Founded in 2011 by Philip Tysander, the Swedish brand Daniel Wellington first arrived in Japan in 2013 and quickly gained popularity thanks to its simple, sophisticated design and excellent cost performance, which is typical of the Scandinavian brand. The brand's products have been sold out at select stores in Japan. What is the reason for this explosive popularity that has become a "phenomenon"? We asked Mr. Hanawa of The Landscapers, a botanical brand based in Kamakura, to explain the appeal of these products. As a business card, he also explains how The Landscapers came to be, what they do, and how beginners can enjoy greenery. The location of the workshop was perfect, with a quiet and relaxing atmosphere that was completely different from that of the city.
A botanical brand established in 2014 by a wife who used to work in the planting industry and her husband who used to work for an apparel manufacturer. In addition to magazines and websites, they are also involved in the interior design of the store, focusing on greenery. They operate a rental garden studio "KAMAKULAND" in Kamakura, and plan to open a green-themed store near the studio in August. http://landscapers.jp/
What is "The Landscapers"?
-What kind of brand is "The Landscapers"?
. is a brand that manufactures and sells products based on greenery. . We are not a florist. We mainly sell products planned and designed by "The Landscapers," and we also offer green-related display and planting services. We have not had a retail store until now, but we have found an ideal property nearby and will open a store soon. The location is perfect for us, being close to our atelier and having the store and warehouse in one building, and we had a vision the moment we saw the property. The vision came to us as soon as we saw the property, and Kamakurayama will be the true home of The Landscapers.
-What kind of store is it going to be?
The most important thing is to have a place where all of The Landscapers' products are available, but we don't want to be a flower shop with a lot of plants, but rather a place with vintage objects, books we respect, and pictures. The store is a space that expresses a lifestyle that we think is great, but also has greenery.
-How did the brand start?
I studied architecture as a student , and joined a furniture manufacturer. That is where I met my husband. . After that, he went into apparel and I worked as a planner for remodeling houses.
When my two youngest children were born, I decided to rethink the way I used to work, which had been a time-consuming job, and I had a long-time admiration for craftsmen, so I applied to become an apprentice gardener. I was turned down once because I was a woman with a child, but they still accepted me. Perhaps they thought I would quit right away (laughs).
. -It also meant rethinking the way you work, didn't it?
. I had been an office worker until then, so I didn't know what season it was. I was thinking, "Oh, how cool it is in the shade of a tree in summer," or "How warm it is in the sun in winter," and I would feel the four seasons and finish work when the sun went down. I was looking for a house with a garden, and at first I was thinking of living in Ueki-no-Sato in Kawasaki, where I had trained, but my husband happened to find this place (KAMAKULAND) and we both fell in love at first sight.
-I would like to visit for the first time , it's a nice quiet place.
We thought about what we could do since we had just moved to the area, and decided that it would be a good idea to start our own green brand. That's when we decided to start making our own products.
Even beginners can enjoy , a life with greens.
-Why did you choose air plants as your main focus?
I myself like trees , flowers, and I like to see plants grow. However, if there is soil, I have to replant them, so I thought about what would be easy for a beginner to incorporate into an interior design, and air plants were the best choice. They are portable and can be easily placed in chests, dining rooms, and kitchens. By the way, "air plants" is a common name, and the official name is "Tillandsia. There are currently about 700 varieties, and they live mainly by absorbing moisture through their leaves. They seem to get their nickname from the fact that they seem to float in the air, clinging to trees and stones.
-Airplants have the image of not needing much watering.
. in fact, they are more prone to wither than cacti and succulents. Cacti and succulents can retain water on their own, but air plants do not have supplemental water power, so if you do not water them artificially, they will die. . I mist them with a misting spray , or douse them in water. . The frequency depends on the season, but in early summer, once every two or three days. In mid-summer, reduce it to once a week, and in autumn, increase it.
Not only air plants, but all trees and flowers in Japan basically move in the same way. Spring and fall are the growing season, and summer and winter are the dormant season. . If you follow the cycle of suppressing water during the dormant season and watering during the growing season, they will grow vigorously.
-I thought I had to give it the other way around because it dries out in the summer.
Many people water cacti in the summer and kill them. They also water garden plants because they think it looks hot, but watering them in broad daylight is definitely not the way to go.
-Should I put it in the sun?
Think of it the same way we humans do. If we feel hot , plants are hot too. Even if you look at roadside trees, you can see that in mid-summer, their leaves are drooping and they are tired. In such a case, a little shade is good, and in spring and fall, a place where the sun shines brightly , and in winter, a place indoors is pleasant.
-. In a sense, it is fashionable to enjoy not only greenery, but also lifestyle in general.
Yes, that's right. One of our concepts is that growing greens should be fashionable, so we initially targeted the apparel industry because they understand this concept and have many highly sensitive customers.
A clock that switches on the switch of life.
-Please tell us about your lifestyle and life with watches. Do you have a particular passion for watches?
. Actually, I have never had one before, and only recently have I started keeping one. I have children, and I often have to think about the arrangements for the day in order to get the work done, so I have started to pay attention to the time to the minute. I get so absorbed in my work that I lose track of time when I realize it's late in the evening. ......
-What kind of watch is it really?
. I have taken the liberty of putting on a collection that my husband had, so it's mostly men's items. I have always preferred menswear to feminine items, and I am sometimes surprised when people see our green products and say, "Wow, it's made by a woman! I am sometimes surprised when people see our green products and say, "Oh, they are made by a woman!
-I think the same is true of "Daniel Wellington," but unisex and neutral items that can be worn by both men and women are gaining support.
Among my husband's collection, I often wear a "Daniel Wellington" these days. I sweat and get caught in it while working, so I take off all my accessories, but I wear the watch when I am properly dressed for meetings in Tokyo and other places.
. - It also serves the function of switching on the switch of life, doesn't it?
Here (at my home and studio), I am immersed in creative work, and at my desk I do office work, so having a watch is also a way of changing the switch from one place to another.
." I like the fact that "Daniel Wellington" is thin and simple in design, with only the bare minimum of features. The one I am currently using is a leather belt, but there is a wide variety of nylon belts available, so I can change it out for a more casual style. . Besides, I'm glad that I can use it while I'm working, since it's sweat-proof.
. Also, I like the size because I like the bigger size. Somehow, I feel that the bigger they are, the thinner my wrists look.
. - Plants are attractive for their stylishness of display, but is the pleasure of growing them the best part?
Rather, I think it is the only way. Although I want the act of growing plants to be fashionable, I do not think that the plants themselves should be fashionable. After all, people who buy plants as a fashion item will not continue to do so. So, those who are happy with the plants when they bloom or when they are watered will continue to grow them.
. - Growing up is also a part of fashion, isn't it? . even in the sense of enjoying change.
There is a sense of nurturing jeans, isn't there? I never wash my husband's jeans. I think we all have our own ways of washing and drying them, and I think we are all the same in that we take good care of each other's things.
I am currently in talks with an apparel brand about the possibility of creating garden wear together. We would like to create clothing that people would feel comfortable wearing in Harajuku, and in fact, would be fashionable. I think that accessories such as watches are also important keywords in this project. I think it is important to have a watch like Daniel Wellington's in between work clothes and ordinary fashion.