PROFILE
Born in 1973 in Tokyo. After working as a buyer for “EDIFICE” and “L’ECHOPPE,” he currently oversees his own brand, 〈FOUNDOUR〉, and serves as the owner of “BOUTIQUE.” He also steers various brands as a fashion director and concept developer. This fall, he will launch “ARCHETYPE,” a collaboration with 〈NEUTRALWORKS.〉.
Instagram:@keijikaneko
Make everyday clothes more comfortable to wear. Together with 〈Neutral Works.〉.
“Classic,” “authentic,” or “ordinary.” We’re functionally reimagining clothing categorized in these ways—and turning it into “clothing you can wear for 10 years.” This is the underlying theme running through the items in the “ARCHETYPE” collection, which launches this fall.
"Everyday clothes are easy to wear, aren't they? They're the kind of clothes that stay in your closet all the time, regardless of your mood at the moment. These are clothes that embody that image—retaining that understated charm while subtly incorporating functionality."
When I asked about the theme of this category, the director, Keiji Kaneko, told me that.
"After all, the climate is changing, and so are our bodies. I want to make everyday clothes more functional and comfortable so we can adapt to all kinds of changes. I’d love to make that a reality together with *Neutral Works.*"
“I've known Mr. Tanaka, the brand director, ever since I was at ”Leshop.' As we talked, I realized we had very similar views on what constitutes 'ordinary clothes.' From there, the conversation kept evolving, and that's how it led to 'ARCHETYPE.'"
〈Neutral Works.〉, a brand known for its functional apparel designed to support mental and physical wellness, is collaborating with Ms. Kaneko. While this may come as a surprise, upon closer reflection, there seem to be some common ground with Ms. Kaneko, who has long been passionate about “clothing as tools.”
“Actually, I did some shopping there a few times during the COVID-19 pandemic. I got the impression that clothing is sports-oriented and incorporates thoughtful features and designs. The idea was to apply that same approach to more basic items. I had a clear vision of what was expected right from the start.”
That said, Kaneko is someone who values the contexts of vintage, traditional, and classic styles. I’m sure there are quite a few people who find it somewhat surprising that he uses functional fabrics.
“For my brand, *Founder*, I’ve made double-faced hoodies using 100% polyester 10TP10T fabric. That piece was born from a fashion perspective—a sort of ”twist’—but this time, I’m going for a more straightforward expression of that concept.”
"For example, while authentic Balmacan coats are often made of wool or cotton, it’s definitely more convenient and comfortable to wear one that’s water-repellent. But I didn’t want to make it out of an obviously functional fabric. I’m designing it while trying to find that fine line that keeps it from looking like outdoor or sportswear."
