UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

On the lower floor of Strand, the large bookstore on the corner of Broadway and 12th, a man approached and said, “Can I take a look at that camera?”

When I told him that this is something I’m borrowing from someone, he said, “Yes, sure,” and started to study the camera very carefully and said, “I thought so, this belongs to someone I know.”

“By any chance, is your name Jack?” I asked, and he looked surprised and said, “How do you know my name?”

So I started to tell him the whole story about how I’m renting this apartment on West 74th for a limited time, and how I learned about him from Kate after discovering his clothes, books, and magazines left in the closet.

“I see,” he said, giggling, and reached out his hand. “I’m Jack. Interesting to meet you like this.”

“So I take it you like books or antique books? Looking at your selection, you seem to know a lot about graphic design, amongst other things…,” said Jack.

“I like books, new and old. And I don’t know anything about design, but I’m more interested in what inspires me, the essence of that inspiration, whether it’d be a phrase, a picture, a painting, design, and their origins. Anything beautiful has its starting point, and that’s what I want to discover with my own eyes, to learn about it.”

“That’s a great way of thinking. Do all Japanese think like that?” he asked.

“I don’t know if this is a Japanese way of thinking, but I think in the Japanese aestheticism, we do value what lies behind what we can see, its essence and depth. For example, a tea ceremony is an act of such hidden essence and depth, expressed in the emotional act of hospitality or omotenashi.”

“Omotenashi… it’s a difficult concept for an American like myself to digest but I do understand what you are saying. You have a strong desire to explore beauty. This practice of seeing with the heart is something I read in a book by a Buddhism philosopher, Daisetsu Suzuki. We’re having a serious Zen conversation, aren’t we?” said Jack.

“I’m sorry for bringing up a complex topic. In any case, your wardrobe, books, and magazines really struck a chord for me.”

“No, no, really, I’m glad that we are having this interesting conversation. Why don’t we go get a cup of coffee?”

Jack and I stepped out of the store.

“It’s quite chilly,” said Jack and put his hands inside his trouser pockets.

BLOCKTECH warm-lined pants – give you that instant warmth from the moment you put your legs in. The triple structure with the soft fleece inner layer, the light-weight-yet-strong ripstop outer layer, and the film in between to stop the cold wind.

A fleece pocket-in-pocket in the front to slip in your mobile phone. The zip side pockets on the thighs keep things from falling out. Now with two double back pockets, the ample storage is another thing to boast about.

We went inside a donut shop near Strand.

I said, “I love donuts, so for me having donuts and coffee at the counter is a bliss,” and Jack laughed and said, “Me, too! A donut shop is a must in New York. Wow, we have things in common.”

As to almost muttering to himself, Jack said, “I love magazines…,” as he took a sip of the coffee from the large mug he ordered.

“The first magazine in the U.S. came out in 1741, titled American Magazine. It was like those boring newspaper editorials, so not many took to it and there were only three issues published. Then came Vanity Fair in 1913, which was all about the social life and trends, which I think is the start of the American magazine culture, in the true essence of the word… this is precisely what you call the starting point. Vanity Fair, at the time, was quite different from today in that it was packed with the quality American beauty from the time.”

And Jack went on talking about his favorite magazines as he slowly went through his donuts and coffee.

“Magazines are about seeing and enjoying. That’s why pictures, illustrations, photos, typography, and layout design all compete in pursuit of its best beauty to attract the readers. Talents gathered to create this and this is what created this medium we call magazines,” said Jack.

On this day, Jack had on a blue-striped shirt, navy crewneck sweater, gray trousers, and black wing tip shoes.

“All your clothes left in the wardrobe were amazing. I don’t know how to say this, but I love those traditional pieces. Have you had those knitted tops for long?” I asked.

“I’ve had this one for over a decade now. It never dies out because it’s authentic. I think these trousers are the oldest of what I’m wearing today. I bought this when I was still at university, so I’d say over 15 years. Wool trousers are a must for the cold winters in New York. My father would always say always keep your legs warm with warm trousers,” continued Jack.

“By the way, Kate told me that you come to Strand every day. Is that true?”
“Yeah, I’m here every day. I work here,” said Jack.

“You work here?!”
“Do you want to know what I do?” he said, biting into his donut.

The slim-fit form, tapered from the knee to the hems. We aimed to create a design that’s not constrictive when putting them on, as well as slim despite the multiple layers. Our proud silhouette has been perfected from multiple attempts.

The waist buckle has the easy-belt design that lets you them slip on and off with your gloved hands. Pull on the draw-cord at the hems to slip them inside your boots. This stylish piece is a natural replacement for your ordinary trousers. The winter must-have, for sure.

As the chills settle in,
so come out my warm-lined trousers.
My trusted confidant for the winter,
whatever the situation.

MENBLOCKTECH
WARM-LINEDPANTS$39.90

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.”