UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

Five years in Paris was both long and short for Asha.

She lived in the Marais district with Ms. Renee, which was more than perfect for enjoying life in Paris. Asha was like the daughter Ms. Renee had lost to illness, so Ms. Renee provided all that she needed.

“Just take everything in that you can about making clothes here,” she said to Asha.

To learn just that, Asha began working in a small dressmaker shop to, first of all, learn the basics of needlecraft. At night, she would attend a language class to learn French. In her spare time, she would go around museums or stroll through the city to be fully inspired about fashion in Paris, which was an entirely difference experience than in New York.

At first, she was surprised to understand the fashion values of women in Paris. They place less importance on self-expression and dressing up and more on their hobbies, social life, and holidays compared to women in New York.

She discovered that many women in Paris have a strong belief in their values, opt for simple quality pieces over trend, and tend to wear the same kinds of clothes. In other words, they have their own respective style figure dout.

“There’s nothing more embarrassing than wearing something that was obviously bought yesterday. They tend to be discreet about the brand. It’s most comfortable and relaxing when you have modest, quality casual fashion,” said the lady who works at the dressmaker shop.

“Don’t you want new stylish clothing?,” asked Asha.
The lady smiled and said, “We’d rather go on a drive in the countryside with our boyfriends.”

She always had a crew neck cashmere knitted top with a jacket and a pair of trousers. The way she put them together, her hairstyle, her makeup, was all oozing with her own personal style.

“I’m borrowing this jacket from my boyfriend because the size is perfect for me. Many women in Paris wear men’s clothes.”

Asha envied this woman and recalled how she used to borrow clothes from her boyfriend back in New York.

What also fascinated Asha was men and women often wore jackets as part of a casual fashion which somehow made them all look mature and sophisticated for their age.

I’m keen to find a nice jacket for myself, Asha thought for the first time in her life.

This Comfort Jacket is super comfortable because it is light, soft, and wrinkle-resistant. Its greatest feature is in the fabric. We’ve went all out on our pursuit of finding comfort, coming up with a proprietary material with an exquisite balance of stretch and a resilient shape fit for a men’s jacket.

The stretchy material posed a great challenge in stitching and ironing, but we’ve repeatedly tested the tension of the threads and the finish to come out with this proud creation.

Asha developed a new hobby of finding men in jackets, as so many looked good in them.

One day, Asha asked a forty-some year-old man she met at a café where she was a regular.
“You always have a lovely jacket on. Is there a secret to looking good in jackets?”

“You ask a funny question. It may be a surprise to you but this jacket is not expensive at all. In fact, it’s on the cheaper end. But I love it for the great fabric and the key is to find the perfect size for yourself. Also, to wear it wherever you go. When you wear it so many times, it naturally begins to fit you better. It’s like a friend or a lover. You meet them every day, and you get closer. Same with jackets. Clothes aren’t for dressing up but wearing.”

The man spoke and winked at Asha.

The cafés in Paris has such open atmosphere that once you visit a couple of times, you come to recognize the faces and are able to start up conversations. It’s also so Paris that many come alone and Asha found her favorite in her own neighborhood.

Asha also loved the composure of the Parisian men who wore jackets. They were true gentlemen, never arrogant nor loud.

“When you wear a jacket, you want to be kind to women. Jackets may have that effect to straighten up your overall demeanor.”

The man said and put his hand over Asha’s, gave a peck on Asha’s cheek, said “A tout a l’heure,” and left.

Just wearing clothes that we’re used to. Think not about clothes but how to best enjoy your weekends. Do something that makes you happy.

The man whispered these words into Asha’s ear.
Her heart skipped a beat.

The fashionable city, Paris. A city full of people who aren’t consumed by fashion. Asha had fallen in love with Paris all over again.

She began to feel Paris was right for her.

The simple no-frills design is fit for a casual looks and clean business styles.

The quick-drying DRY technology is also a great additional feature. You’ll love the wrinkle-resistant quality when you travel, too. This is a LifeWear piece that truly does accompany you in various scenes in your life.

Oh, how I wanted
a jacket like this that
I would want to wear every day.

MENCOMFORT
JACKET$59.90

Choose this clothes

BOYSCOMFORT
JACKET

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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.”