UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

I told Jack about how I handed over A GOLD BOOK by Warhol to Ken for valuation.

“I wish you could’ve told me about this… you haven’t exchanged any document to prove that it’s yours, right?,” Jack said with a sigh.

“Uh-huh. I made it a point to meet up with Ken myself and during our conversation, he placed an order with me. I was well aware of the risk but I decided to trust him with it,” I explained.

“Would you hand over cash over $10,000 to a complete stranger to have it counted and expect to get it all back? Listen, this is New York. A verbal promise means nothing without any document of proof. I hope you’re braced for that.”

Ken did say that the valuation will take until night and he would call me as soon as he gets the results. I looked at my watch and it was already past 8. I waited, patiently.

Then, it rang.

“I apologize for taking time to call back. As a matter of fact, the valuation is not complete yet. My acquaintance is running late so it may take some time. But since it’s late already, I promise I’ll give you a ring in the morning tomorrow. Is that ok?,” said Ken.

I said, “I understand. Thank you for calling. I look forward to the results tomorrow morning,” and hung up.

Jack had said earlier that Warhol’s A GOLD BOOK with a Brodovitch’s signature will fetch nothing lower than $15,000 in market value.

What if it didn’t come back…? When I thought about the feelings of the elderly lady that said, “I want someone who likes the book to own it” and of the bookshop owner selling it for rock bottom price despite knowing its potential value, I started feeling antsy.

That night, I could not sleep. I sat on a chair with a blanket and gazed out the window, Broadway at night.

Gradually, I noticed myself dozing off and that’s when the phone rang. Shaken up by the sound, I quickly picked up. It was Ken.

“Something big has happened! Can we meet now? There’s a 24-hour donut shop near your apartment. Can we meet in 30 minutes?”

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What happened? Should I tell Jack about this? No, this is my problem. I shouldn’t get Jack involved in my mess. Without changing, I stepped out the door.

The Broadway at 2 A.M. was still. The cold wind was blowing hard, which reminded me that I had forgotten my jacket. I quickly went back to my room and put on the hooded polyester parka I bought recently. I had bought this for my Central Park runs.

I started sprinting towards the donut shop. It sort of made me feel like a New Yorker, running in the city at midnight.

When I got to there, Ken was already seated on the stool at the counter with a serious expression.

“I do apologize for asking to meet so late at night. First of all, let me return this book to you.”

Ken handed A GOLD BOOK to me, now wrapped so that it didn’t get damaged.

“I went to my acquaintance for the valuation and coincidentally I bumped into his boss who was kind enough to do the valuation. But as soon as he laid his eyes on the book, all hell broke loose. He said this book is worth nothing short of $20,000 and even the Warhol Foundation wouldn’t have one in such pristine condition. Therefore, the best thing to do is to put it up for auction at the right time,” said Ken.

He smiled and continued, “Isn’t that great? It was such a great news that I wanted to tell you in person,” and stretched out his hand to shake mine.

I said “Thank you, Ken,” happy to see that Ken was as excited about the news as if it was about him.

“So I told them that I would first return the book to the owner and let him know about the full result,” said Ken, looking satisfied about a job well done on his part.

We toasted over coffee which was followed by a friendly hug.

“Now the decision is up to you. A story about the discovery of such a rare book will be something The New York Times would jump on. As for an average collector like myself, just holding it in my hand is a blessing. So truly, thank you,” Ken continued.

My mind was made up.

“I will sell this book to you, Ken. No, actually, I want you to be the owner. As my first client, will you do me the honor?” I said.

“No, no, I can’t do that. I don’t have that much money to buy such an expensive book,” Ken said, shaking his hands and head briskly.

“It’s not the money. Hmm, let’s do this. I will forget this book at this shop and you can be the one to pick it up. See you soon, oh, thanks for the coffee!” I said and I left, leaving the book on the counter.

“W-wait, hold on!” Ken got off the stool to stop me but by that time, I had already left the donut shop and was speeding down Broadway at midnight.

For some reason, I couldn’t contain my happiness that I hopped and ran back home.

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I see, thank you.
I see, a big help.
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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.”