What is the LifeWear Story 100?

Since the beginning of UNIQLO,
our clothes have been trend-neutral,
yet never dated.
Out of everything,
they are the unsung presence,
sitting quietly behind in TV ads.

Yet they are the culmination of 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 a 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 wealthy lifestyle?
How is a quality day spent?
What does happiness mean to you?

And you be surprised to discover that such a piece of clothing has existed.

What is the UNIQLO principle?
Why do we call clothing LifeWear?
What kind of clothes constitute LifeWear?

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.”