STUDIOUS | Masato Tani x Daisuke Obana of N.HOOLYWOOD: A Conversation (Part 1)
STUDIOUS
Masato Tani, CEO of STUDIOUS × Daisuke Obana of N.HOOLYWOOD (Part 1)
The New Challenge of "STUDIOUS Jinnan"
Starting with only six brands in Harajuku, "STUDIOUS" has grown into a select shop handling over 150 domestic brands for men and women. In its sixth year, President Masato Tani's "culmination of the founding period," the first high-end men's shop "STUDIOUS Jinnan," opened on February 28th in the Shibuya-Jinnan area.
The opening installation by "N.HOOLYWOOD COMPILE," which STUDIOUS is handling for the first time, generated significant buzz. This time, we present a conversation with Daisuke Obana, the designer of N.HOOLYWOOD, at the Jinnan store.
Text by Makoto KAJII (OPENERS)Photographs by Simpei SUZUKI
A Tea Room to Freely Try on Clothes and Relax
Masato TaniMr. Obana, you've visited the Jinnan store three times now, including before the opening. What are your honest impressions?
Daisuke ObanaThere's no visual presentation other than the clothes themselves – just mirrors, walls, glass, the clothes, and the tea room. Today's select shops carry many lifestyle goods besides clothing, but STUDIOUS has boldly cut away from that. I think your approach, Mr. Tani, runs counter to the thinking of our generation, and that's the reason for STUDIOUS's rapid growth. I was quite struck when I first came to the Jinnan store. How do you feel about it, Mr. Tani?
TaniAround 1,000 guests attended the opening reception, which showed us the high level of anticipation. You mentioned, Mr. Obana, that it seems like we're doing something new while going against the times. STUDIOUS is a store that appeals to true fashionistas who love buying clothes they desire with their own hard-earned money. I consider this store the culmination of my efforts so far, and I want it to be a model for our expansion overseas.
ObanaWhat was the concept behind the tea room?
TaniFor this store, the culmination of our founding period, we wanted something that would also appeal to international customers, so we asked architect Makoto Tanijiri to design it.
This tea room is actually a fitting room. We wanted it to be a place where customers could freely try on clothes and relax. The Jinnan store has four tea rooms in total, and this one on the second floor is the largest. I could feel the customers' excitement, like they were stepping onto a stage, when they were trying on clothes. That's when I felt we had succeeded.
ObanaIf it's a stepping stone towards a global presence, it's an interesting initiative.
TaniWith the Jinnan store, we're handling N.HOOLYWOOD's "N.HOOLYWOOD COMPILE" for the first time. Here, we wanted to express the appeal of TOKYO brands with their innovative creations, backed by high sewing techniques and meticulous craftsmanship, combined with a hybrid space that blends tradition, like the tea room, with Japan.
"N.HOOLYWOOD COMPILE" Evolved Over 15 Years
ObanaMy staff first heard about you, Mr. Tani, from younger employees saying, "There's an interesting guy." My first impression was of eyes that seemed to challenge like a fighter's, and I thought, "I mustn't let that fire die." STUDIOUS has a "bold selection" that today's youth might not have seen before, and it feels incredibly fresh.
TaniThank you. I've been following your brand's movements for a long time, Mr. Obana, checking media reports and attending your shows. Your clothes are what I personally own the most of. I've visited your showrooms for the past few years, and seeing the clothes, I thought, "This is it."
ObanaWhat did you feel?
TaniAs your career shows, Mr. Obana, it's clear that you deeply consider your customers. Some collection designers jokingly say, "I don't know who wears my clothes," but I can't believe that. When I look at your clothes, I can see that you have a wide range of choices while always thinking about the customer.
"N.HOOLYWOOD COMPILE" is based on American casual wear. At first glance, it's simple, but I feel that the patterns and construction are very well thought out. It's an evolved form that strips away extraneous elements. I'm also drawn to the colors and materials that seem to exist but were never quite there before.
ObanaN.HOOLYWOOD COMPILE evolved over the 15 years since N.HOOLYWOOD began. While the bi-annual collections passionately pursue a theme, there are also things I want to create regardless of the theme. Initially, we separated categories and created "dress line" items, casual wear based on suits, which became N.HOOLYWOOD COMPILE. However, it's definitely not a diffusion or a second line.
Masato Tani of STUDIOUS × Daisuke Obana of N.HOOLYWOOD Dialogue (Part 2)to be continued
STUDIOUS Jinnan Store
1-5-19 Jinnan, Shibuya-ku, Tokyo
Tel. 03-6277-5582
Opening Hours | 12:00 - 20:00
Brands
N.HOOLYWOOD, White Mountaineering, ATTACHMENT, KAZUYUKI KUMAGAI, ato, soe, Scye, 08sircus, MofM(manofmoods)
MIHARAYASUHIRO, foot the coacher, Y-3, ORPHIC, JAM HOME MADE, ED ROBERT JUDSON, GARNI and more..
N.HOOLYWOOD
Available on the 2nd Floor of "STUDIOUS Jinnan"
Spring/Summer 2014 "N.HOOLYWOOD COMPILE"
N.HOOLYWOOD consists of three lines: the collection line that unfolds according to the season's theme, the COMPILE line offering a wide range of standard items including formal suits, coats, and shoes, and the UNDERWEAR line focusing on cutsews and hoodies. This page introduces the COMPILE line, which STUDIOUS is now newly handling.
Text by Makoto KAJII (OPENERS)
Expressing Culture Born from the Poolside
Daisuke Obana, who loves vintage clothing, comes from a background in vintage shops. His designs reflect his extensive fashion knowledge, and the meticulous details characteristic of collection brands shine through.
The theme for this season's "N.HOOLYWOOD COMPILE" is "poolside." The collection features patterns inspired by retro Hawaiian shirts from the 1920s and textiles in vibrant colors.
N.HOOLYWOOD
http://n-hoolywood.tumblr.com/