An Extension of My Own Collection, MIHARAYASUHIRO

PUMA, originally a sneaker brand, used to categorize products by sport, such as tennis, football, and basketball. However, they proposed a theme called "URBAN MOBILITY," focusing on what's necessary for daily life. I resonated with this new category and concept of "urban mobility."

My own collection, "MIHARAYASUHIRO," for Spring/Summer 2008 was themed around sports. This collaboration allows me to borrow PUMA's accumulated expertise in sports functionality and techniques to create townwear, making it an extension of my own collection.

Sneakers Are an Essential Part of Me

Actually, "PUMA by MIHARAYASUHIRO" is something distinct even for me. I started as a designer of leather shoes and a last maker, with a deep love for classic styles. But I've also worn sneakers since childhood, so they represent an essential part of my core being.

With "PUMA by MIHARAYASUHIRO," I feel like I'm expressing a different facet of myself, even though I'm the one designing it. Overseas press often ask if "MIHARAYASUHIRO" and "PUMA by MIHARAYASUHIRO" are by the same designer, remarking on how different they appear. In a way, by doing "PUMA by MIHARAYASUHIRO," I feel a sense of balance within myself; it's like exploring another personality.

The Software "dress": An Ironic Blend of Real and Virtual

"dress," a PlayStation 3 software, is a novel interactive fashion magazine where users can freely select and style fashion items from participating brands, then make them walk or dance. It features scenes like breakdancing while wearing "PUMA by MIHARAYASUHIRO" outfits. Beyond simply changing clothes, users can even design T-shirts and order them online. The software suggests that as technology advances, personalized couture orders might become possible.

The person who conceived "dress" is around my age, and our shared cultural experiences are all mixed together, creating a chaotic world that's hard to define in a single word, which I find quite comfortable (laughs). While it sparks a sense of possibility in a good way, it also represents a shift from the era when fashion was revered like a religion from the West. Here, it's become more radical, allowing us to enjoy fashion as a form of play. I feel this virtual, indescribable fun is akin to 'playing pretend.' There's a radicalness and a comicality to it, balanced by a cynical sensibility. The interplay between real and virtual feels ironic, and because the creators of this software are so serious about it, the game-like experience it offers is a genuine form of 'playing pretend' on a psychological level.

Isetan resonated with this concept, leading to the creation of a completely new, limited-time shop that reverses the idea, bringing the virtual world of "dress" into a tangible, real-world space.

Image of The Stage, Isetan Shinjuku Main Building 1F

This is My First Department Store Event, and I'm Looking Forward to It

At this "PUMA by MIHARAYASUHIRO at ISETAN" event, we will be pre-releasing the "PUMA by MIHARAYASUHIRO" apparel collection, which launches this Spring/Summer, along with the Isetan-exclusive "ONLY-I" apparel line and one type of sneaker releasing in April. The apparel collection includes graphic dot-pattern track jackets and shorts, striped and checkered shirts, mesh rider's jackets, and T-shirts. The sneaker is the "MY-40," PUMA's 40th design. PUMA and I have great chemistry. The theme this time is "HOTTER." This model features a cup sole that appears melted by heat and the use of mesh.

At The Stage venue, you can actually play "dress." I believe that once you experience it, you'll want to see the actual clothes. I'm looking forward to this, including these experimental aspects.