A little too unique!
To the new store with all the twists and turns.

Interview01 by Kentaro Tsukada.

No, Mr. Fukuda said he was going to open a store.
I came here with very high expectations.
But this is still unfinished, right?

Mr. Fukuda (hereafter, Fukuda): It's finished.

What?

The poured concrete and
On bare soil,
A staircase is one step away.

Bare walls.
Is this complete...?

Fukuda: Now all we need is a shelf and a grinder for hand drip to come.

It's pretty bare....

Fukuda: Yes. The interior of a normal store is more of an addition, isn't it?
　But what is this building?It's very Showa, so that's what's new.
So, basically, we did not add anything, and stripped off the walls.

Yes, it looks good.

Fukuda: Right. It has a great vintage feel, doesn't it?
I can't find sashes of this standard even if I look for them now.
Incidentally, the name "Laundry" also comes from the fact that this was originally a laundromat.

Maybe the "LAUNDRY" sticker on the window?

Fukuda: I am making the most of it (laughs).

Stickers left behind by the previous owner.
In this way, it is somewhat tasteful.

You mean an outdoor and coffee shop, right?

Fukuda: Hmmm. I'm not sure about that now. I think it's a little too generic.

Yes! This project is an outdoor axis... (laughs).

Fukuda: Of course, I think we will deal with outdoor items,
Plus I want to do something with a twist.I think.

That sounds like Mr. Fukuda.

Cassette tapes and coffee,
Counter with lights.
Stand here and have a drink.
You can have it.

Standing in the store is
Mr. Fukuda himself.

Fukuda: What I am thinking about now is that there is a way to provide a venue.

Pop-up type of thing?

Fukuda: Yes, yes. It's like you're turning in more and more pop-ups of various people and stores,
Every time I come here, it's a different restaurant, isn't it? I wonder if that would be a good idea.
At any rate, we had a guerrilla opening on May 4,
At that time, I called "Kozaburo Saito Shoten".

Oh, you're a Jordanian maniac. I'm not outdoorsy at all (laughs).

SAITO KOZABURO SHOTEN

Outdoor & Vintage Clothing
Shop-in-shop.

He is an old friend of Mr. Fukuda,
Masaki Saito is a fellow outdoorsman.
Usually a select store in Koenji
In "whimsical."
I have a store, though,
On this day, we are traveling to "The Laundry".

Kozaburo Saito Shoten

A shop-in-select store owned by a big NBA fan. Not only sneakers, but all kinds of things from that time period are lined up. Be sure to take a look at the valuable secondhand clothing, which is surprisingly priced below market value. The owner, Mr. Saito, who used to work at an outdoor store, loves to play outside, and in fact, there is even camping gear in the shop. This is a great place in Koenji where you can find many bargains.

SHOP DATA

• Address: 4-4-12 Koenji-Minami, Suginami-ku, Tokyo
• Hours: 12:00-19:00 *Closed irregularly
• @saito_kozaburo_shouten

Not necessarily camping gear!
What will be lined up is unknown.

Interview02 by Kentaro Fukuda.

I'm sure you are indeed dealing with wontons.

Fukuda: I will indeed do it (laughs).
So far I've only done wholesale and online, but online is a technique.
If you follow something like a selling technique, you can do it to some extent.

I think the timing of the announcement is very important.

Fukuda: Yes, yes.
Also, on the Internet, there is absolutely no one who buys "wontons" without knowing about them.
evenIf it were a real store,
There's a chance they'll just wander in and buy it.I thought.
It creates a sense of expansiveness.

Fukuda-san's mind is filled with endless concepts...
It may be.

I see. Do you have any plans for the future of the store?

Fukuda: I want to make sure that people don't say, "That's the kind of restaurant we have there" (laughs).

Don't you want to be categorized?

Fukuda: I'm a twisted person. The outdoors is going to be the axis,
I would like to extend outside of that.
It's a private store, but I want to go wild in a good way.
I would like to include some of the "wow" moments that might surprise visitors. I would like to include some of those "wow" moments.

Saito Kozaburo Shoten" is already a bit of a blur, isn't it (laughs)?

Fukuda: Yes, yes. Jordan, Jordan, Jordan, Goal Zero, and that kind of assortment (laughs).

I'm looking forward to seeing how the restaurant will turn out.
It's like every time I come here, it's different.
It's like the last time you were in the outdoors, but the next time you come here, it's a bookstore (laughs).

Fukuda: I like that kind of feeling too. The outdoors is a big place to begin with, isn't it?
Camping, climbing, biking, fishing, and many other things.
thereforeI hope to express that expansion in this store as well.
I also feel that there are still some untapped gaps in the outdoor context.

When brewing drip coffee
This burner.
Use,
I thought,
This is with the display.

Mr. Fukuda is a member of the
He comes to the store on a motorcycle.
If you hear the sound of "bloro...
Signal for opening.

Yes, there are some small things that are a bit out of place.
Including the interior, it is still unfinished, but it means waiting for the future.

Fukuda: No, the interior is now complete (laughs).

Rather like now?
Brand colors in full bloom
The sharp design shines through.

Interview03 by Tomomi Kishita.

Isness started very early on.
You incorporated the outdoors into fashion.

Kishita-san (Kishita): The brand was launched in 2001.
I guess it was around 2002 that I started to incorporate outdoor activities.

At that time, there was nothing else like it.
What brand was mixing the outdoors with fashion?

Kishta: Yes, that's right.
At the time, rock music was at its peak, and I wanted to differentiate myself from others,
It's like taking the outdoors in.

I was impressed by the crazy patterns. I have many of them.

Mountain Parka as of 2003.
The pop coloring is impressive.

A wide variety of colorful clothing typical of "ISNESS" is on display.

Personally, I thought it was amazing,
I was just using GORE-TEX material in small batches.

Kishta: That must have been a good time.
I know that the GORE-TEX company has a strict screening process when using their materials,
And the standards were well met,
The outdoors was not as exciting as it is today, so we could make items even on a small scale.
So at that time, there were a variety of products with functions that could be worn outdoors,
It would be difficult to do the same thing now.

in this day and age
In unthinkably small lots.
Produced by.
GORE-TEX shell.
The passion of the "isness" is evident.

Simple design...
Pretending to be,
The inside is loud.

is-ness × sierradesigns EZ GEAR JACKET ¥52,800

The gimmick is amazing.
It's full of details that ordinary outdoor brands wouldn't come up with.

Kishta: Indeed. You can detach parts and transform their shapes,
Many of the specifications were a bit unusual.

The gimmick was a good one, but it also worked well for outdoor use.

Kishita: When I travel abroad, I can also deal with sudden rain,
I wanted something that was fashionable.
When I'm traveling, I'm limited in the clothes I can bring,We also wanted to make it multifunctional.

The clothing you collaborated with "DESCENTE" was amazing, wasn't it?
I had one myself, but it had built-in gloves and a mask coming out of the hood.
It is not at all old-fashioned even in this day and age.

This is a collaboration with DESCENTE.
It is gorgeous and different from common winter wear.

We will continue to provide sensational
Things keep popping up.

Interview04 by Tomomi Kishita.

What kind of outdoor-inspired items do you have these days?

Kishta: There were some in the early days,
We recently released a line called "Holy Mountain."

Outdoor enthusiasts will know it,
Holy Mountain logo.
Outdoor-oriented items were endowed with this logo.

I miss it! It's an old logo.
Come to think of it, you recently collaborated with [SIERRA DESIGNS] as well, didn't you?
The silhouette is large in width and short in length. Is the material "60/40 cloth"?

Kishta: Yes, that's right.
Others include [GENERALRESEARCH].
(*currently <Research (.... .RESEARCH))
Setsumasa Kobayashi's masterpiece published in 1998,
The "Parasite" series, with its countless pockets, has been redesigned in the "ISNES" style,
It will be reprinted.

Oh, I know! A jacket with a crazy amount of pockets.

Kishta: Yes, yes. This is it.

Shoulders, chest, even the hood,
This high-impact jacket is filled with pockets.

I'll buy it. And I want to put it in all my pockets (laughs).

Kishta: I'm afraid I won't know what I put in where (laughs).

Are you going to reissue any of the old models?

Kishta:Now I am making nostalgic items again.We plan to bring it out next spring/summer.

Oh, I'm looking forward to it! Personally,
I'd like to see "ISNES" gimmicky items made with cutting-edge materials!

Kishta's conception has not yet stopped.
Look out for upcoming items.

We were there back then, too,
And the boys of the new generation,
I'm not a fan of revivals.

Interview05 by Hirofumi Kojima.

Mr. Kojima (Kojima): I brought the best one for Taira-san today.

(Interviewer Taira-san) It's "adimatic!
I love it, but the new colors are great too.

Since its reissue in March 2022,
Adimatic" has enjoyed explosive popularity.
The new colors start with blue, which is a special order for ATMOS,
They will be released sequentially.

Kojima: The review is also available on the "Atmos" YouTube channel.

【adidas] New ADIMATIC colors are here! atmosTV is the first to unveil & review!
The popular adidas meeting will be held again! -atmos HEADLINE NEWS-Vol.112

I think of it as "adimatic" for our generation.
It was popular to wear them in outdoor style and street fashion.

Kojima: These shoes were made for skating in the 1990s, but none of the skaters were wearing them (laughs).

I see that the number of revivals from that period is increasing.

Kojima: It seems to look very fresh from the perspective of children born around that time.

For our generation, it's nostalgic and we buy it. It sells to young people and old people alike (laughs).
I know "atmos" has been doing a lot of outdoor stuff lately.

Taira-san's feet today.
Unique gimmick with a pouch on the upper.
New Balance M2002RVA ¥24,200

Kojima: Yes, that's right. I am collaborating with "Grip Swanee" this time,
Camo patterned apparel and a tarp and tent will be offered in the same pattern.
And GORE-TEX shoes by Asics.
The kind you can wear to camp.

Do many people buy the same pattern as a set?

Kojima:There are a lot of them. Especially people from overseas.
Sneaker lovers like collectibles.

Atmos is no way.
Collaboration with Grip Swanee.
A tent of the same pattern will also be available.

Original
In the camo pattern
Grip Swanee's
Logo in.

What is this? What's AQ24?

Kojima: This is a collaboration with Mr. Sekimura of "TOKYO HEMP CONNECTION (THC).
AQ24" means "together forever, 24 hours a day," and we're putting out a family pack.
We don't have it with us today, but we also have a kids' model in the same pattern.

Comfortable even when together 24 hours a day.
Exactly for camping.
Perfect wear.

Zebra and leopard pattern.
For outdoor wear.
While there are many subdued colors,
This flamboyance is surprising.
It seems to be popular.

For narrow and deep enthusiasts
What was,
Today, it is becoming widely accepted.

Interview06 by Hirofumi Kojima.

There are a lot of outdoor shoes, but how do they work?

Kojima: Nike has been coming out with outdoor-inspired items in particular recently,
That is quite popular.
Do you feel that sports manufacturers are getting into the outdoors?
Sneakers made with GORE-TEX are becoming much more common.

It was also because people stopped going out at night in Corona,
The increase in the outdoor population must also be having an impact.
In terms of GORE-TEX, there was also something like "Jordan," but what about that?

Kojima: It's already sold out.

There are a lot of flashy colors. Are those the kind of things that sell?

Kojima: No, solid colors sell better.
But we are a shoe shop, so that's not interesting enough,
It's like they dare to put something fancy.

Atmos Sendagaya has more than just the standard,
There is also a decent selection of core items that will stick with those who stick with them.

I see you have "On" in your store as well.

Kojima: They are selling quite well. We have a store now, don't we? There are also other shops.Hoka Oneoneone, Salomon...
And they're in good shape, too. I think most people wear basic street shoes.

I guess the fact that it can also be used for outdoor activities makes it a good value for money.

Kojima: I feel that the boundaries are disappearing.

Sneakers so far and
Mr. Kojima looks to the future.

Yes, it's the same with activities,
People who have never been outdoors at all suddenly start SUPing.
I guess the bar for outdoor activities has been lowered in a positive way.

Kojima: It may be a bit similar to our sneaker culture.
Just as it used to be for enthusiasts,
You know, the outdoors was all stiff, too.
I feel that nowadays it is spreading to all kinds of people.