About 100



Freedom is...

“Do you follow? Or rebel? Which is your choice?”

The words said by the guitarist at the jazz club still lingered.

When I’m having my coffee and donuts.
As I am pulling a t-shirt over my head.
When I’m going up the hills of the Tenderloin in my usual style with my hands in my pocket.
When I’m gazing out the window from the hotel, alone.
And as I’m writing a letter to my parents whom I haven’t seen in a while.

The same words drift in my mind. “So, which do you choose?”

But then there was this side of myself that would say, “don’t overthink it, just go with the flow.
Just choose what comes to you naturally at that point in time.
That’s what being free is all about.”

But there was one thing for certain.
It was definitely me not following, going with the flow when I made my up my mind to come to San Francisco where I didn’t know anybody, regardless of my poor English.
That was me, making a conscious decision for myself.

Freedom is... image

That’s right.
This journey is, in fact, a proof that I have chosen a path or resistance.

Resistance is not about rejecting the decision made for you.

Rather, it’s about facing the challenge regardless of the size, thinking through for the best way to overcome it — to do what’s right — and following it through.

And resistance is about being positive, constructive, to find a better idea, a new way, to continue to invent and create.

I think what the guy wanted to say was, “Do you leave the thinking to others? Or do it yourself?” or “Are you going to shy away from it or not?”

The path of freedom is definitely not the easier choice.
True freedom is about overcoming the fear to stand up for yourself.
To think for yourself.
To decide for yourself.

It was at that moment that I felt this fog lift in front of my eyes.
And everything was crystal clear.

His words became one of the treasures I have encountered on this journey.


Commitment to the perfect detail

The moment you put your arm through the sleeve, you’ll feel its delicate, light texture. See the sheen found from using the best, finely spun 100s two-ply fabric. The easy-care finish that makes the shirt crease-resistant even after a wash.


The all-important interlining layer that defines good tailoring, a proud result of the many trials to achieve the “not too hard but not too soft” texture, that’s used around collar, the cuffs, and the fly.


The Two Shirts

“I love this book. I read it often when I was young…”

This Japanese gentleman who sat next to me in my flight from San Francisco to New York said to me.

I was reading Trout Fishing in America by Richard Brautigan.

He was a well-dressed businessman.
He told me that he was visiting the States for work. His frank and relaxed composure, his starry eyes put me at ease instantly and I started sharing the bit and pieces of stories from my journey.

“I hear you, very much so. I think we have something in common.”

Then he started talking about how he actually travelled the world when he was young, the joys, the pain, and the loss he experienced. He continued to share how he has travelled all this time, all throughout the flight.

“I feel privileged to have met a Japanese person and a well-traveled man during my journey.”

“Travelers always meet a fellow traveler. I had the exact same experience,” he continued.

I asked him if he can give me an advice for my journey and he said,

“Always carry two clean shirts. I still follow this.”

The Two Shirts image

I asked him why.

He said, it’s good manners to show up in a clean shirt if you ever get invited to someone’s house or for a meal. It’s rude to just show up with the clothes you were in. Or you may be asked out on a date. For such occasions, it’s good to have a freshly-ironed shirt.

The second shirt is one you wear on your way home to Japan. It’s important to return home from a journey, not in a tired-looking top but a clean, crisp shirt. For this, he sometimes buys a new shirt, he said.

“We’ll meet again.”

I parted with him at JFK.

At the end of a journey, put on a clean shirt to go home. It’s the aesthetic of a finale.

How wonderful such a journey would be… A strong particularity.


So everyone can keep the everyday look

All sizes from XS to 4XL
The length, the arm holes, and the shoulder yoke have been designed as a result of many fittings. To make this an everyday shirt for all, it was carefully designed to maintain mobility and the slim look.


There are countless carefully worked out details, including the meticulous stitching using the 17-needle on a 3-cm width. Each small refinement after another led us to achieve this ideal shirt.

*Our standard stores carry S/M/L/XL sizes.

The delightful details
you appreciate each time you put it on.
The premium quality shirt
you want to wear every day.

Yataro Matsuura
006MEN Easy CareBroadcloth Cloth
Regular-fit Shirt
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.”