UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

Jack and I are now officially working on the assignment from Peggy, the interior designer.

It was a new kind of initiative where we are to select a tasteful collection of vintage books for the large bookcase for the living room of the client’s new house.

The key item that defines the tone would be the No.45 classic chair by Finn Jujl, the Danish industrial designer. Our job is to find as many books as possible in par with the value and taste of this famed chair. The good news is the sky is the limit for the budget.

“This would probably require the same level of effort as opening up a very modern and tasteful vintage book store. We have to have at least 2,000 books,” said Jack.

“2,000?!” I gasped, to which Jack patted me on the shoulder and said, “It’s about 200 boxes of books, give or take. Yeah, we can do it in two months.”

During my time in New York, I made it a point to fly back to Japan a few times, at which times I would share with my family and friends about this job of finding books, along with my aspirations for the future.

Even if I’m still trying to feel it out, I needed to verbalize this vision I have for myself and the belief I hold dear to others, trying to make them understand what I’m trying to do.

Doing this helped me to better understand myself, to see things I couldn’t see.

Why, what, how, then what to expect, what do I want to do, what lies ahead… How would this person become happy? These were the thoughts going through my head all day long.

Printing technology, bookbinding, paper, design, the content, the forms of expression… all such elements are combined together by the creative talents of that time into this work of printed matter. There are important messages we can learn for our future through this medium in its inherent role to convey not information but emotions.

My aspiration was “to communicate the very presence and the value of a beautiful book which embodies novelty and beauty that transcends time.”

“Jack, do you have a second?”
I would always try to use different words to explain my aspirations and ambitions.

“Hmm, I get it, but those who don’t know anything about you might have a hard time understanding that.” It wasn’t easy to convince Jack.

“You have to make it simple so that anyone can understand. I get that books are important to you, but it’s inherently much larger than that. Maybe you don’t have to mention the book at all,” said Jack.

These words were a revelation.

Ultra light, ultra stretchy, and ultra quick-drying. This is the high-function jacket that will move you from the minute you put it on. The 100% polyester material, developed with Toray, is light and easy to clean. Enjoy it with pants of the same material.

Airdots, the highly breathable, anti-bacterial material with a deodorant function is fitted on the sweat-prone underarm area. Wear it for a summer business scene, dining in a restaurant on holiday, or just enjoy the everyday casual style with t-shirts or a parka.

We needed the help of our friends at the vintage bookstores to handle this book coordination assignment. Jack and I decided to visit the owners with whom we had good relationships.

It was from that time that my standard look was to wear a white shirt and a navy jacket. An Oxford button-down shirt and a light basic jacket that I can just put over like a shirt. I would choose either a pair of jeans or chinos for my trousers, depending on the mood, and black loafers. Sometimes a tie, too.

No matter who it is, it’s good manners to have respectful attire when you are discussing work. Such protocol gradually became my daily routine.

Being the rookie running with all the seasoned pros, the least I could do was to have a proper appearance, stay humble, and be willing to always learn.

Even Jack, an expert in the field, was always properly dressed and was respectful to others in a business setting.

We often talked about what is important in appearance and grooming.

Actually, both Jack and I loved fashion (particularly the traditional kind) and were eager to enjoy fashion more-so than others (which is different from wanting to stand out).

“First of all, being well-groomed is about being clean, whether it’ be your hairstyle, skin, fingertips, or odor. Being clean is a sign that you value relationships. It’s not about what you wear or what you put on. We go through many hugs and handshaking in a day, so it’s just about manners,” said Jack to which I nodded in agreement.

“The fact that we meet many people each day and ask them to pass on their precious books for our work and that we are able to do that is partly to do with how we dress. How we dress lets them know how serious and committed we are to our profession and that’s why they help us out.”

“Back then, I thought being clean was irrelevant. That it was all about talent and ability. But soon I realized that it’s manners to be well-groomed and that it was important to be respectful and considerate,” said Jack.

“How did you come to realize that?” I asked.

“One day, it dawned on me that what I’m doing is not a hobby nor a passion but business. You need manners, respect, and consideration in doing business,” he continued.

This was another revelation for me.

We made adjustments to the millimeter in line with the characteristic of the material. Even with a relaxed pattern around the sleeves and shoulders, the sleeves have a clean line. By taking out the stitching underneath the front pockets, we realized a neat look and easy movement with the stretch fabric.

This season, the KANDO jacket is available in three different fabrics, so you can enjoy the various situations in style.

This jacket is
not so much a piece of clothing but a tool.
That’s how useful it is.
That’s how well it fits.

MENKANDO
JACKET$59.90

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.”