UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

A couple of times a week I go to a café called the Coffee Shop in front of the Union Square Park to read a book, write letters, or just sit.

Coffee Shop was my favorite place. Somehow, it eased the loneliness and anxiety of being in New York.

Many people across the world come to New York to chase their dreams. Most of the store staff is working hard to become models, actors, artists, designers, etc.

Even so, there was a nice folksy feel about it, where businessmen and local grandmas can all sit and relax.

There’s something that I discovered about the place, which is that the store holds interviews for new hires every Tuesdays and Thursdays. It seems you get hired if you have a pleasant disposition, are hard-working, and if there is an opening. So every Tuesday and Thursday, many come to the Coffee Shop looking for a job.

I became friends with one of the ladies that worked there. Her name was Asha.

When I first started coming to the Coffee Shop, one day, I couldn’t make up my mind about which sandwich to go with. That’s when Asha walked by and said, “The tuna is pretty good.”

So when I was about to leave the store, I stopped by the counter to thank her to tell her that I enjoyed the tuna sandwich. She was pouring a coffee but turned around and said, “See you tomorrow!” with a smile. This made my day.

From that day, it became my thing to look for Asha whenever I was at the Coffee Shop. Three days a week, she works there from 630AM, when it opens, until midnight. I looked forward to seeing Asha.

One day, Asha came to my table, sat next to me, and asked, “So, what are you doing in New York?” I began to tell her my journey up to that point, how I flew from Japan to San Francisco where I discovered the beauty of antique books, then came to New York and now feeling my way in this business of dealing vintage books. “That sounds great. I love books, too,” said Asha.

Then, she went onto tell me her life story.

When Asha was 15, she came to New York from Africa, alone, in an exchange program at her Catholic school. This was not her decision but her parents’. She was only told of this two weeks before her departure.

This is our proud tank top, with a fine and clean fit. The stretchable ribbed material offers cotton-like texture and dries quickly. Polyester is mixed into the cotton, so the shape keeps, and it dries fast after sweating or washing.

It also has a smooth touch to the skin, thanks to special stitching around the neck and arm holes. With a relaxed neckline, this is a highly versatile design that you can wear on its own or as an inner layer.

Asha could not speak a word of English when she first arrived in New York. She says she would sometimes be up all night to finish her homework in tears. It took her five hours to finish what other kids would finish in an hour.

“Back then, the toughest thing was not so much the language but being separated from my family and friends. But now, I love it here in New York,” she said with a smile.

I understood why other staff at the Coffee Shop had this respect for Asha. No one had it as hard as she has.

“What are you doing now?” I asked.
“I graduated high school and now I’m studying to pursue a career in fashion. I’ve got to make it.”

“See you tomorrow,” said Asha and went back to her work. The coffee poured by the 22-year-old Asha was quite the cup.

The next person I became friends with at the Coffee Shop was a lady named Rowena.

Working as a waitress, she was a dependable 26-year-old who looked after others like a big sister.

Asha and Rowena were good friends, so when I was chatting away with Asha, Rowena would always stop by and ask, “So what are you talking to my lil’ sister about?”

Rowena was the most popular one at the Coffee Shop with the male customers. The sight of this lady with a short haircut wearing a white rib tank top with a pair of jeans, briskly moving about between the tables, had many guys hooked.

Rowena was a born-and-bred New Yorker from the Bronx. She had Spanish, Puerto Rican, British, French, German, and Welsh blood in her, which she joked about, saying, “It’s like I’m a one-woman melting pot. That’s New York.”

Her dream was to become a writer, so she studied creative writing at her university. She worked four days a week during the day at the Coffee Shop and rest of the time, she devoted herself to writing.

Once, I bumped into Rowena at the vintage bookstore on 21st street. She had Momo by Michael Ende in her hand.

I said, “Momo is my favorite book, too.”
“Actually, I want to write stories for children someday,” said Rowena.

One day, I stopped by the Coffee Shop in a white tank top and white shirt. Rowena jokingly said, “Oh, can I have my uniform back please?” and tried to pull the shirt off my back.

“Sorry, I borrowed it from your closet without asking,” I jokingly replied which invited these hard stares from all the male customers who had the hots for Rowena.

“What am I to do with you? Only today, ok?” said Rowena and blew a kiss.

This season, we are all about color. In addition to the white, navy, and other basic colors, we now have orange, pink, and other trendy colors for the crew neck, V-neck, and tank tops. It’s now available in a smaller package, too. With a bigger variety of colors at the store, we know you will enjoy finding your favorite.

As extra color underneath a jacket or a shirt, or innerwear to relax at home, this is one versatile piece you will love.

Ok, a confession.
I’m actually a big fan of tank tops.
White is my fave.

MENPACKAGED
DRY RIB
TANK TOP$5.90

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.”