What are the characteristics of this season's collection (Spring/Summer 2009)?

This season, we've adopted the theme "light, light, light."

Since around August-September last year (2008), the global situation has felt rather gloomy, so I wanted to avoid dark imagery as much as possible, mentally speaking.

I believe that clothing can also contribute to emotional well-being and richness of spirit. With that in mind, I designed these clothes to be lightweight (light), in bright colors (light), and with a light, airy feel (light), hoping they would lift people's spirits.
That's why we're offering items in nylon and linen. For the linen, we've applied a bio-wash to further reduce its weight, creating a fluid drape that enhances its lightness and softness.



Regarding the nylon, many of the items feature vibrant colors, don't they? Using shiny silver and blue materials.

That's right.
While bright jersey might be difficult to wear, I felt that brighter colors are acceptable for outerwear, so I chose them accordingly.

The reason I offered a wide range of colors for the boxer briefs when we launched the brand was also due to a strong awareness of how color affects the psyche. It's based on the psychological concept that 'wearing bright colors makes you feel brighter.' I wanted to incorporate that into our wear, which led to the expansion of our color palette.

Incidentally, the coats made from shiny nylon material are water-repellent. I designed them with the image of a bright raincoat that you could wear even in the light rain that sometimes falls in early spring.

Compared to the early days, the collection has become quite colorful. I imagine the designs have also expanded.
Did you have any reservations about increasing the number of designs?

I had significant reservations. Honestly, I still do.
In my mind, sticking to jersey and underwear is what truly represents our brand.

Even the staple items undergo minor changes, don't they?

Rather than superficial, major changes, we continuously refine our products each season to make them deeper and more comfortable. However, I also want to introduce new variations of our staple items. Items that won't become obsolete after two or three years, but will be cherished forever. I still wear the jersey from our very first season at home, and I was reminded of how well I made it, considering its comfort, durability, and timeless design.

It's important that items don't feel dated, like 'this is from last season,' isn't it?

I believe that's the strength of "Brown Bunny." Of course, we also have a desire to see customer reactions when we introduce new items each season. However, even as we expand our product line, we maintain a steadfast brand concept. Within that framework, I believe our items are fundamentally seasonless and borderless.

As is happening now, I believe sports and fashion will continue to become more closely intertwined in the future. Ease of movement and comfort will become increasingly important elements. I strongly feel that in the fashion world, haute couture is moving closer to sportswear, and conversely, sportswear is approaching haute couture.

We aim to operate in the space somewhere in between.

These will be made from 'Giza 45,' a rare variety of Egyptian cotton and one of the world's finest cottons. I thought it would be a premium material that truly represents our brand.

There are other excellent cottons like 'Supima' and 'Sujin,' but Giza 45 has a certain elegance in its luster. I thought that a connection to the luster of synthetic fibers would make it easier for users to accept. The reaction from retailers has also been very positive, and I'm glad we pursued it.

That should broaden the age range of your customers, shouldn't it?

Since it's underwear, I believe it's essential for it to be accepted by a wider audience, worn by many, and loved by all. Starting from Fall/Winter 2009, we plan to introduce cotton-based underwear as well. Our production system and customer network have finally expanded, creating the right environment for acceptance.

But a friend who bought Brown Bunny underwear three years ago told me, 'I think I'll buy a new one soon,' and I thought, 'It lasted three years?!' (laughs).

Of course, durability is important, but I want to continue creating items that are timeless and can be cherished for a long time. When customers repurchase, I want them to feel, 'Oh, this is even better than the last one.' To achieve that, we need to delve deeper into each individual item.

Whether it's jersey or underwear, I believe we're still in the development stage. We need to deepen our approach further, and while it won't happen overnight, I hope that we, along with our products, can continue to evolve based on customer feedback.

Is that also part of your future outlook?

Yes, it is.
I resonate with the philosophy behind the "iPhone." That is, whether you bought it early on or recently, the hardware is all the same.

For example, with conventional mobile phones, if the software is updated six months after release, the updated software is pre-installed, right? But with the "iPhone," it seems to be different.

No matter when you buy it, the initial software is version 1.0. By installing the latest update, it becomes the newest version. Even though the hardware remains unchanged, the concept that it becomes a new product through software updates is something I can relate to.

Brown Bunny is similar. While the appearance may seem the same, we are gradually altering the sizing, materials, fabric composition, and colors. Through these updates, we aim to continuously enhance comfort and ensure our products remain relevant to the times, deepening their evolution.