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February 23, 2015
Why it Continues to Be Loved by Professionals: Kazuhisa Hata, Editor-in-Chief of 'Begin' | LACOSTE
LACOSTE
Episode 3: I love Lacoste
Why It Continues to Be Loved by Professionals: Kazuhisa Hata, Editor-in-Chief of 'Begin'
Since the 1970s, when men's fashion magazines began to exert a significant influence on youth culture, Lacoste's polo shirt has arguably never strayed from its status as a quintessential staple. Beyond its product perfection and sportswear functionality, the 'L1212' has achieved timeless design appeal. Why does Lacoste remain enduring? We spoke with Kazuhisa Hata, editor-in-chief of 'Begin,' a leading monthly magazine in the fields of product and fashion.
Text by KASE Tomoshige (OPENERS)Interview photographs by OZAKI MakotoStill photographs by LACOSTE
“I believe it's the pinnacle you can buy for 10,000 yen.”
—Is the 'L1212' also popular as a magazine feature?
“It always ranks high in features like our 'Masterpiece Ranking.' Of course, it's a feature we do perhaps only at our magazine... I think the sense of visual comfort plays a part, but the reason for its ranking is probably the overwhelming quality for the price. For example, if you want to buy the best shoes, you're looking at 100,000 or 200,000 yen, right? But the best polo shirt costs less than 10,000 yen.—So, this (the 'L1212') is the best, in my opinion.”
—Specifically, what makes it superior?
“What sets it apart from other polo shirts is that it doesn't fade or lose its shape. The quality in these aspects is superb, allowing the polo shirt's 'face' to be maintained for a long time. Furthermore, items that bridge the gap between formal and casual wear are highly valued these days. Brands that create such products tend to be loved. For instance, Alden, or Whitehouse Cox... In other words, it's something you can wear for work and also fits perfectly into casual outfits. In that sense, it's a reliable presence, I think.”
—And yet, it doesn't look dated.
“The basic design hasn't changed, but it subtly evolves and adapts, and their commitment to quality is truly remarkable. They never rest. Both the fabric and the stitching are constantly improving. They strive to advance even by a millimeter.”—It's basic, but not classic. It remains a new basic in every era. I believe it's the pinnacle you can buy for 10,000 yen.”
—Does its dyeing process truly set it apart from other polo shirts?
“Especially with dark colors like black and navy, which tend to fade or become sun-bleached, this is almost non-existent. You can wear them looking pristine for a long time.”
—Lacoste and its products have been featured in 'Begin' many times, haven't they?
“Yes, many, many times. From the materials to the stitching thread, I'm always impressed by the meticulous craftsmanship. And just when I think we've covered everything, new episodes and stories always emerge. It's a brand that you can talk about endlessly.”
LACOSTE
Episode 3: I love Lacoste
Why It Continues to Be Loved by Professionals: Kazuhisa Hata, Editor-in-Chief of 'Begin'
“Many of our editorial staff 'own a crocodile.'”
—Could you tell us about your personal 'L1212' items?
“This one (red) I bought secondhand, probably from the 1980s. This one (purple) I think is from the 90s. The vibrancy of the colors in both eras is outstanding. Incidentally, the first Lacoste I ever bought was this one (the white 'L1212' I'm wearing). I actually wore this polo shirt to my entrance exam for Sekai Bunka Publishing. Everyone else was in suits, though (laughs).”
—You must have stood out quite a bit.
“I figured I wouldn't get in anyway, so it was a bit of a gamble (laughs). I wore a French Lacoste, Barry Bricken chinos, and Walkover shoes. It's quite a modern look now, isn't it? (laughs).”
—Where did you buy them back then?
“I used to buy them at 'Tamami' in Ueno (a select shop for imported casual wear). They had a full range of colors. The captions on the displays were also extensive and fun (laughs).”
—Are there many Lacoste fans in the 'Begin' editorial department as well?
“Indeed, there are many editorial staff who 'own a crocodile' (laughs). There's one guy who's particularly fond of them. It's hard to explain... but a really comfortable chair doesn't make you consciously aware of its comfort. A chair that makes you think, 'Ah, this is comfortable,' can actually be tiring. In that sense, Lacoste polo shirts are like something you'd unconsciously reach for when you wake up in the morning; they're clothes you don't feel pressured to wear. That's the kind of garment they are.”
—Are there any items other than polo shirts you'd like to see from Lacoste?
“Personally, I'd love to see the best V-neck sweaters that pair well with the 'L1212,' or jackets that perfectly complement the 'PH051E'... In a way, I'd like to see product development that uses the polo shirt as a hub. Since they've put so much effort into this polo shirt, I'd love for them to create the perfect accompanying garments.”
—Do you have any styling suggestions?
“It's not so much a suggestion—but the other day, someone was wearing a white polo shirt over a thermal shirt with about five-length sleeves. It looked incredibly cool. I think that kind of mature styling might bring out a new charm in polo shirts.”
—Thank you very much.
Kazuhisa HATA
Born in Chiba Prefecture in 1971. Graduated from Seijo University. Joined Sekai Bunka Publishing in 1995, working in the editorial departments of 'Car Ex',
'Begin,' and 'MEN'S EX' before becoming Editor-in-Chief of 'Begin' in 2009, a position he holds to this day. http://www.e-begin.jp/
Responding to Cool Biz with the New 'Biz Polo'
Lacoste's new staple, the 'Biz Polo Series,' welcomes its new summer collection. A lineup of functional models featuring wrinkle-resistant materials and anti-see-through processing is now available. Let's take a look at the 'Biz Polo,' which has evolved to be more comfortable and stylish.
Ice Cotton Polo
This uses a fabric called 'SPOERRY ICE COTTON' from the Swiss company Spooerry. The 'contact cooling' function, previously achievable only with synthetic fibers or post-processing, is realized here through carefully selected extra-long staple cotton and special spinning technology.
Stripe Button-Down
Renewed with a design closer to a woven shirt, including a rounded hem and split yoke. Treated with 'Apollo Cotton,' a process that makes it wrinkle-resistant, this shirt is perfect for Cool Biz.
Coolmax Polo
This Biz Polo uses a jacquard material woven with alternating threads of 'Coolmax,' a special fiber that wicks moisture and dries quickly through capillary action, and cotton. It promises a dry and comfortable fit.
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