UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

COOKIES USAGE

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There’s one thing about the fashion of New Yorkers that I find amazing. It’s how they style so well with their shirts.

The common style in California was an oversized washed shirt, worn like a jacket, untucked, with a pair of sneakers.

But in New York, a perfect size, crisply ironed and tucked in seems to be the norm. A proper styling for the top with a casual pair of jeans, with not sneakers but a pair of leather shoes – so New York, so sophisticated.

To not go completely classy but bring in a casual element with the trousers just oozes metropolitan flair. Plus, I love how they use accessories, like those small-buckle belts.

Until now, I had confused this fashion, mixing the Californian and New Yorkish styles. But more and more, as I live in this city, I have a better understanding of what New York style is all about.

One day, Ken, the artbook collector who placed an order with me to find this rare $7,000 book, asked me out for lunch. I thought I should look as New York as I possibly could, so I put on an ironed, collared white shirt with a pair of washed jeans and u-tip leather shoes. I even made sure that the colors of the belt matched with my shoes (it would’ve been perfect if I could also match the color of my watch band, but sadly I had to forego that idea.)

We met at this establishment in the West Village, a bar called Corner Bistro. It’s a bar famous for its hamburgers, and Ken was a regular.

As soon as I got to the bar, Ken was already seated waiting for me (impatience may also be a New York thing…).

Ken was dressed all in white, with a yellow cardigan draped over his shoulders. Seeing Ken sitting in this traditional American diner-looking joint with the sun beautifully gleaming from the window, it almost reminded me of a painting by Edward Hopper.

“This is so Edward Hopper like, I’ll say,” I said as a greeting. Ken, with a knowing gesture, said, “How are we doing?”

So we sat down, ordered a burger, and talked about our recent developments. The fashion industry seems to be keeping Ken so busy that he was frustrated that he couldn’t stop by the antique bookstores.

“By the way, are you getting close to finding Brodovitch’s Ballet?”

“It’s turning out to be a tough one… but I’m going to go see someone about it next month, and I’m hoping I can find some good news there.”

“I see, ok. So, have you come across any good finds recently?”

I hesitated for moment but replied, “A little while ago, I found Warhol’s A GOLD BOOK.”

Ken suddenly stopped his hand holding his burger and asked, “What?! You have A GOLD BOOK?”

“I do, and in a fine condition, I might add.”

This is the best dress shirt. It minimizes the hassle of care, staying crease-resistant even after a wash. We wanted to sustain the original shape without losing the natural 100% cotton feel.

It uses the two-ply thread commonly used for premium shirts woven more finely for the pinpoint Oxford material. The fabric is also put through a dipping process for a special coating and an additional ironing process for the collars and sleeves. We spent an enormous amount of time and effort creating the magic of no-iron shirts.

“Is that for sale? Or is it part of your collection?”

Ken asked after quietly putting the burger down, taking a sip of his Coke, wiping his mouth with a paper napkin.

“It’s for sale, yes.”

“I’d like to see what kind of condition it’s in.”

“I can show it to you any time, even today if you like.”

“Ok, so let’s say that the book is in a fine condition. How much are you selling it for?”

“Oh, one thing I forgot to say is that the copy I have has a signature by someone.”

“Don’t tell me it’s Warhol himself, because that would be out of this world.”

“No, actually, it was by Brodovitch, and he’s addressing it to his girlfriend at the time.”

“A GOLD BOOK was handmade by Andy Warhol himself. Which means the young Warhol handed it to Brodovitch after which Brodovitch gave it to his girlfriend as a present? And YOU have that exact copy? Brodovitch’s house had a few fires, so most of his collections no longer exist. Wow…”

Ken couldn’t contain his shock, scratching his head with his hands which was followed by sighs and more sighs. After finally regaining his calm, he said, “Have you talked about that book with anyone else?”

“Jack knows. He was there when I found it. But I believe no one else knows.”

“Ok, ok. And you are looking to sell it for how much?” Ken asked in a hushed tone.

As it was clear that he was ready to negotiate, “I am thinking of selling it for the appropriately valued price.”

Ken fell silent for some time but soon broke his silence.

“If that’s the case, then it’s best to have it valued at a reliable auction house. I know someone, so I can ask him to do the valuation. Normally, it costs to have something valued but if I ask, no certificate will be issued, but he’ll do it for free. Let’s do that.”

I also wanted to know how much it was worth and since it would be another learning and experience, I took Ken’s suggestions.

Ken cancelled all his afternoon appointments, came to my flat, took the book, and said that he wanted to take it to the auction house straight away.

We took a taxi from the Village to my flat on the Upper West Side. Ken waited in the lobby while I went up and fetched the book.

When I handed it to him, he was speechless for a moment then said, “It’s in such pristine condition.

I’ve never seen anything like it. And yes, this is definitely Brodovitch’s signature.”

“The valuation results will come through tonight, so as soon as it does, I’ll give you a call.” Ken carefully placed A GOLD BOOK inside his bag and took the taxi.

We refined the height of the neckband and the shape of the collar end for a design that best goes with a tie.
Two types: a button-down and a semi-wide. The curves in the armholes have been calculated for easy arm movement, while the taping along the crease-prone sides has been strengthened. The pocket has the right balance of style and practicality. It easily fits ID cards and passports.

The clean body line highlights the glossy elegant drape, a feature of pinpoint Oxford. This is the perfect dress shirt not just for your work but also in other formal settings. That’s a promise.

I put this shirt on and
I get in the mood to see someone.
I feel the confidence wash over me,
confidence to be seen by others.

MENSUPER NO-IRON
SLIM-FIT LONG-SLEEVE
SHIRTP 1490

Choose this clothes

What is “LifeWear story 100?”

At UNIQLO,
there exist these lines of clothes
which has remained for many years,
trend-neutral
yet never dated.
Out of the line-ups,
they are the unsung presence,
sitting quietly behind in TV ads.

Yet, they are the culmination
of the years of passion and devotion,
where UNIQLO sought to pursue
more comfort,
more durability, and
more quality.

They give shape and gravitas
to what and who UNIQLO is,
and what UNIQLO continues
to nurture with great care.

To go beyond yesterday,
to reach higher tomorrow.

When you take it in your hands,
when you try it on,
it softly speaks to you,
almost like a friend.

What is a rich quality
lifestyle?
How is such a quality day spent?
What does happiness mean to you…

And you will find yourself
surprised to discover that such
piece of clothing has existed.

What is the UNIQLO principle?
Why do we call clothing LifeWear?
What kind of clothes constitute
LifeWear?

Here, we go deep into
the root of LifeWear,
to know
and to tell.
And I hope to write
stories that revolve
around LifeWear and myself.

LifeWear story 100 will be
a story about a journey with me and LifeWear.

Yataro Matsuura

Essayist, editor. Born 1965 in Tokyo.
For nine years from 2005, under the leadership of the founder, Shizuko Ohashi, he was the chief editor for the magazine, “Kurashi no Techo.” Since, he launched an online media site, “Kurashi no Kihon.” Currently, sits as a director for Oishii Kenko Ltd. Recognized for his eye for style and experience in presenting ideas for quality lifestyle. Regularly writes in his columns in newspapers and magazines. Has penned numerous best-sellers including “Kyo mo Teinei ni” and “Shigoto no Kihon Kurashi no Kihon 100.” Hosts a radio program on NHK Radio 1, “Karen Style.”