UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

Asha’s voice was somber.

“I know it’s late, but can I see you now?”

She said, her voice, almost choking.

The short hand showed that it was past 1AM.

“Sure, of course. Why don’t we meet up at Cafeteria on 7th in an hour?”

Cafeteria was a 24-hour diner popular with the locals. The chef was one of our antique-book-collecting friends who collected old recipe books. It’s not cheap, but when it’s so late at night, it felt safe to know the person at the restaurant.

“I can be there in 30 minutes. I really want to see you soon…”

“Ok, in 30 minutes, then.”

“Thanks, see you then.”

I put down the receiver and started to get things ready. Not that I knew what to expect, but hearing that she wanted to see me soon made me want to see her soon. I stepped out of my apartment to discover the elevator was down. I immediately headed down the emergency staircase.

The streets looked empty. Should I take the subway or grab a taxi? I had $50 in my pocket. I looked across the Broadway and spotted a yellow cab.

“Can you take me to Cafeteria on 7th with a fiver?”

“What happened?”

“I need to get to my girlfriend.”

The cabbie smiled and said, “Hop on.”

It just came out of my mouth, but I blushed,
realizing that I called Asha my girlfriend.

The taxi stormed down Broadway, taking me through a streaming sight of midnight in New York. Seeing some rooms still with their lights on somehow made me feel blue that they had to stay up so late. I know New York has many faces, including the night, but for me, it was a city where everyone works hard for their tomorrow.

“I’ll do this for $3. Get your girlfriend an apple pie or something. Don’t make her cry, you hear?”

The cabbie stopped in front of Cafeteria,
game me back $2, and smiled.

“Thank you, thank you,” I bowed and the cabbie waved me away and drove off.

Cafeteria at midnight was full of customers clad in glamorous outfits on their way home after a night out. When I said, “I’m meeting someone,” the waiter silently gave a nod for me to look around. I gazed across the dimly-lit restaurant and found Asha sitting at the far end.

She wasn’t alone.

Cigarette jeans were born at the UNIQLO’s Los Angeles Jeans Innovation Center. The greatest appeal is its silhouette.

A skinny fit with a straight style. The straight design below the knee beautifully covers your leg line, and it has just the right hug around the thighs to fit and flatter. The high-rise waist brings out that length in your legs, too.

She was sitting with a man. When I walked up to their table, Asha noticed me and stood up.

“I’m sorry to call you out so late at night…”

“Oh, don’t worry. May I have a seat?”

When I settled in, the man put out his hand and said, “How do you do? I’m Harry, Asha’s boyfriend.”

I shook his hand said, “How do you do?”

“I’m sorry, I just wanted to see you for a moment. I’ll be leaving soon, so don’t worry,” he said.

He was courteous and well-mannered,
Made a good impression.

“I’m sorry, I told him I wanted to break up with him today because I fell for someone else. That’s when he said, he won’t be convinced unless I tell him what kind of person this new man is, so…”

“Ok, I’ll be going now — three is a crowd. Honestly, I was going to give him a piece of my mind but when I shook his hand, I knew that he was a good guy. I’m sorry if this made you uncomfortable.”

“Thank you, Harry.”

The two stood up and hugged each other. Harry handed a couple of bills to the waiter nearby and left without turning around.

“I am so sorry… I couldn’t help myself from speaking about you. But I’m relieved that he saw you and knew how I was felt. He looked sincere, but he has some women issues and I had been feeling that I’m not the one for him. It doesn’t have to be me, that is. I’m not sure why but I feel like you’re the one for me and I’m the one for you… like you need me to make your dreams come true… and I need you to make my dreams come true…I felt something like that in you. In this cold lonely city, I thought, I finally met someone who can make me feel this way.”

She went on as tears welled up in her eyes.

“What would you like to order?” asked the waiter.

“I’m sorry, we’re leaving now,” I said and pulled her hand and headed out the restaurant. Skinny jeans with heels and a t-shirt. Simplest of ensembles but she looked incredible, moreso than ever before.

I hailed a cab and we rode back to my apartment.

“So what time is your work tomorrow?” I asked.

“I have a day off!” Asha said with a smile.

This is made with the comfort stretch denim, made with world-renowned Japanese denim manufacturer Kaihara. With 30% elasticity, you can easily slip into it.

We also made sure that we kept authentic denim features such as the stitching and the buttons. Enjoy them with a pair of sneakers in the day, heels at night. This is a real must-have for your daily wardrobe.

Jeans so comfortable,
like a t-shirt.

WOMENHIGH-RISE
CIGARETTE
JEANS$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.”