SECOND LAB. | Collection Inspired by a Fictional Souvenir Shop in an American Town
FASHION / MEN
February 6, 2015

SECOND LAB. | Collection Inspired by a Fictional Souvenir Shop in an American Town


TOKYO Men's Brands Feature | SECOND LAB.
“SECOND LAB.” 2015 Spring/Summer Collection


Inspired by a Fictional Souvenir Shop in American Cities


SECOND LAB., a Japan-made lifestyle brand, has gained popularity for its items inspired by fictional souvenir shops found in American cities. For the 2015 Spring/Summer collection, in addition to the signature "NEW YORK CITY" rug mats, they are newly introducing chair mats adorned with smiles and alphabets. Designer Kazuyuki Okada states, "This season, the kitchen series features unique items such as aprons printed with 'NEW YORK CITY' and pot holders created in collaboration with the boxing brand EVERLAST™. We are also offering a variety of other goods to brighten daily life, including cushions and clocks."

Text by KAJII Makoto (OPENERS)






Brand's First Lookbook Produced


──What is the theme/concept for this season's Spring/Summer collection?

We don't have a specific theme each season. Instead, we strongly focus on the brand concept: 'products inspired by a fictional souvenir shop in American cities.' Since a fictional souvenir shop is at the core, we aim to create items that people would want to buy for others, and to make the shopping experience enjoyable for those who pick them up.

──What were the key points you focused on for this season's look shoot, and what should people pay attention to?

We produced our first-ever lookbook for the brand. We aimed to ensure that SECOND LAB. products would blend seamlessly into everyday life, whether in the living room, kitchen, or bathroom. We hope that customers, upon seeing the lookbook, can imagine the experience of gifting these items or using them themselves.

──What are the differences from last year's Spring/Summer collection in terms of styling, silhouette, and color?

Last year, rug mats and cushions accounted for more than half of our offerings. This season, we've expanded our categories to include Imabari towels, aprons, and pot holders, broadening the scope for coordination.



SECOND LAB. | 2015 Spring/Summer Collection

SECOND LAB. | 2015 Spring/Summer Collection



Alphabet Chair Rugs Perfect for Gifting



──What is the key look (coordination) for this season?

It's the photograph taken in the kitchen setting. The kitchen mat, which we continue to offer, is laid out, and the newly added apron and pot holders are hanging on the refrigerator hooks. I think we captured a scene of everyday life.

──What are the key items and key colors this season?

The alphabet chair rugs. We chose 11 popular letters associated with Japanese names: A, E, H, J, K, M, N, R, S, T, Y (M can be rotated 180 degrees to become W). We created them with the idea of various stories, such as placing initials for the entire family on chairs in the living room, or gifting them to friends for use in the office.

──What "materials" did you focus on this season?

Our traditional rug mats were primarily single-colored. This season, however, we have some made using mixed yarns. The base, blended with three colors of yarn, has a unique appearance that a single color cannot achieve. In the future, we are also considering developing 100% cotton bath mats with improved absorbency.



SECOND LAB. | 2015 Spring/Summer Collection

SECOND LAB. | 2015 Spring/Summer Collection


──Please tell us about the items, silhouettes, or materials that define "SECOND LAB."

Rug mats made in Japan.

──What supports the brand's creativity?

We value the perspective of the end-users and incorporate American culture into ordinary daily life.


＜Main Retailers＞

Sazaby League, BEAMS, Onward Kashiyama, World, Journal Standard, Daytona International, Mitsukoshi Isetan, Sannae International, Baycrews, SHIPS


ELIGHT
Tel. 03-6427-7744

http://secondlab.us/