UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

At $20 flat, I came to possess the rare work by Andy Warhol, A GOLD BOOK.

We later found out that the elderly woman at the Dakota House who sold off this book was a former girlfriend of the famed art director Brodovich and was given this book by the man himself.

When the antique bookstore owner mentioned how there was a rare Warhol work mixed in the books he took off her hands, she seemed to have recalled the work and said, “I hope someone who likes such work will come to own it.”

“You can sell this book or you can hold on to it. It’s up to you. Let me know if you want to sell it and I can introduce my clients. If you’d like, I can use a hand with my work. You know about books and you seem to have the eye for it and that luck that draws the books to you,” said Jack.

I happily accepted the offer.

What we’ve experienced this time was thrilling like a treasure hunt. But most of all, I was so happy to be able to work with Jack.

That night, Jack asked if he could come over to the flat and sort out the clothes and mountains of books he left in the closet.
“Sure thing,” I said.

“Wow, you know, I used to live here,” he said as he reminisced and started to take the clothes out from the closet. “I really don’t need much of this, so do you mind taking them?” He separated the piles.

“Here, you can have the rest. If you don’t want it, just throw it away, do as you like,” said Jack.

The only things he took were the oxford button-down shirts.

“You like button-down shirts?” I asked.
“Yeah, I like the traditional look. I didn’t have much money when I was a student so I worked hard and the first things I bought with my money were the oxford button-downs. The freshly-washed oxford shirts are a bit shaped and feel good on the bare skin. And my favorite style which I probably stayed in for an entire year were these oxford shirts, unbuttoning the top two buttons with a pair of chinos or denims.

So he told me the story as he reminisced over his collection of oxford button-downs, seven to eight of them in white, blue, pink, yellow, and stripes, folded them neatly and put them back in his bag.

“Do you mind taking this for me?” he said as he handed me a crisp, white oxford shirt.

“This shirt was given to me by someone slightly older than me a while back as a token of our friendship. So now, I want you to have it now,” said Jack blushing slightly.

I was jumping inside and said, “Thank you. I will take good care of it,” and took the shirt.

“It’s quite worn out but a good shirt, nonetheless,” said Jack as he tried to hide his bashful expression.

It goes with denim and chinos but also dress trousers: The UNIQLO Oxford shirt is a truly almighty item that’s the embodiment of LifeWear. The secret is in the thread.

The Oxford fabric is finished with premium combed yarn that gives unique texture coupled with a soft delicate touch and beautiful luster. The hint of refinement sits in this world of casual.

I asked Jack about the qualities you need to be a book hunter.

“It’s simple…well actually, it’s simple but difficult,” said Jack.

He brought the chairs he found in the corner of the room for both of us to sit down and began to talk.

“Right, so it’s about having that deep knowledge. About the antique bookstores across Manhattan. That’s the basic. Which one specializes in which area. The kinds of customers they get and serve.

What is the rarest book for that shop? Are they doing well or not. Also know very well about the history of the books in the genre you decide to specialize in, the various rare books, their market values, to know why they are considered to be so valuable by actually holding them in your own hands. Those are all the important things. Work hard at them and be the most knowledgeable person. Then you will soon be a professional book hunter,” said Jack.

“Once again, have that deep knowledge. Nothing will beat that, for sure.

It’s also important to keep updating the various deep knowledge you gained. It’s all about how much essential information you can gather and to develop your contacts and relationships to naturally attract the latest information. For that, you need to walk around the antique bookstores throughout Manhattan every day, meet with the people, and study the many books on the shelves, he continued.

“In other words, you just have to be the most knowledgeable in the field. If you do that, people will trust you. Customers will hear about you and start to give you their lists, and bookstores will start to pass on their info.”

Jack also said that if you become the most knowledgeable person of your genre, you will begin to understand what makes your clients happy.

“Also, once you think you’ve become knowledgeable, it may be contradictory, but you find someone who knows more. Strangely enough, when you think you’re at the top, you always find someone who knows more. There’s always someone better. That’s when you understand what you lack, what you need to learn next, or feel it, rather.”

“So we should go around the bookshops together maybe three times a week. I can teach you what to look for, what to collect, little by little,” Jack said.

“Thanks, Jack. By the way, I think I want to sell
A GOLD BOOK to someone who wants it more than me.”

To this, Jack said, “You are a natural. How much you want to sell it for is up to you. What we book hunters should not do is own books. Our purpose is not to make ourselves but our clients happy.”

“Looking forward to working with you,” Jack said with a smile and reached out his hand.
We shook on this new start.

Armholes designed for easy movement, the clean body line, and the silhouette that reveals the beautiful drape of the fabric… refinement after refinement, we constantly update our pattern to make it better and better.

A traditional button-down collar, slightly thicker sleeve placket, and a hang loop for the box pleat in the back. Packed with elements of classic shirts with the various details. So whether you wear it natural with no-ironing or classy with a bit of press, you are bound to enjoy the perfect fit.

My style started
with
an oxford button-down shirt.

MENOXFORDLONG-SLEEVE
SHIRT$29.90

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.”