Case 02
PROFILE
In 2018, he opened his second store, PELLS COFFEE STAND in Daikanyama.
@yudai_pells
My role is to bring young people to this city.
Hashimoto-san, what do you look for when choosing clothes?
I usually try not to have too much stuff, and the same goes for clothes; I buy from my friends and try to choose items that fit my lifestyle. I like patterned shirts, and I often wear them in summer, but this shirt is especially cute and I like it. I surf as a hobby, so I naturally pick up items with that kind of atmosphere. I like California-style items, but I also really like Australian culture. Australia is the birthplace of Deus Deus, and they have an advanced way of thinking about food. Before starting the cafe, I actually went to Melbourne and visited coffee shops.
What do you value in the relationship between hairstyle and lifestyle?
The most important thing is to improve the person's lifestyle. I want to add a little of my sensitivity to the person's choices. For example, I would like to support them in getting a confession of love from someone they like. I think it is better for me to draw out the individuality of the person rather than impose it on them. However, I am not outright rejecting popular hairstyles, and I keep my antennae up for that as well.
Hashimoto-san, you are both a beautician and a store owner, what was the concept behind PELLS?
The meaning of PELLS comes from the initial letters of PEACE, ENCOUNTER, and LIBERTY. The flagship store of Deus in Harajuku is the ideal type of store I would like to have. There is a motorcycle garage, surfboards and apparel, a café and bar, and cool staff. There is a garage for bikes, surfboards and apparel, a cafe and bar, and cool staff. There are many entrances, and it's not easy to create something like that. I went there right after it opened and thought, "Wow! I was completely blown away (laughs). I was completely blown away (laughs).
Why did you set out to create a place like a shopping district?
I really like the kind of chance encounters I mentioned earlier. The reason I came to this place is that I started playing around on the second floor, which happened to be a bar. In Daikanyama, the people who work in the restaurants are very close to each other and there are many interesting people. When I was thinking about what I could do in this town, the current PELLS location became available. 25 years old, I decided to go independent, and one month later, I opened the restaurant.
I think the significance of the store's existence and the way of thinking have changed in some areas between when you opened the store and now.
That's right. At the time, I had the sense that I was being nurtured by the people in this town, but after 7 years of experience, I think my role now is to provide a place for the younger generation and to connect people with each other. Students have held parties in the event space on the second floor, art exhibits, clothing pop-up stores, and so on. We would like to rent the space almost for free, have them make their own money, and share it with each other in a win-win situation. There are many older people in this town, so I think I am giving back a little by bringing young people to this town.
