Since its establishment in 2006, BELF BAGGAGE has gained popularity among a wide range of people for its excellent functionality for cyclists and outstanding quality using Japanese craftsmanship. How does Kenta Sano, the creative director and designer of BELF BAGGAGE, deal with bags on a daily basis, and what kind of thoughts does he put into them? We will explore the appeal of the brand by closely following Sano's daily life, from his commute to his atelier, where he works, and more.
. The stimulation I received from Tokyo's messenger culture as soon as I moved to Tokyo.
Bicycles and bags are closely related to each other, aren't they? Are bicycles an integral part of "BELF BAGGAGE" as well?
SanoYes, that's right. I myself started riding a bicycle as a means of commuting to work when I first moved to Tokyo. At the time, messenger culture was just beginning to take off in Japan. I was fascinated by its coolness, and I have been riding ever since.
That was in the early 2000s, on the eve of the launch of the brand.
SanoYes, I did. Anyway, I was interested in messengers, so I contacted a messenger company called "T-serv," which still exists in Nishiazabu, and asked them to tell me all about it. I called them out of the blue and asked them what exactly they do (laughs). (Laughs.) From there, we began to interact with each other little by little. Even back then, there were a lot of messengers who were a little different from the others. Of course, there were people who were doing just that, but there were also many people who were doing other things besides messenger work, such as photographers. It was very stimulating to be involved with such people. Some of them I am still in contact with today.
Does your relationship with the actual messengers inspire you to make bags?
SanoI think that is very true. However, we did not create a professional model for them, but rather, while keeping the basics of the brand in mind, we thought about what it would be like for ordinary people to use it. Specifically, we scaled down the size, and added and subtracted functions necessary in real life. It was through this process that we launched "BELF BAGGAGE" around 2006.
The start of the brand . Several processes led to the style we have today.
What was the bag market like back then?
SanoUntil then, there were many major bag brands, but it was right around the same time that independent bag brands were starting to appear. New brands that included bicycle culture and had a background in side-riding culture were gaining a lot of momentum. The media started to pick up on the culture, and the existence of messengers and the street culture and bicycles were closely linked, and the mood was very exciting.
When you launched your own brand in this context, what did you consider in order to differentiate yourself from others?
Sano. First of all, the design. Since I was originally in the apparel industry, I was always aware that I wanted to create something basic but with a little extra flavor. Specifically, I used a luminescent print for the logo on the bag so that it glows at night, and I added embroidery to the design. We also used more colors than we do now.
. Derived from that, I get the impression that your current products are very solidly designed.
SanoIn fact, BELF BAGGAGE has been changing its brand taste every five years or so. The first five years were characterized by a strong casual element, followed by the "Holiday Collection" for the next five years, which continued the casual line, and the slightly more solid "S Collection" with added functions suitable for bicycles. The "Holiday Collection" was a continuation of the previous casual line, and the "S Collection" was a little more solid, adding functions suitable for bicycling. In 2016, the company celebrated its 10th anniversary, and the "Holiday Collection," with its strong casual elements, was reduced and the focus shifted to a more solid and functional direction, which is what we are doing now.
Did you have a change of heart?
SanoFirst of all, my tastes and interests have changed little by little in the 10 years since I launched the company. So I decided to focus on simple, solid, and functional bags that fit easily into my current lifestyle. Also, many of our customers have asked for bags that can be used for work. The casual design bags in the beginning were used by students in particular, but as I grew older, people started to ask me, "When will you use this bag? I think that, like myself, people have grown older over the past 10 years and have begun to ask themselves, "When will I use this bag? I think it is a very happy thing that the brand itself has been able to grow together with the fans who use it in such a way. With this trend in mind, I thought the 10th anniversary would be a good opportunity to take the helm of the brand.
The "GEARED" collection was developed with a clearer usage in mind.
The bag you are using today is also very sophisticated.
SanoToday's line is called "GEARED," and it is a line that focuses on more specific uses and delves deeper into functionality and design than the regular line. For example, a road bike and a mountain bike are completely different things. Of course, the required functions and shapes are also different. The "GEARED" line is a line that has been developed by focusing on each of these themes one by one.
He said the bag is more hobbyist and focused on a distinct lifestyle.
SanoYes, that's right. The model we are using today was developed under the theme of "TRAVEL. For example, when working on an airplane or in a bullet train, the entire panel can be hung on a hook in front of the seat or inserted into a net. There is no need to take out the PC, cords, documents, etc. from the bag every time, and it is designed to allow you to move as smartly as possible. Of course, it would be more convenient to be able to take out the entire bag at the hotel where you are staying or at the office on a daily basis. . I also put a zipper pocket in a place where I can reach it while walking with the bag on my back on a trip. I also try to design the pockets of my pants so that I don't have to stuff them full of stuff.
. We would like to propose the enjoyment of a new lifestyle with the bag as a starting point.
Was it not difficult to link the concept and functions so clearly?
SanoActually, each of the "GEARED" projects has a real person in mind. Of course, they do not appear publicly, but for example, an acquaintance who travels a lot on business, or a friend who rides his mountain bike very stoically. Of course, to some extent, we give shape to their images, but through conversations with them, we also feed back such detailed functional aspects into the design. This is why almost all of our models have a target audience, and we are able to utilize their real voices in our products.
It is an interesting approach to have people who embody the lifestyle we envision, to make bags for them, and to have the users who purchase the bags expand their ideal lifestyles from there.
SanoThis is something I have been conscious of ever since I started the brand. We would be very happy if even just one or two more people would say, "Since I've gone to the trouble of making a bag, I might as well try riding a bicycle. For this reason, I wanted to break the concept of a bicycle bag being a sports bag, which was the norm at the time, and I have continued the brand with the aim of creating stylish bags that are easy for ordinary people to carry in their everyday clothes.
. While the design and concept of the look and feel may change, these roots have remained consistent throughout the years.
Sano. I still don't have any sense that I'm making a real specialized tool. It is just an extension of my daily life, but when I change my mindset and try it with my hands, my world expands. I don't think you can have that kind of experience unless you have a chance to do so. I would be most happy if "BELF BAGGAGE" could be one of those opportunities.
