YUGE | Designer Sho Yuge Interview (Part 2)

YUGE

Proposing creations unlike Tokyo brands

“YUGE” Designer Takumi Yuge Interview (Part 2)

What does Yuge, who says "Fashion is one of them within culture," aim for next? As we explore Yuge's positioning within Tokyo brands, his confidence in his creative process becomes apparent.

Interview and text by Chika TsushimaPhotos by Emiko Hara

I want to make a Coca-Cola commercial

— Do you feel satisfied each season when the collection is complete?

I lose interest completely once it's done (laughs), and I start thinking about the next season midway through the exhibition.

— Some designers view their clothing as their children.

I don't have that feeling at all. Like many creators, I'm never satisfied and always have new ideas, so my mind naturally moves on. Also, I really want to shoot a commercial right now, for Coca-Cola.

— A Coca-Cola commercial!?

There was a series called “I feel coke” that aired around 1987. It featured Japanese people dressed in everyday attire, like office workers and businessmen, refreshingly drinking Coke, and it was wonderful. It really captured the essence of Coke.

Many current commercials come with explanations, making them feel safe to buy. But the older ones leave room for the viewer's imagination. They had a powerful slogan that conveyed a strong image, even if you had to think about it. I admire that 80s way of communication.

— That's different from the commercials airing now.

There's a discussion happening with a select shop and Coca-Cola about doing something together. I'm thinking of skipping ahead and pitching, "I want to make a commercial" (laughs). I want to create something where the YUGE fashion show is viewable online as a commercial, and the clothes worn in the show can be purchased in stores. Maybe I should draft a proposal (laughs).

— That would be interesting if you could pull it off.

Fashion is just one tool. Clothing isn't everything to me.

“YUGE” doesn't fit the mold of typical Tokyo brands

— A question I ask all designers of your generation: How do you feel about the work of Rei Kawakubo and Yohji Yamamoto?

They're the ones who made Japanese brands known worldwide, and I like how Comme des Garçons is combined with vintage clothing, so I wore a lot of Comme des Garçons. I think they've influenced me. The concept behind YUGE's styling is a mix of dressy and casual. There's always an element of unexpectedness, yet it feels appropriate for any occasion.I think that's possible because of Comme des Garçons. The 90s were all about mixed culture.

— What direction will YUGE take in the future?

Currently, we're mainly focused on wholesale to select shops, so I need to create things that catch the buyer's eye. However, since I started YUGE, I've always wanted to develop a line of products that emphasize basics. I'm gaining confidence in what I'm doing now, but prints can go in and out of style. I want to create pieces that can be worn daily and last for a long time. I believe incorporating the essence of the times, in the right proportions and manner, is all about a sense of balance. If I can manage that, I'm confident my creations won't waver.

— For that, a standalone shop would be ideal. Is opening a store a short-term goal?

A store, and a musical (laughs). I want to create entertaining spectacles where people sing and dance fashionably.

— Lastly, will you continue to create clothing?

I wonder. Lately, I've been enjoying graphic design. I'd also like to create advertising posters; paper design is fun too (laughs).

— Thank you.

“YUGE” Designer Takumi Yuge Interview (Part 1) here

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