Three perspectives on the incomparable new select store UNFOLLOW. | feature

Unparalleled up-and-coming select store
Three perspectives that unravel UNFOLLOW.

UNFOLLOW, a select store that started in 2017 with the concept of "not following," has taken a new direction for the 21SS season. After rebranding, the noble concept has been further refined and seems to be gaining support mainly from young people, transcending gender boundaries. Its unparalleled pulse reminds us of the early days of the famous stores of the "BAYCREW'S" group, such as "RECHOP" and "WISM," which are also well-known in HOUYHNHNM's. To get a closer look at the true face of "Unfollow," we visited the relocated Tokyo store. We will unravel the store from three perspectives, including an overview of the rebranding, a conversation with the designer of the original FOLL brand and stylist Ramuda Takahashi, and styling using the latest items from the 21SS collection.

Photo_Kyouhei Yamamoto

Text_Masahiro Kosaka (CORNELL)

Model_Kenta Sakamoto

Edit_Yuri Sudo

I feel that they know the quality of vintage clothing, but are making clothes that are the opposite of it.

Lastly, the waffle crew neck. It is neither a thermal nor a sweatshirt, but a combination of the best of both worlds, isn't it?

Hirasawa:During the period when the seasonal theme was used as a reference, there was a shortage of sweaters, which led to the creation of thermal, a warm-weather garment. They were very useful because they were inexpensive and retained heat. . This product was made so that people could wear it loosely like a sweatshirt. Waffle fabric is thin and easily stretched, so we prevented this by making it thicker by degrees to the limit.

Takahashi:, indeed, it has the hefty weight of a wool tweed.

Hirasawa:Also, if the yarn is this stiff, it is more likely to shrink in the wash, but this one is made with 18 twin BD yarns with a weight of 895g. ......

Takahashi:I'm going to go back to the "I don't get it" talk (laughs).

Hirasawa:Sorry (laughs) . In other words, we have made the fabric so dense that it cannot shrink any further. . Also, the fabric is finished in such a way that it does not lose its appearance when washed. I think people pick up a thermal when they want to look nicer than a sweatshirt, so I made it so that it can be worn beautifully indefinitely.

Takahashi:Like the tightness of the ribs, I can see a glimpse of Hirasawa's personality from every aspect of his work (laugh). (Laughs) And yet, it is interesting that you love vintage clothing. I get the sense that you know this, and yet you are creating something that is the opposite of what you are interested in. How old are you now?

Hirasawa:I will be 24 years old this year.

Takahashi:So young!　It's really amazing that at your age you think so much about clothes and are so particular about making them.

Hirasawa:Thank you very much. I always think that I do not want to make any compromises just because it is an original brand of a select store. As long as we are making new clothes, we want to make clothes that will not be thrown away even 10 years from now.

Takahashi:The word "sustainable" has become popular, and it is true that "clothes that cannot be thrown away" is the true meaning of clothes in the first place.

Hirasawa:. I really think so. I don't think that "wearing something because it is eco-friendly" is love. Rather, we want people to think, "I want to keep wearing it because I like it. And I think it is up to us as clothing makers to respond to that desire with quality.

Takahashi:I'm so hot~! (Laughs.) A long time ago, I saw a T-shirt from a London brand called "GIMME FIVE" with the words "I DON'T WANNA BE A FASHION VICTIM" printed on it. But I've been kept alive by clothes all my life, so it's more like "I WANNA BE ......." And now, Hirasawa-kun is completely in charge. I think you should go all the way with it.

Hirasawa:It was somewhat of a relief to hear such words from Mr. Lambda about what I have done. Thank you very much for your time today!