UNIQLO'S UT Has Made Bold Innovations.

< p > in the Japanese TV trolley man, Yamada Takashi, the actor, asked how to dress up on the social network. Someone replied, "< a href=" http://www.91se91.com/news/index_f.asp > UNIQLO < /a > definitely not! "< /p >

< p > recently, you will find that the Japanese fast fashion brand, which is famous for its low price and real wear, is trying to make itself "go".

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< p > May 5, 2014, communication application LINE and UNIQLO UT (UNIQLO T-Shirt) were launched in China.

LINE's classic expression Brown bears and Cony rabbits are sold on the UT of UNIQLO.

A few hours later, the series was snapped up, and many stores quickly broke.

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< p > "although there are no specific figures yet, the sales of UT this season are better than expected.

The LINE series has been on sale for only a few hours, and many shops have sold out.

Whether it is SPRZ NY or I am OTHER series, one listing has been sought after.

UNIQLO responsible person to "first financial weekly" said.

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< p > SPRZ NY is a series of cooperation launched by UNIQLO and the New York Museum of modern art (MoMA).

The works of New York pop artists including graffiti master Keith Haring were reprinted and printed on UT.

The I am OTHER series also invited the music producer Pharrell Williams to design, adopt a striking personal slogan, and match with a slightly retro graphic element, full of European and American retro style.

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< p > this almost subverts the traditional image of UT.

11 years ago, when the T-shirt became independent of UNIQLO and became "UT", it was just a cheap T-shirt printed with popular cartoon characters and brand Logo.

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< p > CEO, the fast selling group of UNIQLO parent company, initially focused UT on the industrial production mode.

He thinks that as long as a complete mechanism is established for printing cooperation, fabric selection, production distribution and final sales, UNIQLO can greatly reduce the price of T-shirts and continuously add various printing patterns to attract customers.

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< p >, therefore, the shelf of UT used to give people the impression that it was closer to a huge shopping mall, and it always seemed not fashionable enough.

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In order to change this image, in early 2006, Liu well was invited to be the artistic director of UNIQLO in the Japanese advertising and design world known as the "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "Misaki Sato" and "P", responsible for the global visual design of UNIQLO.

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< p > Misaki Sato Cox and put a "UT concept store" in Harbin, Tokyo, which is the gathering place of Japanese street tide, and sold UT in a pparent pot to attract customers.

"If UNIQLO does not have UT, it will not be so free and pluralistic."

He said.

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After P, UNIQLO regards UT as a product of increasing its own fashion elements.

"T-shirt itself is an unlimited possibility of < a target=" _blank "href=" http://www.91se91.com/ > dress < /a >.

UT has always wanted to convey a fashion impression. "

UNIQLO relevant person in charge of the "first financial weekly" said.

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< p > but Snoopy and Mickey printed on UT often make consumers feel childish and tired.

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P > "uniqo wants a T - shirt standard that is different from the past and looks for someone who can do it."

UT creative director Nagao Zhimin said.

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< p > this half year ago, the new creative director was much more familiar with his English name NIGO.

NIGO is famous for its brand name A Bathing Ape (referred to as BAPE) in the global fashion circle.

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There are 30 series of P in 2014 and more than 1000 in 2014.

All these designs were completed under the guidance of NIGO.

He jokes that he is so busy every day that he can hardly remember anything else except busy.

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< p > NIGO is indeed a suitable candidate.

He is regarded as the originator of street culture in Japan.

BAPE the T-shirts with ape designs are especially popular with celebrities and young people.

Whenever the sale is restricted, there are always a group of tide people queuing up to rush to buy at the store door of BAPE.

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< p > 2011 Hongkong I.T group bought BAPE 90% shares and made a readjustment of the brand.

Two years later, NIGO announced on his blog that he would leave BAPE and start his new plan.

He did not disclose why he left.

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< p > despite the communication, NIGO has been appointed as the creative director of UT, still looking at the old line of printed T-shirt. However, his "new planning" is still a far cry from the street culture.

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When p NIGO became the creative director of UT, her first decision was to return UT to the "original appearance" of T-shirts. In 1950s, T-shirts appeared in the US as a "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "style, and in 1960s, pop music and hippie culture became popular all over the world.

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The first decision made by P, the originator of Japanese street culture and NIGO, as the creative director of UT, is to let UT return to the "original appearance" of T-shirts. In 1950s, T-shirts began to appear in the United States as a fashion style, and popular music and hippie culture became popular all over the world in 1960s.

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< p > when the T-shirt was made by weaving cotton thread on the round tube without interruption, the whole a target= "_blank" href= "http://www.91se91.com/" > dress < /a > did not have suture.

Today, the way of making T-shirts on the market has been very different.

In order to save costs, most manufacturers will use very narrow stitches to stitch the sides of the T-shirts.

But this will cause the T-shirt to become loose after several cleaning and lose its original version.

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< p > "without the design of the side seam, in the repeated process of constant wear, washing and dressing, the T-shirt itself will change slowly according to the body curve of the wearer."

NIGO said to the first financial weekly.

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From P to 2014, retro cylinder seamless design has been reused in part of UT.

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< p > NIGO also chose the thicker cotton No. 20 to make UT, though the touch will be rough, but the body and clothes will have more breathable space.

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< p > in addition to style and fabric, he also made bold innovations on the printing patterns on UT.

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< p > NIGO likes American culture, so he positioned the theme of UT in this season as "Pop Culture Remix".

NIGO maximizes the resources of his past designers.

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< p > he invited music producer friend Pharrell Williams as spokesperson for UT in 2014 and launched his I am OTHER series.

In addition to music producers, Pharrell Williams has the identity of fashion designer and fashion founder.

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< p > "the pattern printed on UT needs to be very particular," NIGO said. "I hope that more people will no longer want to buy UT because they like Disney or Snoopy, because other brands may also produce similar T-shirts, but UNIQLO wants to be the only one."

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< p > despite the slightly declining trend in fashion, UNIQLO's maturity and efficiency in the production process of T-shirts give NIGO more room to play.

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The printing of T-shirts with less than p tide is usually carried out after the tailor's tailoring is completed, and UNIQLO can begin printing patterns when the "a" target= "_blank" href= "http://www.91se91.com/" > cloth "/a" is still apportion.

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< p > "the T-shirt I designed before was produced before printing, and the T-shirt was only 27 centimeters wide, which directly restricted my creation."

NIGO said.

Now he can do whatever he wants, so you don't have to wonder that many of the prints in UT this season are printed on the sides of the T-shirt's most edge to create an alternative fashion effect.

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< p > UNIQLO defines the 2014 UT as the "new generation of T shirts" (The New Model T).

In the Chinese market, UNIQLO has held 3 UT cultural exhibitions in Beijing, Shanghai and Guangzhou.

They selected more than 100 from 1000 designs and exhibited them in the mall atrium and UNIQLO flagship store. NIGO also came to Japan from Japan.

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< p > UT the change of style is considered to be more conducive to the expansion of UNIQLO in the world, especially in the European and American markets.

As of February 2014, there were more than 530 stores outside UNIQLO Japanese market.

In addition to China and the US market, UNIQLO is also actively planning the European market.

In April 11th, it opened a new store in Berlin, Germany.

Two weeks later, a new 3 floor shop in Paris, France, opened.

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The global scale of "P > UNIQLO is exciting for NIGO, but at the same time, he is also faced with how to find a balance between personality and global consumers.

He is no longer the group of the tide in the past. After all, UT will be sold in 14 countries and regions around the world.

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< p >, so he did not fully apply the exaggerated Street elements in the design of the tide T-shirt to the UT series, nor did he abandon the traditional series of cooperation with Disney and Sanrio for many years.

NIGO even went to visit Yamaguchi Yuko Kitty's original author, Yamaguchi Yuko, and asked her to design a pattern of Kitty and Melody embraced together as the printing of 2014 spring and summer series UT.

As for the Coca-Cola series, NIGO avoids the use of brand Logo in the past, but designs prints with American retro posters and slogans as elements.

He also went to Disney's headquarters in Tokyo to pick out some of his favorite designs, such as Mitch's first appearance in the "power steamboat" in 1928, and then applied to UT, even the old Disney series brought back to ancient feeling.

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< p > "this is my first time to create for other" a href= "http://www.91se91.com/news/index_f.asp" brand "/a".

Although I am not responsible for management, I only need to concentrate on design, but I must take more consideration of other people's expectations than before. "

NIGO said.

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