FEATURE| Special Wear Continues to be Created by Hokkaido's Renowned Moon Lloyd's Shop Vol. 2
Keep Warm with MOONLOID.
Special Wear Continues to be Produced by Hokkaido's Renowned Moon Lloyd's Shop Vol. 2
Moon Lloyd" has been offering high quality rare items and sharp styles from Touma Town, located almost in the center of Hokkaido. Did you know that this famous store has been running a pop-up store in Tokyo for several years? The items lined up there are from the store's exclusive "Nanga White Label" line. This once-a-year event recently closed with great success. Let's take a look at the background of the event and the outline of the up-and-coming brand, as seen in the words of Mr. Shinmei Shinmyo, the representative of Moon Lloyd.
Look at the e-commerce site and then look at the actual product , a format that goes against the times.
Mr. Shinmei Shinmei, the representative of "Moon Lloyd" who plans and shapes numerous special orders.
Moon Lloyd" often features down products, what is the reason for this?
spirit of someone on the first O-Bon after their deathHokkaido is famous for its agriculture and seafood, but we wanted to create a fashion brand originating from Hokkaido. When I thought about what kind of product would better convey the uniqueness of Hokkaido, I thought that "something warm made by people who live in Hokkaido" would be persuasive. We decided that down would be a good example of a warm product.
So that was Nanga White Label. What was the impetus for starting the pop-up?
spirit of someone on the first O-Bon after their deathNanga White Label" is sold on the e-commerce site, but the actual product is only available at the actual store in Touma-cho. So, as our brand's recognition grew, we often heard people say, "I'd like to try on the clothes and make a selection. So I decided to try a pop-up in Tokyo. The response was so positive that we decided to make it an annual event. This is the fourth time.
Do many of the visitors to the show purchase their items by mail order from "Moon Lloyd's"?
spirit of someone on the first O-Bon after their deathThere are quite a few customers who look on the Web, get the product information in their head, and say, "I want this model in this color, and I just want to check the size. I just want to check the size.
. This phenomenon is the opposite of the modern trend of buying, which is to check the size in the store and order on the web.
spirit of someone on the first O-Bon after their deathThat's right (laughs). In the past, we used to be like that, but now the pattern is completely the opposite.
Where did you start Nanga White Label? The coldest city in the history of Japanese observation.
Now, can you tell us a little more about the Nanga White Label?
spirit of someone on the first O-Bon after their deathThis is an exclusive line that Moon Lloyd has ordered separately from Nanga, and it is made from the mold and fabric. Also, the highest loft of down in the in-line Nanga line is 860 fill power, but the Nanga White Label is all filled with 940 fill power down.
The regular "Nanga" is known for its high quality, but I understand that you use even better quality down than that. And the name "strongest down" is also apt.
spirit of someone on the first O-Bon after their deathThat's right (laughs). But Asahikawa City, where Nanga White Label was established, has the coldest temperature record in Japan's recorded history. In late November, the temperature in Taima Town was already about 5 degrees below zero, and at night in the middle of winter, it was -30 degrees Celsius. . the level at which one's mustache freezes under one's nose. I'm not kidding (laughs).
Many people in Taima Town wear downs from outdoor manufacturers. But that is only for the mountains . They are supposed to be layered for temperature control. So, unless you put a fleece or something inside, it is surprisingly cold because of the wind. However, houses in Hokkaido are really warm, so people usually wear light clothes under their down jackets. Therefore, we decided on the name "Strongest Down" to express our wish for an outerwear that can be completed in a single piece.
The first model in the Strongest Series is the "Strongest Down Jacket type 1," an orthodox hooded jacket with front pockets. Like the other two models, it is made of Aurora-Tex® Light, a high-level waterproof and breathable material that is also extremely soft and lightweight. 940-fill-power, high-quality down provides an outstanding lightweight weight of approximately 680 g for a medium size. ¥83,000+TAX
The "Strongest Down Jacket type2" has even better wind resistance than the "Strongest Down Jacket type1". By installing a double layer of dry tubes on the front, the warmth of the front, the biggest cold spot of the down jacket, has been dramatically improved. The asymmetrical layout of the front pockets is visually pleasing. ¥86,000+TAX
The latest "Strongest Down Jacket type3" is a more minimalist version. With a retro outdoor-style stand collar design, it is one of the best in the series in terms of warmth retention. It is made of Ultra Dry Down, which repels water and allows moisture to pass through, so the loss of warmth due to wetting is significantly reduced compared to conventional down products. The underarm ventilation zips keep you warm and dry. ¥80,000+TAX
spirit of someone on the first O-Bon after their deathThe "Strongest" series has three models in different designs. . We have thoroughly pursued warmth as well as lightness.
I understand that the "Strongest" series is waterproof.
spirit of someone on the first O-Bon after their deathThe surface is made of AuroraTexLight, a completely waterproof material developed by Nanga.
Why did you choose this material? Well, when you are walking outside when it is snowing, the snow collects on your shoulders. But Hokkaido is very warm inside. If you go to a pub, the snow will melt and soak through. So, as well as warmth, waterproofing is also essential in our lives.
What does it mean that Moon Lloyd is full of special orders?
Nanga White Label" is one example, but why are there so many special orders in the first place?
spirit of someone on the first O-Bon after their deathWhen I started "Moon Lloyd," I realized that I could not compete with the big players even if I ran a store with ordinary products. Then, when I thought about what I needed to do to compete in this industry, I realized that I should deal in products that are not available anywhere else.
spirit of someone on the first O-Bon after their death. At first I thought about starting a brand, but then I thought that would give it a specific color and have a limited lifespan. . I thought that if it was in the form of a special order, it would be possible to change with the times and needs.
It seems like a new business format. Because it is simply amazing to attract that many people in Tokyo, a city overflowing with so many things.
spirit of someone on the first O-Bon after their deathRecently, we have received invitations from Kyoto, Fukuoka, Nagoya, Sapporo, and other cities to do pop-ups. We are very grateful, but since we are a small company, we have to close the actual store in Touma-cho if we send our staff there. Of course, we would like more people to see our products, but it's not easy.
It is not something that can be easily obtained, but the "Strongest" series is worth the trip.
spirit of someone on the first O-Bon after their deathWe are in a place that has the record for the lowest temperature ever recorded, so you can trust us. We usually live in minus 20 degrees Celsius (minus 20 degrees Fahrenheit).
