G-Star RAW, which has been attracting more attention than ever in the fashion and culture scene since Pharrell Williams became one of its major investors earlier this year, has launched a campaign this season, What is RAW? The campaign aims to take the brand to new heights by reevaluating its core. For this campaign, we focus on SHINTARO, who became the youngest DJ to win the Red Bull Thre3Style (a world competition to determine the No. 1 DJ), an event that has become a hot topic among music freaks around the world. We will explore the philosophy of "G-Star RAW" from his own core and the way he wears his clothes in the places he is associated with.
He was exposed to piano and Japanese drumming from a young age, and at the age of 15, he was baptized into hip-hop culture and began DJing. 2013, he represented Japan at the RedBull Thre3Style and competed in the world competition. In 2013, he represented Japan in the RedBull Thre3Style and became the youngest DJ in history and the first DJ from outside of Japan to win the world championship. Currently, as an artist and producer for GMO Culture Incubation, a GMO Internet Group company, he travels the world and began producing music in earnest in 2015. He is a DJ/producer whose future performances and productions are attracting worldwide attention. http://shintaro.com
My hometown is Akita Prefecture, and I used to rap with my friends in high school. Then one day, I borrowed some back-up DJ equipment and tried DJing for a bit, and it suited my nature and was fun, so I started DJing on the spur of the moment.
I heard that you started out as a battle DJ (note: DJs compete with each other by scratching, doing tricks, etc.).
Yes, I became interested in scratching after watching A-Trak's videos. When I was about 19 years old, I moved to Tokyo to pursue a girlfriend I was dating at the time, but she dumped me. I had no friends, so I had nothing to do but scratch (laughs). (laughs) After practicing for a year, I was asked if I wanted to enter a battle. So I started participating in battle competitions.
I understand that this is the Red Bull studio that you always use for your productions, and that you won the world championship in the "Red Bull Thre3Style.
The Red Bull Thre3Style is the biggest DJ competition in the world today, and is held every year around the world. The World Finals attracts entries from around 20 countries, and the judges include Jazzy Jeff, Craze, A-Trak, and other world-famous DJs. The rules are that you have 15 minutes to play at least 3 genres and are judged on skill, performance, and audience excitement. Everything goes into the judging, so it's like a mixed martial arts event.
How long did it take you to win the world championship after you first started competing?
It's been three years. The first two times I lost in the qualifying rounds: the first time was in the Kanto qualifying round, I think in 2011; in 2012 I lost in the Japan finals, and in 2013 I finally got a chance to go as a representative of Japan, and I won there. After winning the world championship, I have received support from Red Bull in many countries around the world. I have more opportunities to go abroad as a judge.
Did you tour abroad for the first time after you became World Champion?
No, I was allowed to tour Europe before that. I think those experiences have also come in handy in conquering the world.
G-Star RAW originated in the Netherlands, and there are many stores in Europe.
Unfortunately, I didn't get to walk around the city much... I will definitely take a look next time! But of course I knew about the brand. I used to DJ every week at a club near the Shibuya store, and I have also shopped at the store.
What did you think of the pants you wore this time?
These denim-like sweatpants are called "sweat denim"? They are very easy to wear. Sweatpants are not allowed in clubs, but I think I can wear these sweatpants (laughs). The chinos also have a loose silhouette, but they taper down to the hem, giving them a very cool silhouette.
Arc 3D Sport Tapered Jeans ¥17,000+tax（ONLINE STORE)
Do you wear different fashions when DJing than you normally do?
It depends on the occasion, but for battles I wear short sleeves. When I am in battle, I wear short-sleeved clothes. I turn, fiddle with the mixer's faders with my shoulders, and do body tricks (note: operating a turntable or mixer in an acrobatic position). The last time I DJ'd in Hiroshima, I was wearing a pretty loose shirt and it got caught on the faders and I made a mistake, which was super embarrassing (laughs)." Sweat denim looks like it would be good to move around in during battles. I'm the type of person who plays while DJing, so pants that are easy to move in are great. I could sleep in them if I wanted to (laughs). (Laughs.) They are that comfortable, but they look like real denim, which is amazing. I was really surprised when I first touched them.
What do you think is the main reason you have been able to continue DJing for over 10 years now?
I guess I never get bored. Basically, I get bored easily, but not at all with DJing (laughs). Music trends change all the time, and new sounds come out. That's why my DJ style changes and I never get bored. I can always incorporate new things, and I can make old music sound new depending on how I want it to sound.
I see. I see. That's something in common with G-Star RAW's approach as well. G-Star RAW keeps archives and old clothes from the past as reference materials at its headquarters, and looks back to the past while creating its products.
Isn't the idea of "sweat denim" really new? I like the idea of combining something with something else, so I feel a strong sympathy for G-Star RAW's creativity and its stance of trying to create "classic" rather than just "trendy" items. I feel strong sympathy for G-Star RAW's creativity and its stance of trying to create "classics" rather than just "fads.
Lastly, please tell us what you would like to challenge in the future.
In my generation, there are not many Japanese DJs who are active in the world, so I would like to work hard and make the Japanese DJ scene more global. The other thing I want to do is to produce music. Nowadays, DJs who can also write songs are in the spotlight and get to play on big stages, so I want to keep challenging myself in that area.
The Fall/Winter 2016 brand campaign "What is RAW?" focuses on the word "RAW," which is part of the brand name. In addition to the campaign visuals in which Pharrell is surrounded by various staff members working within the company, we will explore the meaning of "RAW" through a short movie in which these staff members talk honestly about what beliefs they have in manufacturing. Please check it out along with the campaign site.
