It's not about putting on airs, nor is it about being frivolous | MEDICOM TOY

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Noodle.: An Interview with Hideyuki Tanaka and Kumiko Iijima (Part 1)

Art director Hideyuki Tanaka, known for his work on Denki Groove's artwork and "OH! Super Milk-chan," and stylist Kumiko Iijima, who has dressed artists like Kyary Pamyu Pamyu and Ringo Sheena, launched "Noodle.," an experimental fashion project, last year. Titled "Premium error collection," their collection features items like an oversized polo shirt, and stacked three- and four-tiered caps. These pieces are full of twists, aimed at those tired of current fashion and seeking stimulation from their clothes.

Photographs by Kaku OhtakiText by Kunihiko Shinno

Wouldn't it be interesting if something like this existed?

—To begin with, how did the two of you come to start this brand?

TanakaI first met Ms. Iijima on the set of Kyary Pamyu Pamyu's music video for "Sai & Kou" (2016).

IijimaMr. Tanaka was the director, and I participated as the stylist.

TanakaOriginally, I had created the base visuals for the "Premium error collection" as two-dimensional graphics. It was along the lines of, 'Wouldn't it be interesting if something like this existed?'

IijimaThen, Mr. Tanaka showed them to me. At first, they were images of an error polo shirt and an error cap.

TanakaThen the conversation turned to, 'It would definitely be more interesting to make these into actual items.' I had never made clothes like this myself, so I asked Ms. Iijima to teach me various things, and that's how we started working together.

IijimaI was intrigued by how a staple item like a polo shirt could be interpreted so interestingly. I felt that the way of thinking was fundamentally different from the norm, which is why I decided to participate. Moreover, I found the emphasis on 'error' to be wonderfully unique. In the apparel industry, where errors are generally to be avoided at all costs, the concept of creating errors is a cynical one. I found it very novel.

—What inspired the idea of creating errors?

Hideyuki Tanaka
Born in Shizuoka Prefecture in 1962. Art Director. Representative of Flame Graphics Inc. Gained attention in 1992 for his participation in Fuji TV's "Ugougo Luuga." Received the Excellence Award in the Entertainment Division at the 13th Japan Media Arts Festival in 2009 for the music video of Denki Groove's "Fake It!". Received the Excellence Award in the Entertainment Division at the 15th Japan Media Arts Festival in 2011 for the music video of Gure-tan's "Berobero."

Kumiko Iijima
Born in Tokyo. Stylist + Costume Designer. After graduating from Bunka Fashion College with a degree in Apparel Technology, she worked as a stylist and assistant at VOGUE NIPPON before becoming an independent stylist in 2000. Currently active both domestically and internationally as a stylist and costume designer for various genres including advertisements (TV, graphic, web), editorials, CD jackets, music videos, stage productions, concerts, and films.

TanakaFor example, errors in coins or stamps can have value among collectors. However, I hadn't heard of such a thing in clothing. The concept is to interpret such errors as premium. It's quite difficult to explain, though (laughs).

So, rather than designing clothes, it's about finding value in the errors made by mass-produced industrial products—and from that, thinking about how to create unusual shapes.

IijimaIt's distant from trends, or rather, the opposite. Or maybe not even the opposite (laughs).

TanakaI had a vague idea of these things, but in reality, it would be difficult to produce them in a factory, and patterns would be necessary. Considering all that, I couldn't do it alone.

IijimaCollages of President Kennedy wearing the error cap in the middle of the night were emailed to me, and I'd think, 'What is this? Amazing! It's thrilling!' (laughs). It was completely visual-driven at first.

—What was the first prototype?

IijimaWe made about eight types of polo shirts. Some were oversized, some were short, and some had enlarged collars. From there, if the collar was a bit tight, we'd make slight adjustments.

TanakaWe started by making them exactly as the two-dimensional visuals, then had Ms. Iijima make fine adjustments after people wore them. At the recent exhibition at Medicom Toy, we displayed them flat against the wall like two-dimensional art rather than putting them on mannequins. That was to evoke the initial concept design.

—It's amazing the factory managed to make them without mistakes.

IijimaThere were even errors of errors. Like, actual errors (laughs).

—Creating those multi-tiered, deformed caps must have been difficult too.

TanakaYes. Making them was more challenging than designing them, and it's very costly, so we're still experimenting. There are quite a few processes that require artisans to work by hand, and we can't outsource them to factories overseas. So, at this stage, they inevitably become high-end items (laughs).

Page 02.So, at this stage, they are Made in Japan?

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Noodle.: An Interview with Hideyuki Tanaka and Kumiko Iijima (Part 2)

So, at this stage, they are Made in Japan?

—So, at this stage, are they Made in Japan?

TanakaAlmost all of them are. While T-shirts and bags say "Made in China," they are actually Made in Japan. It's a feint (laughs).

—The "Noodle Made in China" series is also very unique. What was the inspiration behind the "Made in China" message?

TanakaRegarding "Made in China," I wanted to create message T-shirts, and after much thought, this is what came out in a twisted way (laughs). I think there's a certain hurdle to overcome to wear them willingly, but I believe the message itself can be interpreted in various ways. We created them hoping that people who find them interesting would wear them.

IijimaIt's like encouraging people to overcome that hurdle. Wearing these and walking down the street is like abstract art in itself (laughs).

TanakaEven among Chinese people, some find it very interesting, while others are a bit hesitant. Nowadays, message T-shirts can say quite radical things, and people can still wear them, right? I think there aren't many messages that make you hesitate like this one does.

A photographer friend who bought one of these T-shirts told me, 'I felt a bit strange wearing a "Made in China" T-shirt to a Chinese restaurant.'

—I'd like to experience that.

IijimaPlease do. When I wore it to a restaurant, they brought me an English menu (laughs).

—Could you also tell us about the origin of the brand name "Noodle."

IijimaDuring the meeting for the "Sai & Kou" music video, Mr. Tanaka and I were discussing, 'What is the ultimate?'

TanakaWe got really into it, talking about things like 'Maybe ramen and onigiri?'

IijimaSo the stage was shaped like a ramen bowl, and Kyary-chan even had narutomaki on her head (laughs). Mr. Tanaka and I also liked the same ramen restaurant, so we decided to go there for our wrap party. It's called "Chorori" in Ebisu.

A ramen restaurant.

TanakaSince we both had a common liking for noodles, we thought, 'How about "Noodle."'?

IijimaEveryone likes ramen, right? We hoped it would become something that everyone likes.

TanakaThe sound of "Noodle." just felt right. The way it's a bit floppy and elusive, and has a slightly Asian feel—it seemed to align with what we were trying to do. It's not pretentious, nor is it frivolous.

Top: The brand's symbol, the Noodleman. Bottom: The original character, "Menmen" the panda.

—The brand's mascot characters are also very cute.

TanakaThis is Noodle.'s symbol mark, and it's called Noodleman. We also created an original character, "Menmen" the panda, when we had a pop-up shop in Ueno last year.

—Besides the online store, Noodle. has only been available at its debut exhibition held at Liquidroom Gallery KATA in Ebisu, Tokyo, last September, and a pop-up store at PARCOYA Ueno-PARCO- in April this year, correct?

TanakaWhen we first presented at Liquidroom, many people came, but they were mostly our acquaintances, so it felt like a party for insiders.

IijimaThere were very few opportunities for people who didn't know us to see the collection.

—Many people must have been curious after seeing it online. This collaboration with Medicom Toy should make the items even more accessible.

TanakaMr. Akashi of Medicom Toy apparently saw our clothes on social media and contacted us. My company (Flame Graphics) had previously worked with Medicom Toy on package designs for "Downtown no Gaki no Tsukai ya Arahende!!" figures, and our offices are very close by. So, I immediately brought him some actual items to show him, and he purchased them on the spot.

We've worked together several times before, and our offices are very close. So, I immediately brought him some actual items to show him, and he purchased them on the spot.

IijimaWe're very grateful.

TanakaWhat started as my own fantasy took shape thanks to Ms. Iijima. Now, thanks to Mr. Akashi, it seems like it can reach a wider audience. Ms. Iijima works as a stylist and costume designer, and I work as a graphic designer and video director. We had never really handled the business side of products that go beyond our respective fields. We made the items, but we didn't know how to promote them or sell them. We could only think of exhibiting them for our acquaintances to see. It was through that that Mr. Akashi noticed us.

IijimaThis isn't a project with a typical apparel cycle of spring/summer and fall/winter collections. We've been constantly thinking about distribution channels and sales methods.

TanakaWe make clothes, but our pace is completely different from the fashion industry. We work at a free pace, creating things when we come up with interesting ideas. When we discussed this with Mr. Akashi, he said that working with us would be a perfect fit. I felt that Medicom Toy would be the ideal partner to help us distribute our products at our own creative pace.

Page 03.An interesting shape on anyone who wears it

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Noodle.: An Interview with Hideyuki Tanaka and Kumiko Iijima (Part 3)

An interesting shape on anyone who wears it

—The new denim jacket and hoodies make me want to try them on as the weather gets colder.

TanakaI like denim jackets and hoodies myself and wear them often, so I thought it would be interesting to apply the 'error' concept to these classic items. I just want to apply it to everything (laughs).

IijimaI'd like to try making shoes in the future, like sneakers. But I wonder if they'd be walkable with the 'error' concept? That seems like a really high hurdle.

—Are they basically unisex?

IijimaYes. They are basically one size fits all, with size variations only for T-shirts.

TanakaIt's less about a specific intention and more about wanting items that can be worn by both men and women if the size fits.

—That also feels very contemporary.

IijimaFashion today is very open to anything. Boys can look feminine. We want people all over the world to wear them.

TanakaDuring the catalog photoshoot, we had people of various heights and body types try them on. When a 180cm man and a 150cm woman wear the same one-size item, the appearance changes completely. It creates an interesting shape on anyone who wears it.

—The fabric for the polo shirts also creates a beautiful drape when worn.

IijimaWe discuss 'What about the fabric?' with Mr. Tanaka every time (laughs).

—Noodle. promotional videoTakkyu Ishino has provided a new song for it.

TanakaWe're very grateful. Speaking of which, Takkyu mentioned he wants me to make him a suit sometime.

IijimaHaha. An error suit? (laughs)

TanakaWe want many people to find it interesting.

IijimaMany of my acquaintances came to the exhibition last year, and the error polo shirts sold very well. I really felt the power of items that are loved as classics. The ones with the large collars were especially popular among women. They're more comfortable and look better because the neckline isn't tight. Kaori Momoi even bought one. She lives in America and said she couldn't find good polo shirts, so she was very happy. We want to continue creating items that bring joy to adult women.

—We look forward to seeing what kind of premium errors you will create through Medicom Toy.

IijimaWe'll do our best.

TanakaFor sales information,Medicom Toy's official app, and for item details,Noodle.'s websitePlease check them out. We are also holding a pop-up store at Meetscal Store Aoyama in Minami-Aoyama, Tokyo, until September 30th. This is an opportunity to see the items introduced here in person, so we would be delighted if you could visit.

Noodle. POPUP STORE Information

"Noodle. POPUP STORE at MEETSCAL STORE Aoyama"In addition to new Premium error T-shirts and black versions of the Made in China T-shirts, limited edition Made in China iPhone cases will also be available.

Period: Friday, September 7, 2018 - Sunday, September 30, 2018 (Closed Thursdays)
Venue: Meetscal Store Aoyama (B1F, "BY PARCO", 5-2-15 Minami-Aoyama, Minato-ku, Tokyo)