Customer Feedback Also Evolves the Brand

—We hear that Griffin's website is quite comprehensive. It seems to foster a deeper connection with end-users.

Previously, we held runway shows in Paris. My concern then was that communication would be limited to buyers and international press. So, we shifted to an installation format, which I believe has allowed us to connect more with consumers. As for the website, I don't see any negative aspects. I think the importance of online shopping lies less in its role as 'retail' and more in its proximity to the consumer.

On the website, we currently feature movies. When you visit a shop, you decide whether to buy based solely on the clothing, but online, you can go beyond language barriers to appreciate the material development and the story behind the garments. I believe it broadens our reach.

Personally, I utilize social networking services like Facebook and Twitter. I also maintain a blog. Since I design bicycles, I offer a chance to win one to those who sign up for updates about them! The scope of communication has certainly expanded. Oh, and the bicycle giveaway was featured on an American fashion site, leading to an incredible surge in daily hits.



Before the internet became widespread, a challenge was how to 'compete' with mega-brands possessing large advertising budgets. It's a positive development that the internet's ubiquity now allows us to contend with such brands on equal footing.

—This season's collection prominently features 'reissues' from the archives. What was the intention behind this?

It was a response to feedback on our website. We've had numerous requests from customers, who have been buying Griffin for over a decade, asking, 'Are you no longer making that design?' While I believe moving forward is important, after being in this business for so long, it's also interesting to look back and revisit past creations.

Aren't domestic brands currently strong in the Japanese market? In that context, we also want people to remember the strengths of our brand, such as our high-quality Italian production.




The 'story' behind the clothing is crucial. With consumers becoming more discerning, price is also an important factor. However, isn't it essential to offer well-balanced products that reflect their value? Consumers are not fools. They don't want imitations; they desire products with authentic stories.

—Specifically, which items have been reissued?

For instance, the Arch Back Trousers were first introduced to Japan by Griffin over ten years ago, and I'm confident they remain superb even today. At the time, my passion for mountaineering inspired this design. For this iteration, however, we've used corduroy, a material often seen during walks in the UK.

But it's not traditional cotton corduroy. By bonding Italian-made nylon to the reverse, we've achieved a dual-color effect. The factory producing these is highly reputable, handling many haute couture brands, yet here we are, creating casual wear with a street sensibility. I always aim to blend 'extremes,' so this item truly represents that stance.



When we first released them ten years ago, numerous copies appeared, leading us to discontinue production. Now that those copies are no longer prevalent, we've decided to reintroduce them to the collection. We feature images of these pants being worn on our website, so I encourage you to take a look.

The USMC pants are also popular and have been brought back this season. Their silhouette is exceptional. The design was inspired by US Navy overalls, hence the deep rise.

While domestic brands are highly popular in Japan, one could argue this is because many offer similar products. In this landscape, rather than following trends, I want to strongly assert my own style and present pieces unearthed from my archives as my definitive look.