UNIQLO｜LifeWear Story 100 directed by Yataro Matsuura｜Men Dry-EX Crew Neck Short-Sleeve T-Shirt

There was something that Asha had treasured deeply which traveled with all the luggage she brought from New York.

It was an old black&white photo titled, “1935 Happy Days at Camp Grable.”

This dated photo which features 10 girls in front of a cottage at a summer camp was something we picked up at this antique store we happened to stop by in our mini trip to Pennsylvania.

It told of the stories of young teen ladies, all dressed up in their summer attire, smiling at the camera.

Asha had framed this and kept it on her desk.

“The 10 girls in the photo all have different hairstyles, face, figure, and smile, and, certainly their clothes. But every time I look at this photo, I always think, this is how fashion should be…”

She would admire the photo saying, “Everyone should enjoy fashion more freely. True fashion is one that enhances our individual hair colors, skin colors, and our style. I think that’s the true power of clothes…”

There was a girl in short gingham check, standing on the right end. Asha seemed to adore her style and composure.

“Her clothes are absolutely simple and ordinary but so refined. It’s stylish enough and so comfortable, I’ll bet she chose this favorite dress of hers on the day of this photo. I want to design clothes that people see as their favorite.

She has stacks and stacks of references for fashion design, old fashion magazines, and books but she feels that this one photo contains everything she’s looking for.

These girls are the origin of Asha’s fashion design and she continues her studies almost like keeping a dialogue with each and every one of these girls.

“What sort of clothes will these girls grow up to love? Just the thought of this gets me excited. And I also think these girls are probably about 90 now. I wonder what kind of clothes they are dressed in today…”

Dry-EX crewneck t-shirt&shorts with innovative Dry-EX technology. Dry-EX is the high performance material that has the ultra-quick-drying function to instantly absorb sweat to keep skin smooth along with anti-microbial/odor function to minimize the sweat odor.

It has an outstanding feel on the skin with no side-stitching for both t-shirts and shorts. We’re proud of its form, result of repeated adjustment with the pattern. Super-breathable mesh for sweat-intense areas(for t-shirts, under arm, back, under sleeve. for shorts, side of thighs to upper back) for a better comfort.

There was another treasure of Asha’s which she brought from New York. It was a bunch of letters from her mother.

There were pages and pages of the essential philosophies to help Asha to strive in the future as a woman, a wife, and a mother.

In the letters, she would talk about fashion, sort of an advice to her daughter about fashion design. This was another piece which Asha would often read to me.

“How your figure looks is important when wearing clothes. But what’s more important is the inner confidence and beauty that shines through. Not tied down by your flaws, to wear clothes that suit your idiosyncrasy, understanding your figure, no matter your size, you will look beautiful. Asha, what I want you to understand is clothes will only achieve its true beauty when it is worn. And clothes that truly puts the person wearing at ease is the best piece of clothing for that person…”

When her mother was young, she used to work at a small tailor and through the work and the customers, she gained a hands-on training about clothes and fashion. This is why when Asha began to study fashion design, her mom had so much to pass on to her daughter.

Some of these words included, “Good clothes gives confidence and makes that person feel wonderful.”

Asha glanced at the picture of the 10 girls once again and said, “They are all brimming with confidence and hope, so unique in their own way, truly amazing. It’s so true what my mom said.”

“There’s another thing that my mom said…”
This was one of my favorite stories Asha would share with me.

“If a person can spend an entire year with a single blouse, that person is the best dresser, hands down.”

Best dresser is not someone who dons an expensive brand but someone who knows how to enjoy fashion with ingenuity and wisdom. These words of her mom beautifully capture what true fashion is.

I was curious to know how her mom viewed men’s fashion so I decided to ask.

Asha took out a letter from the stack and said, “There is a line here, not so much about fashion but about masculinity. I believe it’s a quote from the first U.S. president, George Washington…,” and she read on.

“Masculinity is about nonchalance within cleanliness.”

I was deeply moved by these words. It summed up all the teachings about manhood that I have received from people I’ve met over the years.

I tugged Asha towards me. Hugging her, I said, “Thank you.”

Our journey had only just begun.

(FIN)

Dry-EX crew neck t-shirt has been finished with a thin same-colored tape around the neck for a refined look, perfect for not only sports but also with denim, chinos, and outdoor shorts. We’re proud of this versatile design.

The Dry-Ex shorts is a convenient pair with a zipped pocket on the right side to carry around a mobile and cards but also great for those relaxing time at home. This LifeWear just offers amazing comfort wherever you may be, exercising in a gym, at a music festival, camping, looking fine in a sports casual style, and even for your travels.

The new basic,
rich with qualities of
ingenuity and invention.

MEN DRY-EX
CREW NECK
SHORT-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.”