The work and life of a person who spends time with 【 Attitu's bags] Vol. 3 BEN

ATTITU is a modern brand of bags and small leather goods that inherits the spirit of Tsuchiya Bag Factory (hereinafter referred to as "Tsuchiya Bag"), which originated from a workshop established by a school bag craftsman in Tokyo. Based on the philosophy of making school bags, which can be said to be the first bag you will ever own in your life, ATTITU continues to produce items with minimalistic and functional designs.

In this series, we explore the appeal of *Attitude*—a brand that seamlessly integrates into everyday life—through the lives of four prominent figures. Our third feature is BEN, the owner of “Maple Pizza,” a pizza shop in a traditional downtown neighborhood. With his deep knowledge of fashion and street culture, what makes his choice of bags so special?

Photo_Haruto Inomata
Text_Akiko Maeda

From the apparel industry to the world of pizza making. I want to bring joy through pizza.

—BEN, you have an unusual background, having worked in the apparel industry before becoming a pizza chef. Was there a specific event that served as a turning point?

BENActually, my parents’ house in Chiba is also a pizza place. My dad switched careers and started the pizza shop, so I guess that might have had a subtle influence on me deep down (lol).

My father ran a Japanese-style pizzeria, and when I was little, I used to help him roll out the dough. I have fond memories of our family running the shop together in a lively atmosphere. That said, I never set my sights on opening a pizzeria myself; after graduating from a fashion vocational school, I worked as a staff member at a streetwear brand.

—It looks like it’ll have a big impact. Could that lead to another encounter with pizza…?

BEN: When I was in my 20s and working in the apparel industry, I heard there was a really cool shop called “PIZZANISTA” run by pro skaters while I was in L.A., so I decided to check it out. They sold clothes and accessories there, and it was always packed with people—it really felt like a hub of culture.

At that time, some of my senior colleagues in the apparel industry were opening their own stores or pursuing new paths, and since I was also worried about what my own future held, it came as quite a shock. It had a certain coolness to it that was more akin to a clothing store than a restaurant, and that’s what sparked my desire to open a shop like that in Japan if I ever ran my own business in the future.

—After discovering pizza while traveling, he knocked on the door of “PIZZA SLICE” upon his return to Japan and embarked on a career as a pizza chef. Since then, he’s been dedicated solely to making pizza.

BEN“I worked at ”PIZZA SLICE' for eight years, but the last two years or so were particularly tough—we were right in the middle of the COVID-19 pandemic, so we couldn’t open the shop at times, and customer traffic dropped off. However, the pandemic made me realize that there’s no guarantee I’ll be alive tomorrow. That sense of urgency led me to think about my future, and I decided to strike out on my own because I didn’t want to have any regrets."

—Why did you choose Taharamachi as the location for your store?

BEN: I’ve always loved the laid-back atmosphere of the Kuramae area, so I thought it would be a great place to open a shop. The fact that my wife is from this part of town and knows the area well was also a big factor in our decision. I enjoy working here every day because I get to meet all kinds of people—from local seniors to staff from nearby clothing stores and visitors from overseas.

—Could you tell me the schedule for the days the store is open?

BEN: I wake up around 5 a.m. and go for a run. By the time I get back, my daughter is awake, so I feed her breakfast and take her to daycare. Then I come to the shop around 9 a.m. and open at 11:30 a.m. On Tuesdays and Wednesdays, which are our regular days off, I go to a personal training gym. I’ve been feeling my stamina decline lately, so I’m making a conscious effort to exercise.

A sophisticated backpack that combines elegant style with high functionality, perfect for adults.

—Getting up early to go for a run is pretty disciplined! I imagine you usually get around by bike—what kind of bag do you usually use?

BEN: Since I live near my workplace and the personal training gym, and I usually get around by bike, I mostly use a backpack or a shoulder bag. I don’t usually carry that much stuff, but on days when I stop by the gym after work, I have to carry a change of clothes and my workout gear, so I tend to end up with a lot of luggage.

NYLON BACKPACK BC M 005
¥49,500

—What made you choose the *Attitude* backpack with a buckle that you’ve been using so much lately?

BEN: Backpacks usually give off a sporty, youthful vibe, but this one has a more mature feel to it, which makes it easy to carry. I love how the leather accents complement the nylon base, and I was also drawn to the fact that, despite being made of nylon, it has a cotton-like texture that gives it an elegant look.

Since it tends to pick up the smell of pizza when left in the store or get dirty when taken to the gym, the fact that it’s made of a highly water-repellent material that’s easy to clean even when dirty is a big plus.

—The concept behind these bags is to suit the new lifestyles that have emerged in the wake of the COVID-19 pandemic; while they feature a basic design, they are packed with a variety of functional features.

BEN: As you say, it’s a simple design, but it has plenty of small pockets, so the more I use it, the more I realize just how convenient it is. Since I carry my laptop with me for office work, I make good use of the laptop sleeve, and I keep the leg straps I wear when cycling in the magnetic side pocket, which is easy to access.

I hate it when things get lost in my bag, so I keep my work papers and documents in an inner pouch. Looking at it this way, it’s actually pretty organized.

—With a generous 27-liter capacity and wide gussets, we’re proud of its design that gives you peace of mind even when you have more luggage. *Attitude* will mark its third anniversary this July, and we’ll continue to evolve in the future. Finally, could you tell us about your own plans, BEN, and the future of “Maple Pizza”?

BEN: Most recently, we’re planning a collaborative event with the personal training gym we mentioned earlier, where we’ll be selling “protein pizza” topped with broccoli and chicken, “X-gram protein pizza,” and original T-shirts.

As for my long-term goal, I want to make "Maple Pizza" a restaurant that’s deeply rooted in the community and loved by locals for years to come. To achieve that, I need to make sure I stay healthy and keep my energy levels up.