We want to leave something behind that will make the world our children will live in in the future a little better.
The office is bright and open, with plenty of space for each person to work, making it a very comfortable place to work.
I think that F.C.E.'s stance on sustainability is very sincere and healthy in today's fashion industry.
Yamane: Of course, I have great respect for the environmental initiatives that major global outdoor manufacturers are doing to play a social role and engage in activities related to mountains and nature, but our company cannot go that far on that scale. So we decided to change our own mindset. We want to make what we want to make, but we don't want it to be functional, sophisticated, and satisfying. As I mentioned at the beginning of this article, I think it is mainstream worldwide to make products from recycled materials, but easy-care products are also very sustainable in the sense that they do not use much water for washing. This is a new experiment that we have never tried before, and as a brand, I think we need to communicate this more to our customers in the future. However, I don't want to make it look like it is marketed in such a way that you can feel it when you come to "ROOT" in Daikanyama.
I don't have to tell you....
Spring Mountain: Yes, if you are going to buy something, it is better to buy it anyway. Our stance is that if we are going to make a product anyway, it is better to make it in a sustainable manner. This knit was not conceived for the purpose of using the yarn, but rather as an idea and thought of "I want to make this kind of clothing! I wanted to make this kind of clothes! Overseas, recycling is commonplace, and while we are inspired by this, it is hard to force ourselves to do so, and if we focus only on the ecological aspect, we will be limited in the range of items we can make because of durability and other problems.
What do you think is the most important aspect of sustenance manufacturing?
Yamane: We are not a luxury brand, and we believe that a brand should be a part of people's daily lives, so we are always conscious of supplying products that are high in quality but affordable. So, we always try to supply products that are high quality but affordable. If customers feel that way, that's all that matters to us. Even if we have our own ideas behind it, we don't want to be pushy.
You said you don't get too comfortable with the word "sustainable".
Yamane: I believe that designers have a very important role to play in the first place: they embody ideas and convey information to customers through the products they create. That is why, rather than push sales and marketing techniques, I believe that unless a product has a function and design that becomes a part of daily life, whether it is sustainable or recycled, it will not become a beloved item that will become part of a person's wardrobe. When we face an object from that perspective, we want the person who picks it up to be happy because it is actually recycled when he or she sees the washing label, etc. If I'm going to have it anyway, I'd be happy if it's a little more environmentally and lifestyle friendly. That's all we need to do. We, as makers, are very happy to be able to propose such moments through our products.
The term "new normal" has been coined. Has the Corona Disaster changed that?
Yamane: Until now, we had a routine of holding exhibitions in Paris twice a year, followed by an exhibition in Japan when we returned, and then the women's team would hold exhibitions in Paris and New York after that. Then, at the end of January of this year, I went to Pitti and had an exhibition in Paris for a month, and when I came back, the lockdown started all over the world. However, the exhibition in Japan was over by the end of February, so I was not affected too much, but I still had to close my store, and it is true that many systems in the world have changed drastically in the past few months. However, I have a positive mindset, so I have managed to get through it with a positive attitude, changing the way I do things, both in sales and in communication with customers. I am positive about the fact that I have been able to see the contradictory cycles in the past.
I see that you have moved to a new office.
Yamane: When I held an exhibition in Paris last year, I felt that my office space was too small, and just as I was looking for somewhere else, I found out that this property was available. It was spacious and close to the store, so I had put in a tentative application, but I sensed that business was going to get tough, and I thought about canceling it. But the real estate agent, perhaps because of the timing, agreed to our unreasonable conditions, and we decided to rent the place (laughs).
It is indeed spacious, and the open design is very nice.
Yamane: At that time, we held an exhibition for the 2021 S/S season, but because of Corona, local dealers were not able to come to Tokyo, and we felt that we had to change our ways of doing things. We decided to create a place where we could make a more detailed presentation, instead of just holding two exhibitions a year.
I also think it's great that you are taking the initiative to expand at this time.
Yamane: Of course, it will cost more than ever before, but as a company, we have set a goal for the past year to "cut waste, to change the environment, and to improve the business infrastructure to increase productivity. As is the case with the fashion cycle, for example, things that were considered good in the past will definitely be reevaluated, and this is actually happening. In order to keep the brand alive, we have to think and act on our own. If this is the case, it is important to change the mindset of all staff members and create an environment where they can work comfortably, rather than working in a cramped environment, which is also a significant social role. I did grow a little taller, though (laughs).
It's a white company that makes me jealous.
Yamane: However, I have been told from many quarters that I am "crazy in this day and age. However, in my opinion, this is one form of sustainability. For example, we think about productivity, create a suitable environment for manufacturing, and try to make tea in our own cups instead of using plastic bottles. If we can just make a small change in each person's awareness, many things in the world will move in the right direction. If the current business model of making products, holding exhibitions, selling them, and having people buy them is still viable, I feel that we need to raise our awareness even more in the future.
The office is not only a place of work, but also a place to stimulate children's curiosity. For Haruyama and his family, being able to spend even a small amount of time with their family in the midst of their busy schedule is the best refreshment they can get.
I understand that your two children also frequent this office.
Spring Mountain: Yes, it is. It's like a family-run family business, and I feel bad for all the staff (laughs). (laughs) But otherwise I wouldn't be able to work long hours.
Women are now at the forefront of society, and one important theme is to create a comfortable working environment for women.
Yamane: I think it is also realistic in this day and age to change things differently in response to changes in our lives. I had never thought about ...... before, but the Corona Disaster made me realize many things about the parts of the office environment that I had dared not to look at. The Corona disaster made me realize many things. When I think about it, I think it was very good timing. Except for sales. But (wry smile).
Children grow up watching their parents working. He can't help but relax and smile because this is just one of his daily routines.
Finally, what is your outlook for the future?
Yamane: I myself had never been interested in sustainability, in fact, I was rather negative about it. However, as I did more research, I learned that emitting large amounts of carbon dioxide has a negative impact on children and the natural environment, and I began to think that this was a bad idea. FCE has begun an experiment to replace about 60% of its products with recycled materials, even though it is difficult to achieve 100% recycling. The first of these efforts is the knit line introduced here. The world as a whole tends to be gloomy and negative, but there are already positive steps being taken to address this issue, although it will take time. I think that is the first step. In this way, I would like to leave something behind that will make the world our children will live in a little better in the future.
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