How Kansai's first directly-managed store "Porter Classic Kyoto" was established. | feature

These days, e-commerce is at the height of its popularity. Yes, it is convenient and you can buy a variety of food, clothing, and housing, but there is no dynamism in the shopping experience. You can't buy anything unless you go to that store, you can't find information even if you search, the store is only open one day a week, you can't get a sale unless the owner likes you, you can customize a piece of clothing just for you, and so on. After all, I think that what is not on the Internet can be interesting. Originally, shopping at a store should have been a special event that uplifted one's spirits. A store that you want to go "all the way" to, just for yourself. There is such a place in Kyoto.

Porter Classic" has been introduced many times in HOUYHNHNM. It was established in 2007 by Katsuyuki Yoshida, who has created numerous bag masterpieces, and Reio Yoshida, who wrote the original story for the movie "Honokaa Boy. Under the concept of "global standards," the company pays homage to traditional Japanese culture and high craftsmanship, while incorporating the art and culture of all eras and continuing to manufacture products with a focus on "Made in Japan. We continue to create products with a focus on "Made in Japan" while respecting traditional Japanese culture and high craftsmanship.

The newly opened "Porter Classic Kyoto" is an entire two-story row house that has been renovated, with a facade that will make passersby in the city stop in their tracks and a calm, elegant black exterior. On the first floor, you will find not only new items for the spring/summer 2020 season, but also "PC KENDO" and "PC SASHIKO," which represent the brand, and "muatsu" by "Showa Nishikawa. The "NEWTON BAG" series, which uses "muatsu" from "Showa Nishikawa" for the straps, are fully lined up.

As you walk further into the store on the first floor, you will find a charming courtyard attached to the store, where you can relax and unwind in between shopping. On the second floor, there is an atelier where you can catch a glimpse of the process of making things by a seamstress, a museum that continues to evolve with changing exhibits, and a library space with books and materials that form the brand. The second floor features a studio where visitors can catch a glimpse of the process of making things.

A store that packs the brand's world view under one roof. You can get to know not only the new items but also the backbone of the brand. Isn't it kind of exciting?

PROFILE

Reio Yoshida

Representative Director, Porter Classic

Born in Tokyo, 1975. Photographer and writer. Born to a father, Katsuyuki, and a Czech mother, he moved to the U.S. in 1993 and studied film and photography at universities in Los Angeles, New York, and San Francisco; graduated from the San Francisco Art Institute Graduate School in 2003; became President of Porter Classic in 2017. His book "Honokaa Boy" was made into a film, which was roadshowed in Toho theaters nationwide in 2009.

An ideal store that I have wanted to do for many years.

Congratulations on the opening of your Kyoto branch. What are your honest impressions?

Thank you very much. Actually, I have always wanted to open a store in Kyoto, and I had been looking for a good location for about 5 years. But it just didn't seem to fit. When I found this place, I was very impressed.

What was the deciding factor?

It has a good "vibe" that naturally attracts people. The Nishiki Market is right next door, always bustling with people, and this place is just a stone's throw away from it. It's the kind of place where you step out of the tourist center and wonder if there are any good stores around here. That's why both first-time visitors and tourists come here to explore. It's the same as our style of travel. We enjoy the city in a way that is not found in guidebooks. I thought it would be interesting to create a store in such a place.

I see. Was this building originally a store of some kind?

It had been a residence since the Taisho Era (1912-1926). While leaving the beams and pillars as they were, we created a space with warmth that is typical of "Porter Classic. What is the direction the brand should take and what should be done within the given space? This is something we have been thinking about since the beginning of the company, and it has been like a journey with no right answer. However, now, we do business by presenting, offering, and selling clothing, bags, accessories, and many other things to customers within one place. Our seamstresses add touches and repairs to these items. Ideally, we would like to allow customers to experience both the selling and the making process under the same roof.

So you were able to realize this at the Kyoto store.

I think it will lead to new discoveries as well, as all the places where we make and sell our products will be concentrated in one place.

I would have to find a seamstress in Kyoto to set up my own atelier.

I would like to discover the next generation of seamstresses. If we can create things with the seamstresses in the west in this store. Our seamstresses are wonderful, and I would like to expand this circle.

Seamstresses are the backbone of the brand.

When my father and I started our company with just the two of us, the first person we hired was not a sales person, not a sales person, not a designer, but a seamstress. The real luxury is to have your own style of customization. To express that, a seamstress is indispensable.

The Kyoto store has a museum and a library. I felt this was another new proposal.

The reason why we have not only an atelier but also a museum and a library is, of course, to give our customers a direct look at the manufacturing process, to show them what inspires and stimulates us, and to convey Porter Classic's sincere attitude. This is because we want to convey the sincere attitude of "Porter Classic" to our customers. When we think about what the next store should be, everything is under the same roof. That the staff and customers can share this together. There is nothing better than this. Also, by doing so, our staff also gains and discovers something. It's not just about working in silence, but it's also about enriching our minds by always looking at things from different angles.