UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

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Each time I close my eyes, I often recall that very day.

Leaving my home country, I land in the U.S. for the first time, specifically, San Francisco. I gazed up at the night sky, the bustling of the city jumping in my ears, the smell of this melting pot that is this nation…didn’t know if I was coming or going but I knew for certain that I was about to embark on a new chapter in my life. Whatever happens, I convinced myself that I was going to give it my best shot. I My heart was filled with hopes and dreams.

Yes, from that day, that moment, I began to move forward, with a strong conviction of “From now, from here.”

Come to think of it, I had those fresh sentiments like this “From now, from here.”

The entrance ceremony for elementary school. First day in Little League. The day of my high school entrance exam. The first date with my first love. The memories of all these firsts, the day I mustered up all my energy and courage to take that first step, from now, from here.

Early Sunday morning. I plopped myself down by the window, gazing hazily out of my apartment in NY, thinking back to those memories of ‘From here, from now,’ with a coffee mug in hand. By my side are Asha, my wife, and our little girl, Nico. Life in the city is hardly easy but thanks to the recognition as a book trader in NY, we’re able to enjoy this peaceful way of living.

As I felt calm and settled, I found there was another me who was searching for the new ‘from now, from here.’ I shouldn’t just be reminiscing back on those days past. I should go find the next scene in my life. I shouldn’t be puttering about. The goal tape is way, way ahead, the other me rallied. Yes, life had only just begun.

I took a sip of my coffee and stared at the Empire State building from the window. “Gotta go further and beyond,” I muttered to myself.

When I’m at a loss and in search for answers, the first thing that came to mind was my father.

There was a bit of a ritual that he would do when he makes up his mind to take that new step.

First, he begins by getting a shorter crop than usual. Then he takes a bath, thoroughly washes himself, then finally, he would empty tubs of water all over as though to cleanse himself all over.

When I see my father like this, even as a child, I knew that he was about to start something new.

Then, he would take out a brand new underwear, put them on along with a neatly kept set of clothes. With a reserved “Ok!,” he would walk out the door with a brisk look on his face.

These are boxer briefs made with the precious Supima cotton with a refined finish. Supima Cotton is the premium cotton with super-long fibers grown in America’s Southwest, ranked the highest of all cottons. Supple and soft, it’s known for its smooth expression. We’ve developed a fabric of the finest texture, optimizing these cotton qualities.

The beautiful surface, the stretch character that fit snugly, is used on the inside to minimize fuzziness. Also added with the anti-bacterial anti-odor function. We are unabashedly tooting our own horn with this fabric, a result of many trial and error.

The beautiful surface, the stretch character that fit snugly, and the combed yarn, the soft premium cotton thread, is used on the inside to minimize fuzziness. Also added with the anti-bacterial anti-odor function. We are unabashedly tooting our own horn with this fabric, a result of many trial and error.

There was something that my father often said.

“6 months for underwear, gotta get new ones every 6 months. You wear them everyday so they do get worn out quite quickly. So 6 months is a good cycle. It maybe a bit much but new sets of underwear give you this mental refreshment so it works.”

He also had a strong opinion about hairstyle. “It’s too late if it grows out. Get it cut before it gets long.” Every two weeks, he would make it a point to go to a barber and would make me follow the same routine.

The thinking behind the underwear rotation would be the same. Too late if it gets old. It was about replacing with the new before it gets too old.
Being his son, it was a given to follow this new underwear cycle. Whenever I would put on a new one, I had to laugh because I would find myself muttering, “Ok!,” just like the old man.

With men’s underwear, you are either in the trunks camp or the brief camp. But I like them both and put on what feels right for the day.

I have this memory about briefs. It was when I was in 6th grade. I went over to my grandma’s for a sleepover and I was just in my briefs as I was changing. My grandma looked at my red briefs and said, “My, how stylish.”

I’m not sure why I chose the red one but I remember blushing with her comment about my underwear. I also remember thinking because undies, though discreet, are fun because it’s something you can have fun choosing colors and patterns, just like clothes.

Let’s get back to the story.

With these memories of undies swirling in my head, I knew what I had to do. Just like what my father had done, I decided to get a clean haircut, thoroughly wash myself, and get a new set of underwear.

And there’s no time like now. I went to a barber in the East Village and got a haircut and on my way home, I bought tons of new underwear(now, mostly briefs).

I went back to my apartment, took a shower, making sure I washed more thoroughly than usual, and stood in front of the mirror in the bathroom. I’m sure it was just in my head but I felt more refreshed.

When I got home, I took out all the briefs in the drawer in my closet and placed the new ones and put on a fresh one.

“Ok!,” came out naturally. My heart was filled with a powerful “from here, from now.” Yes, just like those days…

My mind was made up. I came all this way and I will keep moving, further and beyond.

“So what lies ahead?”
This urge to find out began to stir something inside.

Because it directly touches the skin, we were very particular about the details. Based on what our customers have said, we update the pattern each year to achieve a truly comfortable wear. We’ve taken out the stitches on the side and switched to a less constricting stretch elastic. We’ve taken out the stitching as much as possible along the side and the center back to reduce stress on the skin from the thread and welting.

We’ve also chosen softer thread for the stitches that do come into direct contact with the skin. The regular form with proper coverage above and below the waist promises a truly comfortable and assuring wear.

When I get a new set of underwear,
strangely, I feel anew
and secure.

MEN SUPIMA® COTTON
BOXER BRIEFS

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.”