UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura

It was a beautiful Sunday morning. Asha and Nico arrived from New York to join me in Portland for a while.

We went to downtown Portland to have a late breakfast in this delicatessen next to an organic supermarket.

Nico who loves fruit was all happy piling on diced strawberries, melons, and oranges to fill her bowl.

“Give me a big big hug…”
Asha said, moving closer to me, after her sandwich breakfast.

“For me and for Nico, too…don’t be shy about this,” she whispered in my ear.

Yes, I tended to go all shy when it came to hugs. This was particularly true when it came to physical display of affection with my family.

It was a bad habit on my part because it was a promise between me and Asha. We promised that we would always show how we love each other in front of Nico because that’s what makes kids happy.

Kids tend to be anxious with the smallest things. Because we’ve been on the opposite sides of the country for a while, it was important that Asha and I hug each other to confirm our love with a good hug.

Since Nico was born, Asha and I always talked about how best to raise her. Answers were never forthcoming, so we talked and talked so that we knew what each other was thinking and feeling.

The important thing we discovered in our dialogue is to think about the best thing we can do at that moment to make her happy as opposed to the happiness in the distant future.

Also, never force our expectations on her and always value this time we can spend with her from the bottom of our hearts.

We hugged and looked into each others’ eyes in our embrace. When we shifted our glance towards Nico, she looked away, all smiling and happy.

“Come,” I said and tugged her closer to us and gave her a hug then let go saying, “I love you.”
“No, hug me more! Longer than mommy,” said Nico.

Asha gazed with a warm smile. Hugging my two girls gave me such tender warmth inside. I knew this was one of those blissful moments in life.

“Meals are the best when we’re all together,” said Nico.

Nico is a bubbly child but when she sees how loving and close her parents are, she becomes even happier.

Daddy loves mommy. Mommy loves daddy. Seeing this really gives assurance and peace of mind to a child.

Kids gain positive energy from parents and vice-a-versa. This formula can only work if a parent is willing to bring the best possible happiness to a child at that very moment.

We have updated our good ol’ suteteco, the traditional undergarment from Japan. The casual and easy-to-wear scrub chambray (solid/stripe), Panama checkered with breathability and iconic surface with partial starch, the traditional tie-dye, Japanese prints inspired from plant-dye, the Hokusai blue, the Mickey blue… Now the all-new Airism suteteco using the “Airism mesh” fabric.

Each summer, this LifeWear sees new additions with material and color/design.

When I was small, my dad would often take me to see a Rakugo stage and afterwards, we would always stop by for a treat. These trips were the best.

I loved walking with my dad in his kimono in the entertainment district where the theater was. Full of curiosity, I couldn’t help but ask about everything that jumped into my eyes. But he would never get irritated and answered every one of my questions in detail.

One day, at one of the performance, the comic mentioned a word, “SUTETECO” and I asked my dad what it meant.

“It’s an underwear, see? I’m wearing one right now” he said and pulled up the hem of his kimono. “So that’s what it is. Suteteco is a strange name, though,” I said and laughed.

On our way home, I kept repeating the word, ‘Suteteco’ to a tune, just like the comic. My dad chimed in, too, as we continued our journey home.

With this fond memory of suteteco, I brought some pairs to Portland. It wasn’t an undergarment for a kimono but a relaxing pair made with a delicate cotton texture.

I don’t know how many times I’ve been asked by non-Japanese about this amazingly comfortable looking pair of trousers and each time I would begin by trying to explain its origin of being an undergarment from Japan but stop and say it’s an easy pants or half pants. Then I end up saying, “This is suteteko and that it’s roughly a traditional dailywear in Japan.”

Asha and Nico brought their pairs, too. As soon as we got to the house that Jack had rented out for us, they changed into them.

“For summer, it’s gotta be Japanese suteteco,” said Asha.

On a hot day, the entire family would be in our sutetecos. Never thought that I would see that in Portland.

I remember the first day Asha put one on like it was yesterday. She hesitated at first but as soon as she slipped into one, she was thrilled at how comfortable and relaxing this home clothes was. From that day onward, the pair instantly became one of her favorites. There was something similar back home in Ethiopia, so I guess it was a no-brainer.

“Suteteco is a traditional Japanese roomwear but I’ve no doubt it will be a favorite for anyone around the world. Choose the fabric and design and you can probably wear it outside, too.”

“Suteteco, suteteco..” Nico giggled away singing to the word, just like her daddy.

The soft comfy 100% cotton material is used for below the knee section, essential for a suteteco. A mesh fabric for the pocket where it overlaps for lightness and quick-dry. The pile structure on the inside of the waist elastic reduces stress on the skin but keeping the front open for convenience.

The fresh&comfortable Airism suteteco comes with so many functions including dry, odor-resistance, cool to the touch, odor/bacterial-control, and stretch. You won’t notice even you if you wear it underneath your trousers. For relaxing at home or as your one-mile fashion, or after a gym, a shower, or even for your holiday, this item will give you the comfort you need for the summer.

Put them on and you’ll know.
The amazing comfort.
Just brace yourself for
the wow with yourfirst pair.

MEN LIGHT COTTON
EASY SHORTS

Not available

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.”