PROFILE
Born in Oita Prefecture in 1967, he founded "SOPH." in 1998 ((), renamed "SOPHNET." in 2002 ()), and has continued to gain fans by offering sophisticated everyday wear. The following year, in 1999, the brand launched "F.C. Real Bristol," which was based on the concept of a fictional football team, and in 2008, it launched an experimental menswear (uniform) project, "uniform experiment," and continues to lead the scene with its challenging strategy. A new store is scheduled to open at the end of July in a new commercial complex in Shibuya called "MIYASHITA PARK.
PROFILE
Born in 1983 in Kagoshima , Japan. Graphic artist and art director who runs the creative studio "YAR". He has been active in a variety of fields, including fashion, music, advertising, video, and space, and has been featured in various solo and group exhibitions in Japan and abroad, and is now attracting worldwide attention. He has also resumed his activities with DJ TAKAKAHN in the music unit "YATT," and has recently released his first new song in 10 years in advance of the release of his upcoming album in October.
PROFILE
Born in Tokyo , 1990. MC of "KANDYTOWN," a hip-hop crew from Setagaya, Tokyo, and a member of several groups and bands, including "BANKROLL" and "Zutzreterz," as well as track-making for solo work, he is well supported for his unconventional and diverse musicality and activities. He is currently working on an album under his own name, and as "KANDYTOWN," the analog version of his second album "ADVISORY," released last year, is scheduled for release on Wednesday, July 29. On the same day, his ally KEIJU is also scheduled to release a new album.
I could really imagine Ryohu making music with the atmosphere of "one mile". (YOSHIROTTEN)
. Could you tell us how "1MW by SOPH." came into being?
Hirofumi Kiyonaga (hereafter Kiyonaga):First, g.u. approached me and we had our first meeting in May of last year. After receiving the offer, I told them that I would like to work on this kind of concept, and it was around July of last year that the concrete details of the project were finalized.
A: So, the concept that was solidified at that time was "one-mile wear.
Seinaga:Yes, that's right. In the beginning, we talked in Japanese about how we wanted to make clothes that could be worn within a 500-meter radius, loungewear that could be worn at a convenience store. In fact, I had the idea of making such clothes even before that, and in the early 2000s, I even made a line of "homewear" at Sof, but it ended up being just a piece of outerwear. But I thought that if we worked together with g.u., we could do that.
What was the most difficult part of the soffit inline?
Seinaga:One of the factors is the price zone. For example, if we were to make underwear with our usual quality and methods, the price would be 4,000 to 5,000 yen, but with g.u.'s production line and lots, we could make it happen for 490 yen or so. Also, g.u. had collaborated with other companies with strong characters, such as Kim Jones and NAOTO's "Studio Seven," so I felt that we were a little weak to play that card, so I sought a different concept (laughs).
. Once you had the blueprint, what was the reason for making the offer to YOSHIROTTEN?
Seinaga:I have met Yoshiro (YOSHIROTTEN) at various places for about 5 years. I think the first time was in Fukuoka. I had always wanted to work with him somewhere, but this time I thought he would be a good fit for the job.
YOSHIROTTEN (YOSHI):Kiyo-san approached me with the concept of "creating one-mile wear with g.u.," so I was able to visualize the idea immediately.
YOSHIROTTEN: Did you mainly work on graphics?
YOSHI:. Yes, that's right. I originally had an image of the graphics used by "Sohu," so I derived from the concept and incorporated the signs and road lines that I see when I walk around into the pictogram design. We started by asking ourselves, "What if we remixed the classic graphics and colors of Sohu and Uniform Experiment ("UE")? . That's what we started with.
The pizza packaging has the same graphics as the apparel, right?
YOSHI:Yes, I did. This is a prop in a video, not a product, but I created it based on the concept of an item that could be easily worn at home, go to a convenience store, and even pick up Uber Eats.
Ryohu, you not only wrote the music for the campaign movie, but also modeled for it.
Seinaga:In terms of the flow, I would say that I first went to YOSHIROTTEN, and then Ryohu went from there.
YOSHI:At first, I wanted to ask Ryohu to be a model, but I could imagine Ryohu creating music with the atmosphere of a one-mile walk from his house, so I asked him to listen to some of his past songs while I presented the project, and he said, "I like it.
Ryohu, do you remember how you felt when you received the offer?
Ryohu:Yes, I have done remixes before, but I had never done anything like a commercial before, so I thought it would be something I would personally enjoy. I had done remixes before, but I had never done anything like a commercial, so I thought it would be something I would personally enjoy, and I gave it a second chance. At the first meeting, I had a clear idea of the concept, and I already had an idea of what I wanted the video to look like, so when I thought about what I could do, I thought it would be my role to show the audience what I could do with the music. It was a process of trial and error.
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