A
brand that continues to push boundaries when it comes to technical design, and
for us epitomises the crossover between outdoor and everyday gear is nanamica. When the chance came up to
ask some questions to the founder of the brand Eiichiro Homa we were delighted.
We’d
also like to say thanks to Ian from
nanamica for helping arrange the interview.
What
does the name nanamica mean?
The word ‘nanamica’ can roughly be translated to the house
of seven seas.
What
are the main inspirations behind the collections that you create?
It is impossible to say I am not inspired by daily life
in Tokyo. It is a very special city after all. I get inspiration from observing
people on the train or street on their daily commute to work and myself as a
user of nanamica garments. In addition, since my hobby is sailing, the ocean
and marine aspects are fundamental to what we do. We try to add an element to
each piece we create.
It is during these ‘on’ and ‘off’ periods where we find
inspiration. Sportswear, military, workwear, American classics and other
vintage pieces are also key.
The
brand is sold and admired throughout the world - what makes your garments so
popular?
nanamica was soon recognised as a pioneer in mixing
fashion and function since its birth in 2003. By combining classic looking
clothing with the very latest in technology of functionality, we have been able
to create the best tools for our everyday lives the world over. Now this
direction has become popular.
How
much work goes into creating a particular garment? How long does it take to go
from initial idea to the finished garment?
We invest a lot of time into each and every product we
create. Whilst we have two collections per year, we also have 6 months to
dedicate to each however, we are reviewing and revisiting constantly to ensure
functional clothing that will stand the test of time and often come with a
little surprise.
How big is the nanamica team?
The team at our HQ in Daikanyama is now 20 employees
strong including myself. We also have 14 staff members across our stores.
nanamica
has a number of physical store locations - how important to the brand is this?
Are there plans for more stores? In Europe maybe?
We have four stores currently and these enable us to
meet and have regular face-to-face interaction with our customers here in
Japan. They act as a window and we prefer this type on interaction.
Our two
bricks and mortar stores in Tokyo are both in Daikanyama – a quieter
neighbourhood when compared to Harajuku or Shibuya for example. If we had
stores located there, we may not be able to take care of our customers one by
one.
Elsewhere our 18fw collection will be stocked in 24
countries and we are looking at opening our own stores in Europe and North
America.
Could
you explain to us a bit more about The North Face Purple Label gear?
The North Face Purple Label is our collaboration with
The North Face brand in Japan, which is owned and operated by GOLDWIN as it is
in South Korea. The head of The North Face business at GOLDWIN is an old and
dear friend. After establishing nanamica in 2003, I asked him to consider
collaborating to create a new fashion-orientated line of The North Face.
What
plans do nanamica have for the future?
As mentioned, a bricks and mortar presence overseas is
next up but we will continue to do what we always have done: create the
products that humans need to assist and enjoy their lives.
Information correct as of May 2018 - Feature first published in Outdoor Wear Mag No.1
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