【FOCUS IT.] Motofumi "Poggy" Ogi will produce a pop-up store. East Pacific Trade, an up-and-coming sneaker brand, will be presenting its products from Asia to the world.

East Pacific Trade (EPT) is a Korean sneaker brand launched in 2019 by Jay Beck, who has worked for DC SHOES and HUF. It has now landed in Japan with full force and is currently holding a pop-up store in Harajuku. It is produced by Mr. Motoshi "Poggy" Ogi, a leader in the fashion scene. What kind of brand is "EPT" that he, a leader in the fashion scene, is focusing on? We asked Mr. Motofumi "Poggy" Ogi to talk about everything from his connection with Jay Beck to the appeal of the shoes.

Photo_Yutto
Text_Shogo Komatsu
Edit_Seiya Kato

A brand from Asia that is gaining momentum.

-What is your impression of EPT shoes?

Ogi：The brand name means "from Asia to the world. First of all, I think that is very good. The design is interesting because it absorbs culture from various countries and incorporates it into basics. I think it is unique to Asia to update American basketball shoes and European tennis shoes. EPT" is characterized by making shoes that are basic but can also be used for skating.

-When did you meet Jay Beck?

Ogi：When I was working at "United Arrows & Sons," I got acquainted with Jay when I collaborated with "Huff. Jay was born in Korea, moved to San Diego in the 1970s, and started working as a shoe repairer in the 1980s. He was one of the members who launched "DC Shoes" in 1993. It was about two years ago. About two years ago, when Jay came to Japan and we had dinner together, I learned about EPT, didn't I?

How did you come to produce this pop-up store?

Ogi：Last year, a G-Shock 40th anniversary event was held in Bali, Indonesia. When I attended the event, I was reminded that there are many Asian brands with potential for the future. Excluding sports brands, there are not many sneaker brands originating from Asia. But "EPT" is seriously aiming for the world.

-Certainly, we hear that Asian brands are gaining momentum.

Kogi：As a select store, we have been introducing foreign brands to Japan, but now, on the contrary, many select stores are introducing Japanese brands to the rest of the world. However, I thought it would be more rewarding to introduce not only Japanese brands but also Asian brands from Japan to the world. This is one of our attempts. Jay asked me about holding a pop-up store to raise awareness of "EPT" in Japan, and I decided to help him out.

What is the position of -EPT in Korea?

Ogi: It is a popular brand that collaborates with various brands and also supports junior skate and dance teams. Jay himself is a trusted figure in the Korean fashion scene. He is connected to the first generation of skate culture in Korea through his brand PALPAL SKATES, and when I went out for dinner with Jay in Seoul, many people came, including young designers, and it was great to see the scene united as one. It was great to see the scene united as one.

-What kind of brand do you think EPT will become in Japan in the future?

Ogi：I think one of the reasons why fashion brands are known worldwide is because of their collaborations with sneakers. However, young brands cannot easily collaborate. In this respect, I think the current [EPT] is flexible, which is a big advantage for young designers. I think it is also easier for select stores to place special orders. It is difficult to make sneakers, even if you can make clothes, so I hope that through collaboration we can become a brand that has a positive influence on each other. I think we have a wide range of possibilities to collaborate with a variety of brands.

Shoes that follow the modern and the classic.

-What do you look for when selecting sneakers, Mr. Kogi?

Ogi：In the past few years, sneakers have become mainstream with cut-and-paste designs that incorporate various elements, but I prefer to take something basic and twist it a bit. Especially recently, I have been returning to basic designs. That's why I'm drawn to EPT's "Fat Tongue," which was inspired by skate shoes from the 90s and early 2000s. The pair I'm wearing today is a collaboration between "EPT" and "Pal Pal Skate. There are classic designs like these made by skate brands, but it is rare for a brand like "EPT" to make them. I think the level of how they incorporate skate culture and fashion is very high.

MASU "DREAM FAT" COLLECTION

29,700 yen
Glitter (lame) material that overturns stereotypes is incorporated into skateboarding shoes.

-Most of the models on display at this pop-up are "fat tan". Many of the lineups have fashionable features added to them.

Ogi: I found it interesting that Goto-kun, the designer of [MASU], usually wears classic skate shoes with traditional styling, so I asked him to join us this time. He used this model at the Paris Collection this past June, and now it is finally being released.

CHALLENGER "NOISE" COLLECTION *October 30 (Wed.)

¥16,500
The Challenger's original bandana pattern is reflected in the brand's unique pair. The brand's original bandana pattern is reflected in this pair, which is available in navy (inline) and black, a color exclusive to the pop-up store. Caps (¥9,900) and socks (¥3,300) are also available.

HAROSHI "POSITIVE MENTAL ATTITUDE" COLLECTION *October 30 (Wed.)

¥24,750
The slogan "PMA (Positive Mental Attitude)" is embroidered on the heel and the signature "GUZO" on the shoe tongue. Hoodie (¥22,000), T-shirt (¥8,800), cap (¥9,900), and socks (¥3,300) are also produced.

-I also picked up Mr. Haroshi and "CHALLENGER" from Japan, didn't I?

Ogi：Mr. Haroshi has known Jay since he was at "Huff". Challenger" has long been a trusted name in skate culture and fashion. Shoes that reflect the skate culture of Mr. Haroshi and "Challenger" will be sold at the event.

Jiyong Kim "SUN BLEACHED FAT" COLLECTION *Not for sale

Co-created a special sneaker using the brand's signature sun bleached fabric, which is actually tanned.

-From Korea, Jiyong Kim and Vandy The Pink are participating.

Ogi: Designer Ji-young Kim was one of the designers we had dinner with in Korea, and he is a remarkable designer who was a semi-finalist in the "LVMH Prize". He is a unique figure in the Korean mode scene with his high pattern skills. Ji Yeon Kim also cooperated with us as an installation. He finished the shoes with Ji Yeon Kim's iconic sun bleach fabric, which is made by tying the fabric to an outside fence and tanning it. The actual fabric, before it is tanned, is displayed covered by a skate ramp.

Vandy The Pink "BUBBLE GUM" COLLECTION

29,700 yen
EPT〉This is a unique take on classic shoes from designer Jung-Hoon Son. Long sleeve T-shirts (¥16,500) are also available.

-What kind of brand is Vandy the Pink?

Ogi: This brand is created by Song Jung-hoon, a Korean designer based in New York. It is a popular brand that participates in ComplexCon. I thought that the addition of such a brand would broaden the scope of fashion and make it more interesting, so I approached him and he agreed with me immediately.

-I think we have a wide range of five groups.

Ogi：Even if a pop-up gets a lot of attention, it is meaningless if the product is not good. But EPT doesn't have to worry about that, so we were able to approach brands with confidence.

EPT founder Jay Beck (middle) and EPT designer Jay Jay (right). We will keep an eye on EPT, which is expected to make even greater strides in the future.

-I felt EPT's appeal to accept various tastes.

Ogi：I think Japan is number one in having a collection of vintage clothing and vintage archives in good condition in various genres. Because Japanese designers are surrounded by them, many of them respect the history of Japanese designers. In Korea, however, vintage has not taken root until recently, to the extent that there are not even many vintage watch stores. But because of that, they are good at approaching new designs and silhouettes. Jay has that sense, and since he has been involved in shoe making since the 1980s, I think he is able to propose both modern and classic styles at "EPT.