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"If you give thousands of dollars to a Japanese young man, he will never buy those products with huge brands, but will choose those who do not have Logo."

Motoma Masaaki, designer of the street luxury, said Mastermind Japan37 designer.

"They are very calm when they evaluate commodities."

The so-called "street luxury" is the new style of combining street fashion with traditional Japanese dress technology.

"Young artists will not be shaken by popular trends in mainstream media," Motoma Masaaki said. "They are very calm when evaluating commodities."

In fact, Motoma Masaaki is not only one of the outstanding Japanese designers, but also one of the consumers who think design is greater than brand.

"Some people like Logo of famous brand goods," said Jason Lee Kauz, sales director of H3O, a Japanese fashion relations company. "But now people are beginning to realize that luxury and status do not always need flashy brand names."

In order to attract new generation of young people, local brands such as Heddie Lovu jeans and KenjiIkeda bags have begun to learn European brands such as Bottega Veneta and hide Logo.

"So I decided to improve the quality and make high quality clothes."

Motoma Masaaki founded Mastermind Japan in 1997. The brand name is skull, which has become a popular symbol of Tokyo street.

Motoma Masaaki also developed some unusual materials, such as laser printed leather and waterproof silk.

Although Motoma Masaaki's work has gained market in Paris and has 55 stores in China and abroad, he still feels that spreading his ideas is not easy.

When the Mastermind Japan was first established, local consumers and media ignored him.

In 2001, Motoma Masaaki held the first exhibition in Paris, which has been appreciated by many overseas people, but orders are still very few.

"At the time of Uniqlo, people wanted to know how to make the costumes of Uniqlo8 dollars look cooler," recalls this chapter, "so I decided to improve the quality and make high quality clothes."

In 2002, a Losangeles company ordered 20 items of clothing to Motoma Masaaki, including 1 head made hand-made cardigan priced at $2000.

Since then, celebrities such as Tom Curise and Justinn Timberlake have begun to favor Mastermind Japan, and Motoma Masaaki's clothing sales have been opened.

"I want to have a nice pair of jeans that will wear me for decades."

"When people think that buying cheap, quality clothes is good, I will be on the side of opposition."

Motoma Masaaki said that Japan's technology market continued to slump, many production equipment was pferred to overseas, a large number of workshops were filled with foreigners, in order to earn their cheap labor force.

"But they will eventually go home," Motoma Masaaki said. "Then we will no longer be able to make good clothes, because only large workshops can survive.

Good technology garments will be squeezed out of the market. "

Like Motoma Masaaki, Ikemoto Sachiyo, designer of Heddie Lovu33, is also very keen on Japanese craft works.

"I want to have a nice pair of jeans that will wear me for decades."

She said, "like Herm's s Birkin bag.

But I can't buy such pants and have to do it myself. "

In order to innovate the method of making jeans, Ikemoto Sachiyo lived in Okayama for a year in Japan's "hometown of jeans" and worked with local handicraftsmen to study how to improve jeans.

Nowadays, Heddie Lovu jeans have become one of the most popular jeans brands in Tokyo.

"Trademark is now a very personal thing."

"For me, trademarks are very personal.

It doesn't matter if Logo is there. "

Ikeda Kenji, a 33 year old handbag designer, said.

Ikeda Kenji worked in Givenchy, and now he founded his own Logo brand.

In 2003, when Ikeda Kenji's brand had just put on the market, he hired two full-time handicraftsmen.

"If I use high-quality staff to make high quality clothing, the result will be satisfying."

He recalls.

In 2006, Ikeda Kenji's handbag sales increased by 170%.

"People are constantly learning and the market is getting more and more mature," Ueda Fujiko, designer of Coffy, said. "Only luxury goods without quality will not be accepted anywhere. Their life is short."

And Motoma Masaaki said he trusted everyone involved in the Mastermind Japan clothing manufacturing process, from textile workers to pattern designers.

"Their continuous improvement in technology and know-how is the driving force behind my design.

Japan still has many good manufacturing processes that make the world admire.

What I want to do is to integrate these processes into my clothes and push the pure "made in Japan" to the world.