The Worldview of STUDIOUS, Built on an Additive System

Masato TaniSo, Mr. Tanijiri, you mentioned the "personality of STUDIOUS." What specifically did you feel?


Makoto TanijiriWell, when a company grows, it's often just the top management that rushes ahead. But observing STUDIOUS from the outside, I see you often go for drinks with your staff.

TaniThat's right. About three times a week (laughs).



TanijiriI felt a sense of crisis that the more I pushed myself externally, the more I would drift apart from my staff. So, to keep pace with them and communicate my situation, I started "THINK."

TaniI feel the same way. I often call my staff to share what I felt during business meetings, or how excited and moved I was (laughs).

TanijiriMr. Tani, STUDIOUS has a clear vision. The desire to create a store that aggregates brands utilizing Tokyo's creativity is appealing precisely because it carries a certain risk. While we might be at a disadvantage with a subtractive approach (laughs), STUDIOUS builds its world with an additive system, so I strongly support it.

TaniAround the fifth year, when we renovated the Harajuku store, it felt like a turning point, and we realized our efforts were being recognized within the fashion industry.

The Layers of Material Desire, Experiential Desire, and Purchasing Desire

TaniWhat kind of clothes are you wearing these days, Mr. Tanijiri?

TanijiriOver the past couple of years, I've found myself buying more clothes. I always liked clothes and bought them, but now that I see more of them, I might have the highest purchasing desire right now (laughs).

TaniHas what you want in clothes changed?

TanijiriWhen I was younger, I bought purely based on design. But as I've bought more, I've come to understand the philosophy behind a designer's creations, which makes me feel more attached to the brand and like it more.

Now, I'm focusing more on "experiential desire" than "material desire." Material desire arises as an extension of experiential desire, and purchasing desire arises as an extension of material desire. I feel like these layers are starting to connect.

TaniI see. The layers of material desire, experiential desire, and purchasing desire.


TanijiriIt's finally becoming commonplace to understand that clothes are connected to lifestyle. How richly we live, encompassing everything from what we wear, eat, and where we live, has become incredibly important.
That's why, the more I think about architecture, the more I realize that seemingly unrelated things like fashion, music, and food have a positive impact on architecture, naturally increasing my interest.


TaniI feel the same way about "experience over things." Who makes what and how they make it is crucial. The reason we value buying is because we want to know who is making it; we never purchase clothes at STUDIOUS without meeting the designer.
Our current role as a select shop is to convey that sentiment to our customers. Looking at the brands that are selling well now, many are designers with whom we have a deep connection.

TanijiriIt's more about being a curator than a buyer. When curation is refined, it resonates with society. Because the background of the creation is understood, the clothing itself is conveyed. It won't be understood if it's only spoken of in terms of design.

The Desire to Support and Endorse a Brand

TaniWhat kind of stores do you like, Mr. Tanijiri?

TanijiriThe contrast is an important element. For example, when you enter a store with a certain level of formality and then experience friendly service, that contrast leads to a sense of comfort. The staff at STUDIOUS are pleasant even just with their greetings, and the sense of personal distance is just right.

TaniA store with a seemingly cool interior, but warm service. In a good way, I want to create a tsundere shop (laughs).

TanijiriIn such a store, I want to buy clothes in a way that I understand the feelings of the people who made them, almost like a patron.

TaniAh. I understand that very well.

TanijiriThe motivation of "I want to buy and wear this person's clothes" is also very important.

TaniIndeed. Just as everyone cheers for the Japan national soccer team, I want our customers to implicitly support the brand by purchasing its products. I want it to be that kind of patron shop.

TanijiriA tsundere patron shop! (laughs). Mr. Tani, you appear calm, but I think you're doing some pretty wild things, so I want to watch from the sidelines (laughs). Being with you has a sense of speed and gives me energy. I want to continue to be someone with whom we can exchange energy and to whom I can provide essence.

TaniI also expect essence from you, Mr. Tanijiri. Whether it's for fun or work, when I ask "What have you been up to lately?" I always get an answer that exceeds my expectations. I want to age like you do.

Masato Tani
CEO of STUDIOUS. Born October 1983 in Shizuoka Prefecture. Graduated from Chuo University Faculty of Commerce in 2006. Joined Daytona Inc. in April of the same year and launched the STUDIOUS business from scratch. After serving as General Manager of the STUDIOUS Business Division at Daytona Inc., he resigned in February 2009. He founded STUDIOUS in March of the same year through an MBO.