How did a substandard wallet that goes against the grain of the world come to be?
KUBERA 9981" is an up-and-coming brand that just debuted in May this year. The brand's motto is "Everyday life is a journey. KUBERA 9981 is a brand of small leather goods that incorporates the world's rarest luxury leathers and one-of-a-kind original leathers into today's lifestyle, under the slogan "A safe for those who travel through life. The brand's wide range of colors, from chic to neon, which is rare for leather products, and the design and size that do not fit into the category of wallets, are gaining a unique position in the market. We decided to conduct a special interview with the designer, who usually refrains from media exposure, in order to get a closer look at the deep appeal of Kubera 9981, which can only be discovered when you actually hold it in your hand.
Rich variations in inverse proportion to the commitment to leather.
All of your items are distinctively different from the rest. How was the brand born?
designerThe market for bags and wallets has changed dramatically over the past few years. For example, business bags are replacing briefcases with backpacks, and the need for wallets is disappearing as people can pay their bills with a single smartphone. On the other hand, I also feel that the unique Japanese culture has greatly influenced the use of wallets. Some people use cash instead of credit cards, some people carry good luck charms in their wallets, and some people use feng shui to determine the color and design of their wallets. What is the wallet that these people are looking for? This brand was born out of the consideration of what these people are looking for in a wallet.
Models with German leather (basic line).¥57,000-75,000+TAX
Do you think "leather" is one of the factors that make the brand what it is?
designerThat's right. Conveying the quality of leather is also an essential element of the Kubera 9981 brand. We are particular about "beautiful and beautiful" leather. Of course, there are people who prefer leather that has changed over time, but when it comes to wallets, we thought that a "beautiful and clean" model would be the best. This does not mean that we are excluding people who like leather with a certain taste, but we have created a product lineup that allows many people, including those people, to find the leather they like and feel the charm of leather in a new way.
Exotic line ¥55,000-300,000+TAX
That leads to this abundance of variegation?
designerYes, we have three lines. The basic line uses standard leather, the exotic line uses leather from various animals such as seals, elephants, and crocodiles, and the hybrid line crosses trends. To be honest, I am aware that it is unreasonable to position these as a single brand, but I believe that there is no need to narrow the market by forcibly narrowing the product line. The quality of the leather and the processing are different, but at Kubera 9981, we are conscious of adding value to each product. The three lines are consistent in the sense of "conveying the goodness of leather," and that is the theme of Kubera 9981.
Hybrid line ¥10,000～28,000+TAX
While the quality of the leather is common, how do the targets approached by each line differ?
designerFor fashion-conscious teens and 20-somethings, the Hybrid line released this time in neon colors would be a good match. The exotic line is for those who want to have a model different from others or those who are luxury oriented. Although the quality of leather and the target market are completely different, the entry point for people to appreciate the quality of leather is the same. I think it doesn't matter who has which line or model. In fact, the neon colors that we created for young people are popular among older people, and the pink ones, which were designed with women in mind, are also owned by men. As a result, people have a model they like regardless of gender or age, which in a sense is a happy miscalculation.
It is the opposite of the times.
The size of "Kubera 9981" is also a feature of this wallet, isn't it?
designerOf course it is a wallet, but it is positioned as an accessory. It is neither a bag nor a clutch. Depending on the size, some wallets can hold a smartphone, cards, USB, cash, and even a passport. It's all in one. This is the kind of model we were aiming for. At pop-up stores, people ask, "Is this a wallet or a bag? Is it a bag? It doesn't matter which one it is. It is important that there are people who hold it in their hands and care about it, and that there are people who are looking for this kind of model. That's why you could say that the Kubera 9981 is characterized by its ruggedness, width, and size.
What are some of your design points?
designerFirst of all, as you can see from the width of the bag, it has a high storage capacity. For the zip, we asked to develop a new wide zip. This goes against the trend since small wallets are popular nowadays, but there are always people who are looking for this kind of storage capacity. It can also be used as a bag if you can fit a smartphone or other items in it, and if you can even fit your passport in it, you can take it with you on trips abroad. However, if you only pursue storage capacity, the design will not look good, so we also focused on the design aspects such as the aforementioned zippers. Of course, functionality is also at the core of the bag.
Model using cordovan ( Basic line ) ¥45,000-60,000+TAX
I think it is because I have been in the leather industry for many years that I find Kubera 9981 attractive in terms of cost performance.
designerWe are devising various ways. For example, we have obtained cordovan with marks that are not noticeable at first glance at a slightly lower price, and although we generally do not process cordovan, we have achieved a high cost performance while making it work as a design by applying a grain finish. Leather products are not inexpensive, so we make various efforts to make them affordable for everyone.
Models made of Italian leather (basic line). ¥50,000-65,000+TAX
Finally, what is your outlook for the future?
designerWe are a brand that has just made its debut. is the most gratifying compliment for Kubera 9981. We also hope that people will feel the goodness of leather and the charm of leather through Kubera 9981's products.
