A step ahead of its time, the impact of IMA:ZINE's second year.
It has been exactly one year since IMA:ZINE opened in Nakatsu, Osaka. Fashionistas not only in the Kansai region but also all over the country are keeping a close eye on the select store "IMA:ZINE," which is now celebrating its first anniversary with a series of special order items from various brands, which are now on display in the store. To celebrate this occasion, we interviewed the director, Mr. Atsuto Tani, and the store manager, Mr. Fuyuki Inaba, to find out more about their passion for clothes. Through their words, we focused on "Imagine," which has just entered its second year, focusing on the factors that have made clothing lovers turn their attention to the brand and its new products, including exclusives.
After working as a sales representative and press at "BEAMS" in Osaka, he moved to Tokyo in 2013 as a buyer. . He is mainly in charge of the casual wear department. Here at "Imagine", he is both a director and a buyer, and spends his days devising "omoroi projects" that make full use of his experience and personal connections.
Fuyuki Inaba / Store Manager, Imagine
He worked at the famous "Loftman" store, which has a total of 7 stores in Kyoto and Osaka, until 2017. He is a key figure in the Kansai fashion scene, having served as press and store manager for many years. At Imagine, he is a front-line store manager, and remains a favorite among discerning fashion lovers and fans.
Imagine has spun out many stories over the past year .
. First of all, what are your honest thoughts on the first anniversary of your opening?
valley. Yes, it has been a year in which I have felt the support of everyone around me, including the artists and brands with whom I do business. It was a year in which I realized that I am supported by the people around me, including the artists and brands with whom I do business. . That is why I keenly felt the need to propose more and more interesting things. I am always thinking about what we can do in this location and environment.
rice bladesExactly as Tani said, even if I wanted to propose something, I still could not do it without all of you around me. In that sense, I am truly grateful to those who support me.
valleyOur stance has been not to pay too much attention to what other stores are doing or what the current fashion scene is like. We have been thoroughly exploring this compact community as a starting point, and have been looking for what we can spread and what kind of interesting "chemical reactions" can be generated. That is what I have been thoroughly exploring.
rice bladesYes, that's right. There is already an abundance of good products in the world, so this has been a year of constantly thinking about why we dare to propose something. Every time we proposed something and it took shape, we would check the reaction of the customer, our own senses, and the reaction of the brand's people.
The two of you propose to customers the things and services that you have thought of. Were there any specific events that gave you a sense of response in this area?
valleyI think it was last year when Zephaniah's Club and Jason Takara made Indian jewelry on a special order basis. It was not just a collaboration between two brands, but a solid relationship was established between the two brands, with Jason Takara sharing Verdy's graphic design. We were able to tell the story to the customers. I think that's why we got such a great response. I think that was the moment when I started to think, "There will be some kind of unpredictable chemical reaction. It was also a chance for me to start thinking about that.
The reason why Imagine's unique special-order items are created.
I understand that you will be releasing more custom-made items this fall/winter season. What is the process of making them?
valleyThere is a sequence of events, which I think is unique to us, and I would like to start with that. First, since I am the director, I decide on the general framework of the project and present it to Inaba first. Inaba is very good at communicating my ideas and the actual finished product to the customer. So, in other words, Inaba is the customer for me, right? I tell them in a flirtatious way, like, "This is really bad! His expression at that moment is one of the criteria for me. That's one of my standards. If he looks surprised or moved, I know he's going to be good. If Inaba can convey this to me, I believe he can convey the same passion to the audience.
If Mr. Inaba is satisfied, he said, the customers will understand .
valley. There is an abundance of good things in the world, both in terms of information and clothing. Customers probably have information, so I am sure that they understand what the clothes are like when they see them. Our challenge is how to deepen communication with them. If we can impress Inaba first, I am confident that our customers will be impressed as well. That is why the first step in our custom orders is to have Inaba listen to them. If he is impressed with an item, he will be impressed with it. I am sure that the item that he is impressed with will tell the customer more than I can.
It is certainly unique, and it is an episode that only two people of the same age who have been engaged in friendly competition for a long time can tell. How do you feel about this style?
rice bladesThere is no set time or timing for the presentation, and Tani always comes up with interesting ideas (laughs). (Laughs.) I have had a lot of experience in this area, including during my time as "Loftman," and I always come up with interesting proposals that exceed expectations, as if to say, "You're coming from there! It's always an interesting idea that surpasses expectations. So, I always think that it must be interesting for the customers as well. And if I and the other staff members can properly digest the ideas, they will be conveyed to the customers, and I believe that the customers will be pleased with the results.
It's all about mutual trust.
rice bladesAs for special orders, I always really enjoy this style, and I myself can't help but look forward to it every time. Besides, Tani's ideas are not just ideas, but are well thought out. While respecting that, I always say, "That's interesting, then let's do it this way," and keep working on it.
valleyWell, our communication is basically "omoroi" (laughs). (Laughs.) Of course, there is the "cool" part, but the basis of our custom orders is whether or not it is "interesting" to us. Nothing would make us happier than if that resonates even a little with our customers. We don't just want people to shop, we want to leave them with something memorable.
I guess you could say that it is a special order that makes you want to tell someone about it. How many special-order items will be released toward the end of the year?
valleyWe are planning to launch special orders with about 20 brands and artists by the end of this year. In addition to special orders, we have many more interesting projects in the works, including the world's first launches, that we would like to introduce here. It is important for our special orders to have the right items, but the most important thing is how to convey the message to the customers. That is why we are always excited. If we focus too much on selling products, we lose half of the appeal. The most important thing is how to make people empathize with the products, so I never compromise on that. . In that sense, it may be similar to the feeling of putting on a show. I have many opportunities to work with artists, but when I work with artists, regardless of whether they are overseas or not, I have to create an environment where they can easily come up with various ideas and concepts. . If we work in a systematic way, such as by scheduling, we will never be able to create something good. Good things are created when both parties' ideas come to the boiling point. Such was the case with the special order for this anniversary (laughs).
rice bladesWhen we have a new shipment, we get a lot of customers. Looking at the customers in line, they range in age from people in their 20s to people in their 40s, just like us. I was impressed by the fact that the customers became friends with each other, which I think is unique to the "Imagine" community and one of the ways a store should be run.
A collection of gems and special-order items!
Imagine, which celebrated its first anniversary, will be releasing a series of special-order products toward the end of the year, with more than 20 exclusive models available. I hope you will visit the store not only to pick up one of the more than 20 exclusive models, but also to hear the "hidden story" of each of them, as Mr. Tani and Mr. Inaba will tell you.
SPECIAL PRODUCTS01 With 700FILL
600FILL Cap ¥5,500+TAX
The "600 Fill" cap is a collaborative series with the enigmatic brand "700 Fill". This third installment of the series features the brand's first inverted logo for a playful touch. A total of five colors are available.
valleyA brand by a mysterious freelance buyer who never appears in the media. The brand's name is "600" instead of "700," which is a negative aesthetic. 600Fill is also enough, right? . When you look at it in a mirror, it looks normal and reversed. Then, I made a small joke by making it slanted and saying, "It's wi-fi! and a few other little tricks.
SPECIAL PRODUCTS With SCYE
IMA:ZINE×SCYE Coat ¥110,000+TAX
This is the first time that Imagine has collaborated with "SAI," and is based on an oversized raglan coat with an established reputation for its beautiful silhouette. Only the color has been changed to mocca for this special order.
rice blades. After visiting the exhibition, we searched for a way to express ourselves in a way that is unique to our company. We decided to develop a color-specific order for a limited number of items, thinking that "SAI" is known for the beauty of its coats.
SPECIAL PRODUCTS With RARE PANTHER & Girls Don't Cry
RARE PANTHER Hoodie ¥18,500＋TAX
Crossover items from LA-based brand "Rare Panther" and Japanese graphic artist Verdy's "Wasted Youth". T-shirts and accessories are also included in the collection to commemorate the first anniversary.
valleyHelinox and Girls Don't Cry celebrated their first anniversary. The event was well received by a wide range of customers. On this day, we had Verdy hijack "Imagine" for us.
SPECIAL PRODUCTS With FRESH JIVE
FRESH JIVE Hoodie ¥22,500+TAX, Zip Blouson ¥45,000+TAX, Pants ¥36,000+TAX
Launched by Rick Klose in 1989 in LA, the brand, which projects the subculture of the 70's and Rick's experiences, has been relaunched this season. , including a logo that evokes a sense of the present, is likely to rekindle its popularity.
valleyThis brand split in popularity with " Stussy " in the 1990s. I remember that many people in Osaka were wearing it. I thought it was cool because it had the atmosphere of the time, but at the same time it had a modern essence. I think people in their 30s probably know this brand, but I hope the younger generation can feel the street scene of that time.
SPECIAL PRODUCTS With Miyagi Hidetaka x Grizzly x IMA:ZINE
Miyagi created this shirt using a large number of shirts from an American brand bought by "Grizzly". The left and right sides of the shirt are made of checks of different sizes and patterns, and are joined together to create a masterpiece that exudes craftsmanship.
valleyThe reason we approached "Grizzly" was because of the impressive amount of biigs and the wide variety of patterns available. Miyagi-san picked out a few from the huge number of patterns and completed the project. For us, it was also significant to work with a vintage clothing store in Osaka.
SPECIAL PRODUCTS With orslow
Nakatsu 3 From left: G-jean ¥26,000+TAX, coveralls ¥26,000+TAX, pants ¥15,800+TAX
This is the fourth installment of the "Nakatsu 3" line in collaboration with "OASLOW," including a 2nd type G-jun and 606 type pants, with a beautiful silhouette that reaffirms its high quality the moment you put it on. The exquisite black corduroy color is a must-see.
rice bladesThis line has specialized in black since its opening. By daring to choose black for items with a strong American casual color, we were conscious of a mature and mode look.
SPECIAL PRODUCTS With orslow & ink.
Okitsu 3 From left to right: Denim Blouson ¥35,000+TAX, Denim Pullover Coat ¥49,000+TAX, Hickory Coverall ¥41,000+TAX, Hickory Poncho ¥43,000+TAX
OASLOW and Ink, which specializes in remakes, have completed a highly sensitive collection. This spin-off from "Nakatsu 3" will feature a total of four models. The origin of the brand name is the starting point of this collaboration.
valleyThe name "Okitsu 3?" is derived from "Nakatsu 3". I cannot reveal the origin of the naming here, but I will tell you about it when you come to the store (laughs). (Laughs.) The series will continue as a spin-off.
SPECIAL PRODUCTS With comfortable clothes
Wearable clothes From left to right: Cardigan ¥23,000+TAX, V-neck ¥22,000+TAX, Polo ¥22,000+TAX, Turtleneck ¥22,000+TAX
This season's third collaboration with the Fukuoka-based brand "Kimochi ei Hattori" is based on knitwear. The black color of the garments makes them highly versatile products that are indispensable to your daily wardrobe.
rice bladesThis season, we are focusing on knitwear, so we have made a color-specific order for knitwear from "Kimochi Iiyoi Fuku". The front of the knit is made of two pieces, and in addition to its high level of warmth, it is also very comfortable to wear.
Wearable clothes Price TBD
This parka, specially ordered for "Comfortable Clothes," is a gem with damage processing, which is the keyword for this season's "Imagine" line. The unique name with a twist and the overwhelming quality of the product expresses the "imagine" character.
valleyDamaged clothes lineup specially ordered for "comfortable clothes" and "clothes you don't like to wear". The clothes are comfortable, but there is something about the damage that makes them "unwearable. That is the concept.
SPECIAL PRODUCTS With Trainer Boys
Trainee Boys sweatshirt ¥26,000+TAX , sweatpants ¥25,000+TAX
. a spin-off project of "Trainee Boys for IMA:ZINE". In addition to the coloring and damage processing, this is a utility item that can be worn both front and back. . Re-named only for "IMA:ZINE" with damage processing to resemble a trainee.
valleyThe image of the wearer is Inaka (laughs). The item is daringly damaged with the practitioner = trainee in mind, and can be worn from the front or the back.
SPECIAL PRODUCTS With BOKU HA TANOSII
BOKU MO TANOSHII T-shirt Price TBD
The fourth installment of the popular special-order series with "Bokuhatanoshii", this time in three colors reminiscent of techno. In addition to T-shirts, sweatshirts and coach jackets will also be released.
valleyBOKU HA TANOSII" is a special order for "BOKUMOTABOSII," which is an answer to "BOKU HA TANOSII" (laugh). (Laughs.) Actually, of all the special orders, this one took the longest to complete. The brand name "Bokumohatanoshii" encapsulates everything in their worldview. . That's why we had a lot of discussions to convince them to change the name.
The derby jacket, which was loved by people of all ages in its native San Francisco, has been beautifully reissued in the modern age by Al's Attire, a company that Mr. Tani has come to trust. This time, the jacket is available in black, making it a must-have item.
valleyI heard that there was a lot of talk between Derby and Al's Attire in the past. This will be the second edition. Please stay tuned.
SPECIAL PRODUCTS With Zepanese Club & J.PRESS & Lullaby
Zepanese Club × J.PRESS × Lullaby Blazer , Necktie
Osaka-based tailor "Lalabye" is in charge of the production, and "J. Press" is in charge of the production. The jacket and necktie are completed with the "Zephaniah's Club" logo, which adds a touch of street style.
valley J. Press approached us for this project. We agreed that the classic double-bracelet type, which is typical of navy blazers, was the current mood.
SPECIAL PRODUCTS With Zepanese Club & Lullaby
Zepanese Club x Lullaby Shirt Price TBD
A simple design that is easy to match with your new blazer and tie. The slightly loose-fitting silhouette of the body is decorated with a one-pointed logo, expressing a classy street style.
rice bladesThis is a collaboration between the Osaka tailor "Lalabye" and "Zebaney's Club," and the logo on the chest is embroidered. The direction is by Mr. Yabashi of "Lalabye," and he has arranged the items based on the basics of stitching, and his sense of balance is superb.
Using luxurious cowhide leather and mouton, we have released two luxurious fleece products. The result is an unprecedentedly luxurious outdoor product, inspired by a classic that all clothing lovers know and love.
valleyIt started with the idea that there aren't many luxury outdoor brands. Especially when it comes to fleece, you hardly see any. So, we created this product using a certain brand's product as a motif. It is a luxurious fleece made of mouton. In my mind, it is a "punk special order" (laughs).
Entering its second year, "Imagine" knows no bounds. With the company's furious lineup of special-order products at the forefront, we have been able to reaffirm that we cannot take our eyes off of them in the future. At first glance, it is easy to get caught up in the flashy trends, but what they value are the basics of human nature, such as people, communication, and continuity. Imagine" is a company that transmits "interesting things" with an eagle eye while keeping its feet firmly planted on the ground. With tricks that go far beyond our imagination, Imagine is sure to continue to create a stir in the scene in the future.
