Box Logo Captures Street Trends Early On

──The latest item is a tote bag with black as the base color, isn't it?

Keiko Toda (hereafter, Toda)Yes. We wanted to create something that reflects the brand's return to its origins and marks our seventh anniversary. We've designed bags before, but this time, we've made a more casual tote bag.

The shape and size are exactly as I imagined. This design can be used by anyone, regardless of gender.

──Unlike your usual muted color palette, the color contrast is quite distinct.

Go Ueki (hereafter, Ueki)That's right. We even experimented with a box logo, and incorporated design elements into the lettering itself.

──You mean expressions like the inverted dollar sign and the peace sign?

UekiWe focused on incorporating trendy designs while keeping it simple. Box logos are currently a major trend in street fashion.

──The striped strap also adds a nice touch.


TodaThank you. After considering various options, we decided on this two-color combination.

It looks great with a dress, and it also works with a casual outfit like I'm wearing today. We designed it with a rock-inspired taste for adults.

Flashy rock might be inappropriate for our age, but we want people to maintain a sharp spirit. We want individuals in their 40s, 50s, and 60s to be able to subtly incorporate rock elements into their style.

UekiWe're conscious of allowing adults to enjoy youthful styles. We incorporate current trends without alienating them, and in a way that isn't ostentatious.

TodaInstead of pushing trends aggressively, we incorporate them selectively. We aim for a sophisticated approach.

I'm approaching 60, and he's in his late 30s. We create and wear these items ourselves, and we'd be grateful if people could accept that.



UekiYou're very skilled at incorporating things you loved from the past while creating new standards, Keiko-san. You manage to blend them seamlessly.

TodaHmm, it's true that I sometimes feel shocked during costume fittings for dramas (laughs). But I suppose that's normal. People my age probably wouldn't wear a knit cap with a T-shirt.

However, perhaps they just don't see those items around them. I think it's wonderful to feel inspired to try dressing a bit more like younger people. That's why I focus on creating items that people my age can use and wear stylishly.







──Looking back at the past seven years, what are your thoughts now?

UekiI've been in charge of design, but looking back, I see that the points Keiko-san has focused on haven't wavered at all. I can still confidently stand behind them.

──The designs haven't aged either. They feel timeless.

TodaEach of us has our own work, and we've taken our time, put in the effort, and carefully selected the fabrics and materials. We've created everything with that approach, so I have affection for every item.

UekiWe create the entire garment from scratch, including the body. We don't use existing fabrics or shapes.

TodaEven for the T-shirts, we change the material to match the concept. I personally love fashion, so I want to pay attention to the feel of the fabric. On the other hand, we also focus on keeping the price point accessible. So, we've worked with our suppliers to make that happen within our budget.


UekiYour pricing is surprisingly affordable, Keiko-san (laughs). You use good fabrics, put effort into embroidery and studs, and yet you sell them at this price? (laughs)

TodaIt's easy to make good products with a high budget. But if we want people to use them daily, we need to keep the prices down. So, we've negotiated with our suppliers to the maximum extent possible to make it work.

UekiFurthermore, your intention to support children with Down syndrome through this brand has resonated with people.

TodaThat's right. Through this brand, we support children with Down syndrome. Of course, we could use our personal funds, but we felt it would be better if we could generate income from the items we create through our own hard work and then use that to provide support.

──How do you two create the items together?

UekiKeiko-san comes up with the initial idea. Then, I suggest what kind of body would work for that concept. Our roles are divided: I shape Keiko-san's ideas into form.

TodaI'm the planner, but we discuss until the final direction is decided. We consider what we would do, but also what might be a softer expression for our users. When we have time, we also do market research. Well, we often end up buying our own products (laughs).


──How did you two first meet?

TodaWe were in a play together, and when I first saw the dance they were performing in the rehearsal space, I was absolutely stunned. We do dance in musicals too, but their movements were acrobatic and completely different. I was truly amazed.

But since it was a large cast production, there wasn't really an opportunity to talk.

──And somehow, you've become such close friends.

TodaWe had a chance to have a meal together between the Tokyo and Osaka performances, and I believe we went to a restaurant known by Go-kun's acquaintances during a day off in Osaka.

UekiThat's right. And that's when we started talking a lot.

TodaI asked him all the questions I had accumulated in my mind, like 'What is breakdancing?' and 'What is street dance?'

I also learned that Go-kun had studied design in school. So, for my 50th birthday event, I had something I wanted to create, and I asked him if he could handle the design. That's how it started.

──So that was the beginning of BG Brand?


TodaWe plan to continue for at least 10 years. But seven years have already passed in the blink of an eye. I believe we can still reach our initial goal in the remaining three years.

UekiBecause we're truly doing this just the two of us, there's no wavering. We can pursue only what we find cool.

──That's why you can maintain your core identity.

TodaI'll say things like, 'Try swapping this part here and this part there!' even at the last minute (laughs). I'm truly sorry about that.

UekiI also present quite a few patterns. That might sometimes cause Keiko-san to hesitate, but...

──So you're both actively involved in the hands-on creation?

TodaYes! Even when attaching a star motif, I make a paper pattern, and then I actually pin it to see the exact placement. We start from that kind of process.

UekiWhen we go for a meeting, a pattern is already prepared. Keiko-san tries it on herself and says things like, 'This way, no, that way' (laughs).

──It's quite analog, isn't it? (laughs)

TodaYes, I'm really very analog.