Working with outdoor garments, current landscape of menswear, technical fabrics and forward-thinking design vs. traditional elements …

Can you briefly describe your 18 or so years working with outdoor garments and how you translated that into designing for nanamica?

My background was designing and marketing of technical outdoor garments at Outdoor Sportswear Division of GOLDWIN INC. which carries The North Face, Helly Hansen, Filson and Macpac, etc. in particular sailing gears. I designed gears for a Japanese entry for Americas Cup or Olympic Regatta. This experience has given me not only know-how about design but also close relationship with high technical fabric mills. So we are able to use very advanced functional materials and skillful factories.

What are your thoughts on the current landscape of menswear? Where does Americana sit in the picture?

After we have launched THE NORTH FACE PURPLE LABEL, we have seen many authentic outdoor labels have expanded into “Modernized Rugged Outdoor Wear.” And it seems to pass the peak. So menswear would shift more classic and sophisticated. Americana has been key signs for showcasing the life in America which non-American people have been hankering as its image of freedom over the generation. The world becomes smaller and smaller. New generation won’t hanker after image so much, but they would just enjoy it as design source of American heritage and culture.

How do you balance technical fabrics and forward-thinking design with more traditional or classic elements?

Since my background was producing authentic outdoor sportswear, I know what we could arrange and what we should not change in terms of keeping authenticity. So keeping some fundamental elements of authenticity, we would add what we would like to put by ourselves depends on the times.