CASE 1
Creative Director
Hirofumi Kurino
PROFILE
In charge of creative direction
Born in 1953. After graduating from university, he worked at select stores before founding "UNITED ARROWS" in 1989, and has been trusted worldwide for his knowledge and experience, including as an external judge for the LVMH Prize and an honorary fellow of the Royal Academy of Arts. In his recent book, "The World after Mode," he examines the interface between fashion and society based on his wealth of knowledge and experience.
These shoes have nothing to do with fashion,
Timelessness.
When did you know about "Brand Stone"?
Kurino:In the early 1990s, "Anatomica" in Paris was carrying them. In addition to "Brandstone" boots, there were "Jamz" shorts and "Birkenstock" sandals. Anatomica" means "good for the body" or "human body engineering," and it seems that "Brand Stone" was selected as something good for the body. They could be worn even in bad weather and were convenient because they were easy to put on and take off when shooting in the studio.
Mr. Kurino says he used to wear "Brand Stone" shoes in the mid-1990s. He bought them at Anatomica in Paris or WP Store in Milan, and "wore them out until they were worn out. The "BS500 ORIGINALS" she is wearing are currently being sold at Beauty & Youth United Arrows.
Healthful and healthy products have finally begun to attract attention in recent years. What role do shoes play for you, Mr. Kurino?
Kurino:I walk a lot, so ease of walking is most important. Shoes are also very important for health. In fact, this year I wore a mask for the first time in my life, which made me realize once again the basic principle that a healthy spirit resides in a healthy body. Some days I choose shoes according to what I am going to wear, and other days I choose shoes to finish off my styling. However, "Brand Stone," like "Rolex" and "Turtle Towel," is timeless and has nothing to do with trends. They go well with both cutting-edge and ever-changing items.
A classic product can be matched with so many things.
Kurino:For example, the jeans I am wearing today are from a brand called "TEXT," which was born last year. The tapered silhouette made of organic cotton is different from so-called vintage jeans, but this is the kind of jeans I would wear with Brand Stone shoes in 2020. Fashion expresses a message that can only be expressed by me at the present time, and it is a message that I am sending out today, on this day, so I will match them with these shoes.
Ms. Kurino's style is to combine the creative with the solid and sturdy. The coordination, which she describes as "British youth culture," includes knitwear from The Shepherd Undercover, a reversible blouson by Cognomen, a brand created by a newcomer who studied at the Paris Collections, and denim by Text, which focuses on organic materials. The items chosen are classic yet creatively sublimated.
Fashion is a message from a person.
Kurino:Yes, I do. I like people who are not trying to fit in with others, but rather are being themselves. As I wrote in "The World After Mode," I want to be like that myself. Even if I admire something, it is important not to copy it, but to incorporate it into myself and then see how much I can express it as my own originality.
I think the opposite is true in Japan today, and there are many people who feel a kind of pressure to conform to the latest trends.
Kurino:That is not good for young people. They have a future, and they are the ones who will change the world in the future. Young people should definitely not live their lives looking at other people's faces. Especially in fashion and other forms of expression, I want them to be the opposite of that.
Individuality doesn't come out if you don't try to bring it out.
By the way, how did you feel after wearing "Brand Stone" for the first time in a while?
Kurino:It's good. I am relieved that it hasn't changed in a good way.
I guess that's a compliment.
Kurino:Yes, it is. Fashion changes, so I am not saying that staying the same is the right answer. However, while some brands are losing quality due to changes in production backgrounds, "Brand Stone" has not changed. We are not aiming for the ultra-luxurious "Rolls Royce," but rather, we are making products with the quality and rigidity of a "Toyota. The quality of such a product does not decline, does it?
They are rough, wearable by anyone, and sturdy. They are shoes for workers, so to speak.
Kurino:Yes, I am. Brand Stone," which is easy to put on and take off and can be worn in both the city and in nature, looks good for camping, too. Speaking of labor, Japan is saved in many ways even under such circumstances because of the various made-in-Japan products available. With the recent popularity of camping, there are people who are willing to buy mountains, and it would be great if this trend leads to more people engaging in agriculture as well.
Speaking of agriculture, environmental issues are also serious. The fashion industry is also calling for sustainability.
Kurino:Of course natural dyes, organic cotton, biodegradation, etc. are important. However, you would use shoes and clothes that you like for 20 years or more. Even if the item itself is not organic/make, using it for many years is also sustainable in a sense. No matter how many sustainable items you buy, if you get tired of them the next year and don't wear them, they are not sustainable. No matter how much organic clothing you wear, if the person is running an air conditioner, you can't say he/she is doing something good for the world, can you?
I think it's not just about how it looks, but also about making a choice after careful consideration.
Kurino:Fashion is personal and social at the same time. Both the creator and the wearer are individuals, and if it happens to be fashionable, it becomes a major trend. Fashion is a point of contact between individuals and groups, such as cities and countries. Because this is interesting, we do not want to simply imitate what is in vogue; we want to be original. But it is interesting to explore why something is trendy.
Fashion is personal, but even a standard item that never changes will eventually become one's own after many years of use.
Kurino:Yes, I used to be an opponent of school uniforms, but it is interesting to see the details that show individuality when everyone is dressed the same. The way buttons are opened, the way hair is styled, the way eyes and skin tone can be seen through masks these days. I don't think it is interesting that everyone wears the same thing, but there are times when individuality can be seen beyond that homogenization. However, this will only come out if you try to show your individuality. It will not come out if you are under pressure from the same people.
The ORIGINALS series is a staple of the BrandStone brand, with a TPU injection sole for lightweight cushioning and elastic side gores for easy on/off and ease of movement. The instep and toe portion is the lowest in the "Brand Stone" series, providing the best fit. This model is packed with 150 years of history. Among the many colors available, the stout brown and voltan black are known as the standard.
