FEATURE | TIE UP

Translated By DeepL

Susumu Shibukawa's Champagne at Night or in the Room. vol.02 How about Sepabus, Hasegawa-kun? (Part 2)
Midnight Sunglasses at The Room

A glass of champagne at night or in your room by Susumu Shibukawa. vol.02
Hasegawa-kun, how do you like Sepabus? (Part 2)

SEPARATE BATH & TOILET is a fashion brand directed by Ken Kagami, a contemporary artist. This is the final installment of our conversation with guest stylist Akio Hasegawa. How should the brand grow to become popular? The two discuss ideas for the future of the brand.

The most important thing is that our fans love us.

Hasegawa: I'm looking at it, and I'm thinking, "Sepabus.ADULT ORIENTED ROBESIt has a bit of a similar vibe to the "80's." The designer, Mr. Yumigami, loves the 80's. The designer, Mr. Yuge, also loves the 80's.

Kagami: Are your clothes normal?

Hasegawa: . the clothes are very big, and there are set-ups and stuff.

Kagami: . 80's clothes are still very fashionable. I watch shows from that era and check out the outfits of celebrities, and I must say, they look great. . but the 80's was a long time ago for today's young people. But the 80's was a long time ago for today's young people, and the 90's is pretty old too. Will there be another 80's boom?

Hasegawa: That feeling of the 80's is ingrained in our generation, isn't it?

Recently, the keyword "Y2K" has been used to refer to the 2000s, hasn't it?

Hasegawa: Fashion is supposed to be for young kids, but with Japan's declining birthrate, I feel like the people who actually enjoy the latest trends are a very small minority. Instead, I wonder why we don't talk about the much larger majority, the uncles.

Kagami: The other day, I went to a meeting at an apparel company, where there was a group of women in their 60s or so. Apparently, they were holding an exhibition of brands targeting this generation. I guess they are interested in fashion, have time, and money.

Hasegawa: I think this is the era we are living in. Even long-established street brands were designed for young people when they first started out, but I think they are gradually becoming different from the image they portrayed at the time.

. You mean that people in their 40s and 50s, so to speak, are the core demographic?

Hasegawa: Yes, yes, yes. Population-wise.

Kagami: That's why fast fashion is selling so well. You know, everyone is wearing it.

Hasegawa: I guess it's easier to buy. As an old man, it would be a hassle to go out of your way to look for it, or to go out and buy it.

How can a brand be sold in the first place?

Kagami: I'd like to know! (Laughs)

All: (Laughter).

Kagami: Is it still important who is doing it? I don't think there are many brands that sell purely on the appeal of their clothes. It would be nice if there were many people who could make a judgment based on the clothes alone, but since that is not possible, you have to catch other information to judge. Therefore, the person who first introduces the brand and says, "I like this dress," is the key, or rather, who that person is is important.

Hasegawa: Also, in the end, it comes down to whether or not you have fans. Kagame has many fans, and the most important thing is that they love him. Otherwise, the brand will not last.

Kagami: Yes, I know. Brands are so difficult.

Hasegawa: What about having it handled by a store around the art? I'm sure it would stick with the customers who come there.

Kagami: I had some ideas like that, but we agreed that it would be good to go a little more steady. After all, I'm a natural.

Hasegawa: I know what you mean, because I'm like that too. I'm like that, sitting in Aquarius (laughs). When people say to me, "Why don't you do this? I want to do the opposite.

Kagami: Yes, yes! Kagami-san, that was great the other day!" I would normally keep doing that, but then I have to do something new again. I am happy to be praised, though.

Hasegawa: I like to be praised , but not too much.

Kagami: But if they belittle me, of course I get angry. I am already a really troublesome person (laughs).

But isn't that the reason why you can continue to do it?

Kagami: I think it really is. It's a back and forth thing.

INFORMATION

SEPARATE BATH&TOILET

https://sepabath.com/

Related Articles#SEPARATE BATH & TOILET

See more