• Read story from the beginning
  • chapter2
    It's a miracle
  • chapter1
    Days with Asha
  • chapter6
    Chasing the dream
  • chapter5
    Encounter and farewell
  • chapter4
    Back to the starting point
  • chapter3
    Meeting with Jack
  • chapter2
    To New York
  • chapter1
    The beginning of a journey


Read story from the beginning 001-


Chapter 2 It's a miracle 046-051

Chapter 1 Days with Asha 040-045


Chapter 6 Chasing the dream 031-039

Chapter 5 Encounter and farewell 025-030

Chapter 4 Back to the starting point 019-024

Chapter 3 Meeting with Jack 013-018

Chapter 2 To New York 007-012

Chapter 1 The beginning of a journey 001-006


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LifeWear Story 100

What is “LifeWear story 100?”

there exist these lines of clothes
which has remained for many years,
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
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

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

Yataro Matsuura
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.”