Unlikely, unorthodox brand. Unlikely and unorthodox brand. | feature

Unlikely, unorthodox brand. Unlikely rules of unlicensed manufacturing.

The brand is about to be launched by a man who has waited his whole life for this opportunity. He is Shinsuke Nakata, former creative director of BEAMS. He has been thinking only about fashion for 22 years during his time at BEAMS, and the result is a very charming and innocent clothing line that is uniquely Mr. Nakata's. The name "Unlikely" is a play on the word "unlikeliness. The brand, named "Unlikely," is basic at first glance, but upon closer inspection, it reveals a variety of hidden humor. We visited Ms. Nakata to find out more about the humor behind the brand.

Photo_Yuya Wada

Text_Tsuji

Edit_Yosuke Ishii

I always want to try new things with a spirit of challenge.

Delivery will start on Saturday, September 23, right? What kind of stores will carry it?

Nakata:I am embarrassed to say this, but one of the items was chosen to be carried by "BEAMS PLUS". I thought it was a brand that should not be carried in this store, so I did not send out an invitation to the exhibition, but the director of the brand contacted me. I was very happy when the director of the brand contacted me and said, "This brand must be carried by 'BEAMS PLUS'.

That's a very good story.

Nakata:At BEAMS PLUS, the foundation has been laid, and they are already doing what they think is right, so they are playing around with the brands they pick up. This creates a synergistic effect. Also, "H Beauty & Youth," "Bishop," "Union Tokyo," and "Loftman" will carry our products. Thankfully, we also have about 30 accounts in total, including "WAKE." in Sapporo, "ARK" in Utsunomiya, "JACK IN THE BOX" in Nagoya, "ref" in Hiroshima, and other select stores in the provinces.

You have only just started, but what do you have in mind for the future of the brand?

Nakata:I would like to enhance the accessories. I myself started my career in direction as a buyer's assistant for accessories. I wore hats and scarves every day while making an appeal to the public, and I was even taken to trade shows as a result. So I am very attached to clothing accessories, and I would like to expand my lineup of such items in the future. If you like, I am thinking of creating a derivative brand of just accessories.

. and I will continue to work on editorial and layered designs. I still have a lot of material to work with (laughs). I always want to try new things with a spirit of challenge, and since my collection is still small, I would like to steadily increase its size.