This Year, Over Half Of Men Make UNIQLO More "Damp".

UNIQLO was finally "wet".

In February 14th, fans finally came to the spring and Summer Edition of "Livable Cities" as the theme of "LifeWear Cities". This is the "Tokyo guide" that Kinoshita Hyoho guided the magazine team to create after the publication last September. In collaboration with MONOCLE, the author of "Harajuku Cowboy", the chef of Eatrip, the founder of Hender Scheme, and the editor of the Tyler Brl e four recommended the 4 Tokyo Street wandering guidebook with UNIQLO Tokyo branch as the starting point.

When you customary UNIQLO and Zara, H&M and other fast fashion brands quietly into the daily wear of basic funds, it is by "LifeWear" stunning fashion circle, once again become UNIQLO 2020 annual explosion.

Over the past few years, the joint name of UNIQLO and NIGO, UT, KAWS and other brands has continued to lead to panic buying. After tasting the sweetness, the founder of the UNIQLO library, Liu Jing, invited the Takahiro Kinoshita (Takahiro Kinoshita) to work on the "LifeWear" brand book. After the first phase of its synchronization with the new products of autumn and winter in UNIQLO, it continued to raise topics on Japanese media, Facebook and Ins.

Many netizens, after reading the sample, were surprised at the extreme integration of Xiao Xia Hao's creation and UNIQLO's business philosophy. While praising the output of the aesthetic system, the colorful contents and the simple and fashionable visual presentation, they passed the "LifeWear service life" brand philosophy to consumers. Everyone seems to be witnessing the rise of the second Popeye.

Many Chinese readers may be strange to Kinoshita Hyoho, but a little understanding of the trend culture in Japan will be full of admiration for the 52 year old "tide Godfather".

Studionicholson.com

Complex once named Kinoshita Hyoho "The 50 Most Stylish Men in Media" (the 50 best and most typical male in the media industry). He is the most widely dressed man in Japan, holding up the Japanese Trend Magazine Popeye.

"Popeye" is a mirror of fashion.

"An excellent magazine is not going to be out of date even after ten years," Popeye did.

-- editor in chief of MONOCLE, Tyler Brule

In 1970s, the Japanese economy took off so that many young people who were worried about food and clothing began to seek spiritual sustenance. During this period, a number of fashion magazines that exported American culture came into being.

Pepoye predecessor "made in USA", Google

In June 25, 1976, wood slipped for a long time to start the Popeye (Japanese): "Popeye" is not only the same name as Popeye, but also can be dismantled as "pop eye" (popular eye). Because of the perfect combination of filming and popular elements, magazines quickly become popular among young people.

At that time, wood slipped for a long time in order to present a completely different way of life for Japanese young people, and created the first place for Japanese magazines to acquire materials on the spot. He later recalled: "at that time, we need to go to the west coast of the United States to shoot local young people's life and fashion, and then send back the material to Japanese creation."

When Popeye was created, there was a slogan, "Magazine for City Boys," which was interpreted for a long time as follows: those who like skiing in summer, enjoy tennis in summer, love sports and life, and women who are popular with women are "city boy".

For a long time, "Magazine for City Boys" has been regarded as the spiritual core of Popeye and firmly believed that theory will be out of date, but not in pursuit of the times. "We do not build theories, only conform to the times."

However, after the millennium, the high-end fashion positioning of Popeye was gradually estranged by young people. In addition, the entire traditional magazine industry was under the tremendous impact of the Internet media. The popularity and sales volume of Popeye also began to decline sharply until Kinoshita Hyoho arrived.

Kinoshita Hyoho was born in 1968. After graduating from University, he went to work in Magazine House, the most famous magazine publishing house in Japan. He worked hard in the "Men's Club", "an.an" and "Brutus" team, and transferred from "Brutus" to Popeye in 2012.

Yamamoto Teruji said, "I am not a designer, but an expression." For fashion editors, it is especially valuable to find this expression and match personal style.

As a senior media person in the fashion circle, Kinoshita Hyoho is undoubtedly the qualified expression of Yamamoto Teruji standard.

After many years of immersion in Tokyo, he became very aware of the street fashion in Tokyo. In his street photo, there is often a striped suit similar to Brooks Brothers. He prefers light colors such as gray, blue and so on. A black and white short hair is graceful and stylish under the backdrop of retro round glasses and Confucian temperament, and even praised by Japanese media as "perfect combination of Zen Buddhism and Tokyo streets."

Although the work of a magazine requires Kinoshita Hyoho to keep abreast of popular information, he thinks: "magazines will make people want to look back, but it is hard for Internet articles to do this. It's better to create the trend rather than follow the trend.

Kinoshita Hyoho once told his friends that he did not want to make the magazine electronic. "As long as good things are presented in any way, they can attract people."

As Yamamoto Teruji said before his predecessor, "this thing is invisible, bumping into something else and coming back to understand ourselves. Therefore, we can only know what we are when we collide with strong things, terrible things and high standards. This is the self.

For Kinoshita Hyoho, clothing is a tool to define himself. City Boy should go out of its own style instead of pursuing gregarious pursuit.

Therefore, even at the age of 52, Kinoshita Hyoho can still go through the fashion cycle with his unique dressing style and always walk in the forefront of the trend.

Kinoshita Hyoho's transformation of Popeye began with the post of chief editor in 2012.

He first put forward a new definition of City Boy: "City Boy, which can make you feel everyday, can interest you and do not need to use a set of external standards to measure a person's value."

In his eyes, the spirit of City Boy is prior to appearance. It is the kind of boy who enjoys the present life, pursues good taste in life, keeps himself, gentleman, courtesy and aspirant. (Kinoshita Hyoho's interpretation of the popular meaning of City Boy when interviewed by Japanese media)

Secondly, Kinoshita Hyoho visited New York, London, Portland and the west coast for a long time, planning a series of special topics on urban white-collar interviews, brands and wear around City Boy.

Based on this, readers can see in Popeye, City Boy, such as hip-hop, rap, street boy, college student and wine taster, can show their attitude towards life through dressing style. Although they live in different cultural backgrounds and living conditions, they can keep themselves in pursuit of good taste in life, "gentlemen, courtesy and progress."

Finally, he reformed the content of "Popeye" and gradually joined the Japanese retro elements to make adjustments to the American style which was too pure in the past. The epitome of the ultimate accent and the miniature of Tokyo streetscape were presented in the magazine.

It can be said that the flash City Boy in different cities has produced some connection because of "Popeye", and thousands of street filming teenagers are beginning to enjoy the imitation of Popeye.

This trend led City Boy's spiritual core to go beyond fashion itself. More and more young people began to look for fashion style and lifestyle from here. It evolved into a city guide for young people's attitude towards life.

In Japan, there was a TV program that summed up Kinoshita Hyoho's 71 issue of the magazine published in the 6 years of the editor in chief. He commended these wonderful contents for redefining the most suitable City Boy appearance: they did not stick to their own labels, dressed as a way of life and attitude, and finally evolved into the humanistic interest rooted in their hearts.

W.David Marx, an American writer who lives in Tokyo, wrote in the 40th anniversary issue of Popeye: "Popeye has built an information bridge between young people in Japan and the rest of the world. Without Popeye, Japanese pop culture may not be as rich as it is today.

Fans of the Popeye in China are also praising Kinoshita Hyoho's City Boy spirit: "City Boy is endowed with new connotation in the era, regardless of age and generation. It has a hard core with no taste for @Major. Even beyond gender, it becomes a spiritual benchmark and a common language.

　 Kinoshita Hyoho and UNIQLO achieve each other's success

Kinoshita Hyoho and UNIQLO cooperation complement each other, but there are traces to follow.

In 2016, the name of UNIQLO and Kinoshita Hyoho was framed for the first time. In those days, the brand of UNIQLO New York flagship store celebrated 10th anniversary, and the joint Popeye launched the Tokyo Newsstand, which sold all kinds of Japanese prints and popular culture, so that the two sides established good communication.

In recent years, UNIQLO is ready to enter the fashion world with enough sincerity. "In order to make UNIQLO a truly global brand, information editing is more important than ever before," said Liu Jing, founder and President of fast marketing group.

Kinoshita Hyoho also told the media: "when you enter a magazine at a young age, it is a dream come true, but it is not a good thing to stay in a place for a long time, so later decided to let young people do it."

Zuo is the first editor in chief of Popeye in June 2012, and the right is the last stage in April 2018.

So it took time to return to May 2018, although Kinoshita Hyoho joined the fast selling group as an executive director (the overall creative work of UNIQLO (information transmission, branding, marketing, store communications and product design) was called "typical job hopping" by Japanese media, but based on previous good cooperation, plus the determination of UNIQLO to enter the fashion industry in recent years, both sides were determined. The combination of strong and strong is also reasonable.

After joining the fast selling group, Ryui Masashiya, founder of Kinoshita Hyoho, expressed his expectation to the media: "Mu Xia Xiao Hao" had reached a link with the world through the work of "Popeye". Now he joins UNIQLO. I hope that he can shape and convey the advantages of Japan to the whole world, and also convey the excellent face of the world to the Japanese people.

Kinoshita Hyoho later responded to the EQ online response: "when we did Street filming, we found young people like to wear UNIQLO. I really want to know what the charm of UNIQLO is so attractive to young people. It happened that I had the chance to meet the president of UNIQLO and joined UNIQLO.

No matter whether the two are genuine or public relations, at least Kinoshita Hyoho's theme, creativity and presentation have not changed from Popeye to LifeWear's life.

Moreover, this time, Kinoshita Hyoho broke the principle of "non electronic magazine" for many years, and set up an electronic version of Amazon Kindle for "LifeWear suit life" to facilitate the global consumers to download at any time and anywhere, creating the conditions for the LifeWear service life magazine to circle in the major social platforms.

Why does UNIQLO do "LifeWear suit life"?

In the Japanese fashion industry, the major brands have been carrying out the practice of carrying out brand awareness and embody the concern of consumers. The brand insists that it is easier to achieve value recognition with consumers and establish brand loyalty in consumer groups.

For example, as early as in 1988, Wakubo Rei issued the double quarterly publication of Six (sixth sense) in the name of Comme des Garons, which collected her design inspiration and appreciation of photography and paintings; H&M's high-end brand COS also launched the "COS Magazine" semi annual magazine, which was designed by Holland to lead the magazine to design "FANTASTIC". MAN team worked on the design philosophy and life aesthetics of the brand through the paper media.

In addition, the fast wear clothing brand ASOs has also appeared in the magazine "ASOs", the fashion brand I.T has "I.T POST", XINTIANDI Xintiandi has created the brand SOCIO through "Social Paper", and even Uber has issued the magazine "SOCIO" for the group of Uber drivers.

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Ryui Masa had run a VAN dealership because of his father. At the beginning of the founding of UNIQLO, the idea of VAN was integrated into the blood.

The founder of VAN is a more OG class Godfather Shizu Suke than Teng Yuan Hao. Even Lssey Miyake has served him as his mentor. Therefore, Ryui Masa is not reconciled to UNIQLO to stop the basic model of people's wardrobe. Entering the fashion industry is his long cherished wish for many years.

As COS's creative director said:

The role of a brand magazine is like a tool for expressing inspiration, a creative medium. And shoot and make fashion fashions that match season style, which can combine inspiration with products most effectively. We are proud to present a beautiful, short and imaginative magazine to consumers. "

Kinoshita Hyoho is precisely such a "fashion Godfather" who can turn rotten to magic. He has been popular in the street map of the Internet. The details are integrated with universal clothing philosophy. Gentle and elegant temperament, retro round glasses and highly recognizable Preppy Style can impress people.

Moreover, it is commendable that Kinoshita Hyoho can penetrate this philosophy into every magazine, so that readers can feel the high sense hidden behind each picture.

Kinoshita Hyoho told Japanese media interview: "for me, making magazines is not just a job but a life, because I spend 24 hours thinking about how to make a magazine. What I am presenting is popular culture, and the most important thing is not to set target consumer groups. I hope you can see that the general direction of LifeWear is not so different from "Popeye".