LifeWear Story 100 directed by Yataro Matsuura

The beginning of a journey

I loved my parents but I’ve always had it in my mind to get out of the house, to run away.
I knew how reckless that would be,
like letting go of a float in the middle of a great ocean. But it was that young aspiration to be an adult and the burning desire to prove myself to the world of my independence.

I landed in San Francisco at night,
And immediately got a hold of those phone book chained to the booth to find a hotel. But with my basic English, I never got through to booking a room. So I decided to walk down Market Street and found some hotel signage, only to realize that I had no money to stay at hotels where they opened the doors for you.

Suddenly, heavy rain began to fall.
I dashed into a donut shop with a neon sign that blinked “24 hours.” I found a counter seat and ordered a cup of coffee and a cinnamon donut.

I took out a little pad from my denim pocket, called to a waitress wearing a cardigan behind the counter, and wrote, “hotel,” ”cheap,” “searching,” and pointed my finger at each word.

At first, she seemed rather annoyed but when I shyly said ‘please,’ she stopped,
put her hands around her waist, let out a big sigh then eyed my large duffle bag on the floor.

She took the pen from my hand and wrote “$20?” “$50?” “$100?” I circled the $20. She threw her glance towards the ceiling, letting out a troubled sigh.

The clock on the wall showed 10PM.
I took a bite of the cinnamon donut.
I would never forget that amazing taste.
It almost made me cry.

The ultimate comfort

The surface that shimmers with the light,
the silk-like touch that smoothly glides over the skin. This is the cream of the cotton crop,
Supima cotton.
Its super-long fiber goes beyond the definition of fine cotton, making it the king of cotton.


The fineness of the fiber minimizes the friction with the skin. The more you wash, the finer the cotton quality becomes where you can enjoy its silky-smooth softness.
The all-popular bright white version not only promises the ultimate comfort but simplicity that enhances the style in both casual and dressy looks.
Interestingly, not much has been said about the secret of UNIQLO t-shirts, made with Supima cotton which has existed for years…

Brand New T-Shirt

The shop door opened.
A large policeman walked in and made a friendly greeting with the waitress.
A smile of relief spread across her face.
She quickly began to explain my situation to the policeman. He listened with a smile,
taking few glances towards this way.
“OK,” said the policeman confidently and said,
“passport,” now looking intently at me.
When I presented the passport, he said,
“You arrived today and have no hotel booking,”
shaking his head with a smile.

“Sofa okay for tonight?,” he spoke very slowly for me to understand.
“OK, then let’s go!” and he invited me to come along in the backseat of a police car.
“Welcome to San Francisco,” he said.
It was like a scene from a movie.

I had no idea where I was but soon I was taken to this small hotel and he sat me down on the sofa in the lobby.

The policeman began to speak to a man who looked like the hotel owner. The man walked over to me and gave me a blanket and said, “Check in tomorrow.” He patted my knee and said “Good night.” The policeman left the hotel at some point, leaving a bag of donuts for me.

The man realized that the t-shirt I had on was wet. He then came back with a bright white t-shirt and said, “Here, change into this.”

I kindly accepted the offer, changed my t-shirt, put on the blanket, and curled up on the sofa. I remember that fine dry texture of a shirt, so nice. That’s when, for no reason, I had my mom’s face in mind.

I had barely managed to whisper a “thank you,” then closed my eyes. Tears began to stream down. I just felt utterly pathetic.

This was day one of my journey.

Updating the premium…

In the midst of the ever-changing fashion trend and the pieces that shift with this trend,
We begin to see the devotion of fashion creators as they make these millimeter-level adjustments. The new rib width around the neck, a cleaner sleeve area for easier movement, and smaller stitch width around the collar and sleeves — this is the t-shirt that maximizes the premium quality of Supima cotton.


The best way is to wear the size with just the right fit. Swing on a jacket or a cardigan and a stole around the neck.
The refined sheen adds a premium touch to your ensemble.
Not too styled, not too casual.
The hidden beauty of the Supima cotton t-shirt is that it knows how to strike just the right balance.

Put it on, freshly washed.
Pull on the neck with your fingers and give it a bit of room.
Voila, a sophisticated look is done.
Come and try it.

Yataro Matsuura

What is the LifeWear Story 100?

Since the beginning of UNIQLO,
our clothes have been trend-neutral,
yet never dated.
Out of everything,
they are the unsung presence,
sitting quietly behind in TV ads.

Yet they are the culmination of 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 a 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 wealthy lifestyle?
How is a quality day spent?
What does happiness mean to you?

And you be surprised to discover that such a piece of clothing has existed.

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

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.”