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crossingWe have many business partners in Osaka, and it would be a nuisance if we opened a store there. Another reason is that we did not have enough sales staff.

crossingTo be honest, 20 years ago, I had never thought of opening a store in either Osaka or Tokyo. However, I had been preparing for the opening of this store for about three years, and after informing our business partners in the Kansai region, I had received their permission to open the store.

crossingIn Osaka, the number of good stores, such as select stores on the street, is decreasing rapidly. It has become commonplace to set up stores in large commercial facilities built in front of train stations. We felt a sense of crisis. We felt that the sense of excitement that fashion gives, which is unique to street stores, was fading away. That is our mission. We had to do it.

crossingThere are stores in the neighborhood that handle the product, so naturally, there were various opinions for and against. At that time, we also had a store in Tokyo, and I think it is inevitable that there are many different ways of thinking. If I were to give another reason for opening the shop, I would have to admit that the number of buyers who respond to our clothing designs has decreased.

crossingIn the Tokyo stores, the customers appreciate what we want to deliver to them.

virtuous rice fieldWhat you have worked hard to create may unexpectedly touch the heartstrings of your customers. Later on, people would talk about it and say, "I want one! I am glad that we can finally break out of this situation with the opening of the Osaka store.

crossing. I think we have to do what we have to do. . Since we are living as a clothing store, we want to do something fun and surprising. I want to design things that people would say, "Who would buy? I want to design something that people will say, "Who would buy that?

crossingFor me, Osaka is Namba. It is called "Minami. It is a place where all kinds of people gather, rich and not-so-rich, old and young, and all are welcome. . Among the people of Minami, Dotonbori is the place I like the most.

crossingThe canal that runs behind the store was built in the Edo period , and it runs to the Port of Osaka. With the construction of this canal, playhouses and Kabuki theaters were built on the east side of the city, and many evil spirits of rivers and mountains gathered here to make money, and, well, the city became very lively. There were also brothels and a love hotel nearby. There is food, clothing, and shelter. I thought such a place would be interesting. I thought, "That's typical of Osaka.

crossingThat's right. I thought, "There must be something to be found in such a place. Besides, you can come here "just for the heck of it," right? The subway and JR stations are close by, and you can come by for a bite to eat or just to hang out. I wanted to open a place where people could drop by on the way to something without having to come all the way here.

crossing. There is a lot going on. But, well, some of the staff from Tokyo came to Osaka, some of the girls who used to work for our clients came to work for us, and some of the girls who normally work as stylists came to help us on weekends. Anyway, we have an excellent staff. I'm sure they will manage.

crossingIt is a very chaotic town, and we wanted to create a store where the world changes the moment you enter. We think this is a grand gag. I don't think anyone would have thought that we would create a store like this.

virtuous rice fieldIt may be normal to match the clothes with the atmosphere of the store, but we wanted to do the opposite. We wanted to make casual clothes look more classy, or rather, we wanted to design a space that would enhance the image of the space. Would it be easier to understand if I said it was museum-like? . We made the walls hanging down, so that the hanger racks are not visible, for example.

crossing. I wanted it to be inorganic. I wanted it to be inorganic. I wanted to show what kind of food the staff eats, what kind of hobbies they have, and what kind of life they lead. I wanted the restaurant to be a place where you can't tell what kind of food the staff eats, what kind of hobbies they have, or what kind of life they lead. I wanted a restaurant that would not make people think that it was created as an extension of their hobbies and interests. Rather, I wanted to create a place that would inspire people to imagine and dream. So Mr. Tokuda and I consulted with an architectural designer, and this is what we came up with.

crossingI asked for Mr. Mitsuhiro Mizutani from an office called "Kuru". Mr. Mizutani is active throughout Japan and is a well-known figure who is now over 60 years old. I know Mr. Mizutani's other works, so I asked him if he could do something other than what he does. I don't want the same thing.

crossingYes, that's right. Then, a model came up, and I told them what I wanted to do here , and what I wanted to do there .

crossingAs Mr. Tokuda mentioned, I wanted to make the space look like a museum, and I also wanted to include aluminum fixtures. There was an American artist named Donald Judd. He created a huge work in aluminum in Marfa, Texas, where his masterpiece is located, and the moment I saw it, I thought, "This is it! I thought, "This is it! So I asked him to make a flat fixture for me that looked like a block of aluminum.

crossingThere are three fitting rooms behind the mirrored walls. . We wanted to create a luxurious space. So we laid a carpet, and in the center of the store we used terrazzo, an artificial marble that was often used in architecture in the 1950s and 1960s. I wanted to create something that young people today have never seen before, something that makes them feel excited.

virtuous rice fieldThis is a space where customers who have taken the trouble to visit us in this age of the Internet will suddenly feel excited the moment they arrive at our store. . We want people to enjoy the contrast between the casual clothes and the space.

crossingAlso, I think one of the best things about this place is that you can enjoy the changing nature. You can feel the flow of the four seasons, of course, but you can also feel the morning, dusk, and evening in a single day. The weather factor, such as sunny or rainy days, also adds to the experience, doesn't it? . I think that is one of its charms.

crossingYes, that's right. Also, we will be expanding our own brand, HURRAY HURRAY. We are not a select store, so we don't sell clothes from other companies, but we do try to stock art-piece items that are not mass-produced. Also, we have a section called "Extravaganza," where we have rare Indian jewelry from New Mexico. Since there is no point in selling ordinary items at our store, we decided to collect items that people don't really value, but that we think are interesting.

crossingUmmm ... I don't think so. How are your clothes, sir?" . Our role is just to provide what we think is interesting. Our role is simply to offer something that people will find interesting. If it were a brand aimed more at the masses, we would think about it, but that is not the case with us. As long as we make interesting clothes, I think we can get by.

crossingI think it is important not to ask. We enjoy solitude. Tokuda-san and I design together, and sometimes we don't know what we are going to create until the very last minute. Until the very last minute, the night before the exhibition, you know? Of course, we have our fair share of disappointments, but even if we don't get it right, we sometimes think, "Oh, that was fun," about two years later. . No one really knows what is going to be good.

crossingWell, we want everyone to know about us.

virtuous rice field. After 20 years, I think I can finally make a new start. As I mentioned earlier, I am really happy to be able to freely present what I want to do and express.

crossingI really think that I can make whatever I want. I am no longer afraid that buyers will not take my work. I feel much more at ease now.

virtuous rice field. I also hope that it will have a positive impact on our staff. I think we have created a space where they can work with pride, saying, "This is what the brand we are involved in is like! I think we have created a space where they can work with pride.

crossingIf we succeed here, and if people see that they can do it at Bruna Boyne, it will make it easier for everyone to open their own stores. I would like to see an increase in the number of such stores.

crossingThat is our original purpose. We are not making classic clothes, and we don't care about TPO; we are making clothes for fun. In order to design such clothes, we are allowed to play with them. The same is true of this store. As I mentioned earlier, the creation of this shop was really a grand gag (laughs).