UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

While lying down I looked out the window.
The morning sun was eternally clear.

As our fingers touched, I took her hand in mind,
Asha firmly holding onto mine and said,
“Morning.”

“Good morning. It looks like fine weather today.”

“Yes, it looks like it’s going to be pretty hot. Did you sleep well?”

“Yes, how about you, Asha?”

She squeezed the hand we held together and said, “Of course,” then smiled. Her sweet scent tickled my nose.

“Do you like Lincoln?”

She suddenly asked.

“You mean Lincoln the President?”

“Yes, Abraham Lincoln. I read Lincoln’s biography for the first time when I came to New York and I fell in love with the man. ‘If we could first know where we are, and wither we are tending, we could then better judge what to do, and how to do it..’ I was really taken aback by these quotes. These words have always made me think about where I stand and the direction I’m headed.”

“I think Lincoln was a woodsman. He may have come to such thoughts in the woods. They are deep alright.”

“Yes, he was and that’s the amazing part. He also loved cats, apples, and Aesop’s fables. I also love cats, apples, and Aesop. What about you?”

Asha rose up, pulled my hand, and looked straight into my face.

“Cats, apples, and Aesop. I like them, too. Do you know ‘The North Wind and the Sun?’”

“YES! It’s a story about how nothing works out when you force it. It’s this idea that you can’t use force to undress a traveler.”

Asha and I continued to share all the Aesop fables we knew.

“Lincoln was so good at telling others those important things in life in a funny way, and I bet he learned that from Aesop.”

“Wow, he is amazing.”

“So, where do YOU stand now? And which way are you headed?”

She asks, in my arm.

Where do I stand now? And which way am I facing? I began to ponder this question as I gazed at the blue sky from the window.

“You and I are probably standing in different places now, but I hope that we are facing the same direction. I would love it if that was the case,” she said, leaning her cheek on my arm.

EZY color denims combine the details of authentic five-pocket jeans with an all-new sense of wear. The raised fabric gives it a premium feel, with excellent stretch, all with an iconic soft and gentle texture.

Flat elastic at the back and a drawstring on the inside front gives you just the right comfortable fit.

“I had no idea that you owned so many clothes! You are one stylish man, alright!”

She exclaimed as she opened and looked inside my closet.

“No, these are all the clothes that the boyfriend of my landlord owns, not mine. But I have the permission to wear anything in here. So, this is a furnished, wardrobe-intact rental accommodation.”

So, I started telling her the story that led up to me renting this flat and how I had the chance meeting with Jack, the owner of this wardrobe.

“Wow, who would’ve guessed that such encounters are possible. You’re lucky because you look good in American traditional style. Hmm, I may have a dip in these…”

Being a fashion lover, she started going through the closet as though to uncover hidden treasure.

“Found it! I’m gonna try this on. I’m gonna look great, watch me.”

She placed the slim color trousers on her waist and stood in front of a mirror.

I was very keen to find out how this stylish girl would put together a look with men’s clothes.

“See, what did I tell you, so cute! I can go with a slightly bigger men’s size. The balance looks great if I roll it up and show my ankles like this,” she said and played with the clothes.

“So, what would you choose for your top?”

“Hmm, I think I should go simple. A shirt would be nice. Again, a bigger men’s size and tuck it in.”

Asha casually took off the t-shirt she had on as PJ’s, took out a checkered shirt from the closet, and put it on.

“See, what do you think? If I wear like a denim jacket on top, now that’s a style, don’t you think?”

Asha was bubbly, doing turns in front of the mirror.

“C’mon, let’s go get breakfast. I’m going to go out in these, ok?”

She said as she hopped around like a giddy school girl.

“I just love these chic looks using simple men’s clothes. You just need the shoes and accessories to bring out the feminine side. C’mon, let’s go, I’m starving’!”

This was our first morning together.

From the standards of black, navy, to smoky gray, we have a range of colors that bring out the premium quality of the material. This year’s trends of red and brown colors can add spice to your total look!

The clean, tapered silhouette goes well with sneakers for a casual look or a pair of leather shoes for a more reserved tone. Go clean with a shirt or a Jacket — the possibilities are endless.

Together, for always.
The kind of trousers that makes you
feel so, like that significant other.

MEN EZY
SKINNY FIT
COLOR JEANS

Coming soon

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.”