this decision?

rice bladesI told them of my decision, and some were speechless. But in the end, everyone, including those people, had my back. They said, "Go for it!

valleyIt is the same for me. My boss and colleagues, who were like family to me, are all supporting me. When I first spoke to them, they were all at a loss for words. The feelings that welled up in me could not be expressed in words. One of my friends gave me a tearful pep talk, which brought tears to my eyes. I realize that I am here today with the support of the people around me.

rice bladesYou still feel connected, don't you?

valleyYes, I agree. Our influence on them may be small. But I still want them to keep an eye on us, and I am checking out their moves as well.

I think we will see more local and indie stores like "Imagine" in the future.

valleyEveryone says that to me. I would be happy to be the store that triggers that. I want to coexist with them, not be competitive. I want to make it exciting for everyone. And I want to deliver thoughts and stories to customers through "Imagine.

Elements of IMA:ZINE 01

Zepanese Club is a new brand launched with Imagine.

The brand "Zephaniah's Club" was started by Tani and Inaba at the same time as the launch of "Imagine". The graphics are by Verdy, the artist behind the popular "Western Youth" brand. The brand is the mainstay of Imagine.

In addition to Tani and Inaba, Verdy, an artist, plays a central role in the creation of "Zepanese Club. The store offers a lineup of items featuring graphic snake motifs, which Mr. Tani says he hopes will function as a brand, rather than simply a store original.

valleyWe started the brand because we wanted to express something from this point of view. The concept is street wear for adults. When Mr. Verdi proposed the snake graphic, we were very happy. Hopi Indian jewelry also has a snake motif, which has a meaning of peace and rebirth, and I felt there was an overlap with our own situation. When I told Jason Takara about this, he liked the story, and we were able to create our first Indian jewelry as a street brand. We plan to do more things with Jason Takara in the future.

rice bladesZe" in the brand name means neither "He (him)" nor "She (her)" and was coined by a professor at some university. It was coined by a professor at some university. In other words, it means borderless. We want to create a brand that incorporates various elements without having fixed concepts. Therefore, I would like you to look at other brands with this brand as the main axis.

Elements of IMA:ZINE 02

Indie brands that are unpredictable.

On the day of the interview, both men happened to be wearing long T-shirts from "Chinatown Market," a New York brand being pushed by "Imagine. The front has a graphic of a cityscape, and the brand name is laid out on both sleeves.

The ring belt made of cordovan lined with Vibram rubber is from a downtown Tokyo brand "DISWAY. The idea that the rubber grips the belt so that it can be adjusted securely is a good one.

Indie brands are an indispensable part of Imagine's product mix. Rather than developing their creations on a large scale, they steadily transmit what they want to express. Brands that focus on authorship rather than business are quirky and unique in a good sense. Chinatown Market)" is based in New York's Chinatown, and "THISWAY" makes belts in downtown Tokyo. Imagine" has a variety of brands that we can look forward to in the future.

valleyI feel that there is a lot of room for growth for indie brands. I can't see what's going to happen in the future, or rather, I can't predict what will happen in the future, which is why I get excited when I see them. In the sense that it is unfinished, it is the same as "Imagine," and I sympathize with that. That's why we can talk fairly and come up with ideas together. We are dealing with each other in the sense that we can improve each other, and we want to grow together.

Elements of IMA:ZINE 03

This special-order item incorporates a play on words typical of the Kansai region.

Mr. Nakatsu, designer of "OASLOW" and the address of "Imagine",Nakatsu 3-chomeOASLOW NAKAZU 3" is an exclusive collection featuring the words "OASLOW NAKAZU 3". The first season was all in black denim.

We communicate what we think is unique in our own words. This is the basic attitude of "Imagine" when it comes to customer service. However, it is too straightforward to just say "good" when something is good. Their customer service has a Kansai twist to it. In other words, they deliver laughter along with their words. This attitude is also reflected in their special-order products.

This black thermal T-shirt is a special order for "comfortable clothes". The brand name is also firmly arranged in the Osaka dialect of "wearable clothes.

valleyWhile design and quality are important elements of clothing, I want to convey the appeal of our products to customers by creating a chemical reaction through the words we use in our customer service. For example, I made a special order of thermals for Fukuoka-based brand "Kimochi Ii Fuku," which focuses on ultimate comfort, and changed the name of the brand to "Kimochi Ei Fuku. The same goes for the special order for "orSlow. The designer, Mr. Nakatsu, is a senior designer from my hometown whom I have admired for a long time, and our store is also located in "Nakatsu 3-chome. It's a complete pun (laugh), but we named the collection "Nakatsu 3.

valleyI pay attention to the intonation of my words and make them laugh with my movements while serving them. To be honest, there are times when I slip up... (laughs). (Laughs) I want to make people think, "I want to wear this because it's interesting," rather than just because it's cool. That's the kind of new approach I want to explore here.

We have also created a special order with a play on words for the Osaka-based brand "BOKU HA TANOSII," but we dare not show it here. We hope that you will visit the store and see for yourself while being served by Mr. Tani and Mr. Inaba. I am sure you will be able to laugh with a "chuckle.

Localism and Independent Spirit. Imagine" shows how stores should be in the future.

We live in an age of information and goods abundance, where anything is available. While it is good that production technology has improved, the demand for efficiency in everything has resulted in an era in which stable quality can be mass-produced. What this has brought about is uniformity. The number of chain stores has increased in the city, and people wearing the same clothes are walking around. Individuality has been killed off, and the majority is seen as righteous.

Imagine" has emerged to drive a wedge into this situation. They have abandoned the signs of the majors and assert their individuality at their own pace in a quiet place. They are trying to transmit what is cool, unique, and distinctive by building a local community and involving the people who gather there. They are not influenced by information, but believe in their own values.

I have a feeling that such stores will increase in the future. Imagine," with its love of locality and independent spirit, could be the prototype. How will they develop in the future? In this age when everything is standardized, it is worth keeping an eye on their trends.

IMA:ZINE
3-30-4, Nakatsu, Kita-ku, Osaka-shi, Osaka
Phone: 06-7506-9378
Open: 12:00 - 21:00
www.instagram.com/imazine_osk/

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