About 100




There is something you realize when you become alone.

You close your eyes and begin to see in your mind the faces of your mom, your dad, your sister, friends, close ones, and that someone you met way back when…

At times, they felt like a nuisance, but when you are alone in a faraway country, their tender smiles become ever so precious.

This morning, when I was having a breakfast at the lobby, Alfred who I became friends with at the hotel, asked, “So, tell me about your family.”

That’s when, for the first time in my life, I tried to verbalize what I love about each and every one of my family. If I was in Japan, it would never have occurred to me to do this and I would just categorize my family as simply an annoying presence in my life.

As I tried to explain about the people back in Japan, it dawned on me that there’s no one that I hate, whether it’s my family, friends, or acquaintances. I admit, sometimes I would ignore them or not say hello, but I do love them very much. And that’s when this immensely strong feeling of gratitude came over me.

“Do you miss them?”

When I couldn’t say anything, Alfred stood up and said, “You should definitely walk in town today. Just keep walking straight down the road in front of the hotel and you’ll reach the ocean.”

Because I felt so alone, I felt as this feeling would become unbearable if I said it out loud.

I opened the hotel door and stepped out and was caressed by the bright San Francisco sun. With my daily allowance of $20 in my pocket, I started towards the ocean.

Tenderloin story

I stopped by a corner shop to buy a bottle of water and asked the cashier lady what this area was called. With a puzzled look on her face, she responded, “It’s the Tenderloin.”

Oddly enough, there were many baseballs thrown away in one of the dust bins on the street.
I picked one up and put it in my pocket.
My treasure, an American baseball.
This is a great day.

I rolled up my chinos and continued down Leavenworth Street.


In pursuit of authenticity

We were determined to develop a quality chino fabric. Studying the various vintage samples, we tried out many patterns of warp and weft threads.


Then we put it in the wash, trying out various softeners, wash times, and water temperatures. The result is this vintage-style chino fabric. After 18 months, we did it, creating a fabric with soft texture and the character of a classic.


A Precious Thing

The hilly streets of San Francisco.

From the hotel in the Tenderloin, I continued north on Leavenworth Street.

The dry cleaners, a corner shop with food and daily goods, a diner, a bar, then a row of lovely looking Victorian houses. Up and up the street I went.

“When you get tired, just stop and look up at the sky. Then you will feel energized. Look down and you’ll get tired even more.”

I remembered what my dad used to tell me. So I continued up the street, looking front and up.

When I reached California Street that crosses Leavenworth, the scenery changed completely. The sky felt closer, the city felt much cleaner!

There was this secondhand bookstore. I peeked in and saw a cat and a frail-looking man sorting out the books.

I turned the door knob but it was locked.
The old man noticed me and pushed the button to open the door.

“Hello,” I said.
“Hi there,” the old man replied with a smile.
I pet the cat on its back and it stretched out and showed me its belly.
“How are you doing?” the old man continued.

He had in his hand a book.
It was Treasure Island by Robert Louis Stevenson. The cover featured the pirate, Long John Silver.

“Do you like John Silver?” he asked.
“He’s a good guy. He is a true man of the sea.”

“Yes, I like John. How much is the book?”
I suddenly had the urge to read Treasure Island.
“$15. No, I can do for you $10,” the old man said.

A Precious Thing story

If I buy this book, that means no dinner tonight.
I thought about it for a while. But I felt that I needed Treasure Island.

I felt like this old Treasure Island would give me the courage I’m looking for.

So I bought the book, put it in the back pocket of my chinos, and, once again, started towards the ocean.

“What’s the most precious thing in life?”
The main character Jim asks Long John and he says not the treasure found but a “cup of coffee.”

What is the precious thing for me…
I looked up and there I caught a glimpse of the blue ocean up ahead.


The quest for vintage

100% cotton, rugged and lovely to the touch. The firm rolling stitches, the buttons, the pocket, and other details are truly that of a vintage pedigree. If you are a vintage buff, you’d appreciate these details.


It has a genuine chino design, with a relaxed cut and straight leg that’s been updated for the modern wardrobe. This is a standard that goes well with both a casual style or with a jacket. A chino that you can enjoy the change with time and wear.

Choose one size larger and
roll up the hems a tiny bit.
See yourself in the mirror on the second day.
I’m in love with these chinos.
My favorite kind.

Yataro Matsuura
About LifeWear Story 100

What is “LifeWear story 100?”

there exist these lines of clothes
which has remained for many years,
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
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

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

Yataro Matsuura
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.”