The brand name is derived from the Japanese word for "small articles!

First of all, many people in Japan are interested in the brand name "Comono". I heard that the name was inspired by the Japanese word "komono," which means "small articles.

Raf.We are a brand that mainly develops "accessories" such as sunglasses and watches, so when we decided on a brand name, we first made a list of words for "accessories" from around the world. The Japanese word "ko-mono" was chosen by a vote of our staff. In addition to the sound of "ko, mo, no," the visual of three "o's" in succession was also wonderful. As you can see in the logo, the first two "O's" are sunglasses, and the last "O" is a watch.

That's amazing. It is more than a coincidence, it feels like fate. Were you interested in Japan before you decided to use the Japanese word for "accessories" in your brand name?

Raf.Yes, I have been to Japan many times for snowboarding and skiing. My hobby is snowboarding, so I visited Japan many times to snowboard and ski. What I found most appealing was Japan's unique precision. For example, even a single neatly arranged display in a store, you can sense the meticulousness and seriousness of the Japanese people. That is why I was happy when the brand name was finally decided to be "small articles" in Japanese.

The sophisticated design is typical of Antwerp, with excellent cost performance.

What is the concept and theme of your brand, and what is the core of your manufacturing process?

Raf.First and foremost, we place importance on the image of the brand. Not only the products themselves, but also in marketing such as catalogs and advertisements, we try to create a brand image like that of a luxury maison.

Comono" has been shooting advertisements and other materials in various countries around the world. Here is an image of the film set in Japan.

I see. But I think the price range is very reasonable?

Raf.That's right. The image of the brand is high-end, but the actual price is affordable to everyone. The concept of "Comono" is to provide such high quality products at a reasonable price with high cost performance.

What about the design aspect?

Raf.The most important thing is to focus on materials in a contemporary design. The latest watch has a cork belt. I am in charge of visual design and Anton is in charge of design, and I am based in LA, while Anton is based in Antwerp, Belgium. So, in terms of design, it is refined and minimalistic, just like Antwerp.

Collaboration models with artists are also noteworthy!

Also, speaking of "Comonos," the collaboration model with Basquiat that you presented in your 2014 watch collection is very impressive.

Raf.: Yes, that's right. We have released a collaborative model with Basquiat, but basically, until now, we have collaborated with artists from Belgium, as represented by Magritte. The reason why we don't care about current or deceased artists is that we respect them as artists, of course, but the image of our collaboration is that we are collaborating with works of art.

I feel that "Comono" has a high level of fashion, including the "Curated" model.

Raf.We want people of all ages, men and women, regardless of age, who are interested in art to wear our products. I would be happy if [COMONO] watches and sunglasses become part of the lifestyle of people who spend their holidays at museums and libraries.

A flagship shop will eventually open in Tokyo!

What is your vision for the future, including a full-scale launch in Japan?

Raf.We are proud of the potential of this brand. For now, however, we would like to concentrate on the stores that currently carry our products and further evolve the "Comono" brand with our partners around the world.

I hear that you have flagship stores all over the world?

Raf.: Of course, the flagship store is important to convey the brand's background and image to customers, so that is one of the ideas we are considering. Currently, in addition to Antwerp, we have flagship stores in France, Portugal, and Taiwan, and we have been approached by partners in other countries to do so as well. However, we do not intend to increase the number of flagship shops in the dark. As I mentioned earlier, we value the image of the brand, so we will carefully examine various things before making a decision in order to create a store that expresses the world view of "Comono". In my mind, however, I would like to open shops in Los Angeles, New York, and Tokyo (laughs).

He is also eager to collaborate with Japan.

Going back to the topic at hand, how do you feel about the Japanese fashion scene?

Raf.I have been to many countries around the world, and I think that Japanese fashion and the Japanese people's sense of fashion are truly wonderful. I respect Japanese fashion designers for their dedication to learning, and I have been influenced not only by fashion but also by Japanese architecture, such as the buildings created by Tadao Ando.

By the way, you have collaborated with Belgian artists so far. Are there any Japanese brands or creators you would like to collaborate with in the future?

Raf.: That's a difficult question (laughs). If I had to say, I would say Comme des Garcons ....... No, it is difficult to list them here now. However, it is interesting to work with select stores, not just brands or people, and there are many people in Japan with whom I would like to collaborate.

Lastly, could you give a message to the readers of "Huinamu" and fans of "Comono"?

Raf.I would like to thank all the people in Japan who have taken Comono products in their hands so far. I will do my best in designing products so that "Comono" will continue to be a brand that will please everyone, so please continue to support us. Arigatoo gozaimasu!"