UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

Maripol gave a big hug and said to Asha,　“You are so adorable. Great style, too! We must meet again.”

“So, what do you besides working at the Coffee Shop?”

The woman with Maripol softly asked Asha.

She was also very stylish, a blond crew cut, with a baggy yellow shirt and khaki army pants.

“Well, yes, I design clothes…actually, it’s not that I do now but I will. My clothes are not so much about looking stylish, but for everyone to relax in…”

I have never seen Asha so nervous.

“Really? Well, I design clothes, too. I definitely look forward to wearing clothes designed by a darling like you! All the best.”

She gave a peck on Asha’s cheek and said goodbye. Maripol smiled and blew Asha a kiss.

“Umm, oh, I was hoping I can get an advice about designing clothes, anything, please.”

Asha suddenly leaned in for the advice. The woman smiled and said,
“Design clothes that give energy to the person who wears it. What do you think that needs? It’s not about how it looks but love. Each stitch, the texture, the color, the lines, express your love through each detail. Do you see what I’m saying?”

“So, I made this shirt. It has holes but that’s one expression of love, because you wear it for many years, and it takes on that wonderfully soft touch on the skin. It has truly become my very own because I gave it the love. So, it’s about how much love you can give it, that’s what matters, I think.”

“Hey, take that t-shirt off you have on now,” she said and took off the one she had on.

“C’mon, hurry, let’s swap!”

In the middle of the street in Harlem, she took off her shirt, to all our surprise.

Asha hesitated for a moment but immediately followed and traded her t-shirt.

“We should swap again someday,” she said.

This is a massive update of the basic crewneck T-shirt, a wardrobe essential. The biggest change is that we’ve turned the fabric inside out so that the brushed surface is now inside, leaving the soft side to touch your skin.

The unbrushed outer side now allows for more vibrant colors to come through. The depth, the vividness, an extra way to spice up your style — you’re sure to enjoy our variety.

Asha, wearing the shirt she just got from Maripol’s friend, was just dumbstruck with the whole thing.

“I’ve seen her somewhere, can’t put a finger on it now, but I’ll bet she’s a famous designer…,” said Rowena as put her arm over Asha’s shoulders.

In front of the Apollo Theater in Harlem, Asha looked completely stylish, wearing that baggy yellow shirt that matched so divinely with her vintage jeans. That’s how much style the shirt carried.

The young kids who’d pass us by would comment how cool Asha looked as we walked on.

“Ok, c’mon, let’s go,” said Rowena.

“You know, this shirt is rather tired and has holes here and there, and it’s definitely not my size, but it’s somehow so comfortable. It doesn’t fit, but it fits, it’s like it’s always been mine. It’s amazing,” said Asha, as though to be speaking to herself.
“So nice to the touch. I’ve never worn a cotton shirt as soft as this. It’s not about the design nor the color but I never knew that a soft-touch shirt can make someone so happy,” she continued, carefully feeling every part of the t-shirt. I knew then that she was starting to have some kind of an epiphany.

“I’m sorry but I need to go home now. I need to sit down and think about this soft-touch shirt,”
she said apologizing to Rowena and me.

“Ok, I get that you are content at meeting your idol today, and it won’t mean anything if we try to go somewhere after this. Ok, let’s just go home today,” said Rowena and led Asha by the hand and headed for the train station.

“Tell me, what are soft-touch clothes like? What of your clothes is the softest?” Asha asked me.

“Hmm, let me feel that shirt.”

I reached out to feel the fabric of Asha’s shirt and boy, did it have that amazingly soft touch. That’s when I realized, I knew of a piece of clothing with a similar touch.

After 3 years, we brought back the ribbed sleeve detailing so that it stays up when you roll up your sleeves. Taking out that unwanted snugness for relaxed shoulders and body, still with a perfect silhouette when worn on its own.

We’ve taken out the stitch around the neck on crew necks for a clean look. We’ve also discovered the perfect height for the high-necks, revealing a bit of color for a layered ensemble. It’s stretchy, easy-to-wash cotton, the LifeWear we want you to wear every day.

You will simply be in awe,
Of not just the soft touch,
But of its ease of move and comfort.

MENSOFT TOUCH
CREWNECK
LONG-SLEEVE
T-SHIRT$14.90

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.”