Case01_Hidetaka Akudo (STANDARD CARIFORNIA) The best experience I've had snowboarding is with "Snap T".
Hidehiko Akudo
(STANDARD CALIFORNIA Producer)
Born in Hachioji in 1967. After graduating from university, he went to Australia to study. After returning to Japan, he worked for a company dealing with snowboarding equipment, and after retiring, he established his own company. She is well versed in various activities such as surfing and snowboarding.
Akuto-san, when did you first come in contact with Patagonia?
Akudo:I was in the Boy Scouts when I was in elementary school, and there was a local outdoor store where I was assigned to buy equipment for the scouts. The owner of the store was an interesting person, and I continued to visit him even after I reached high school age. He didn't carry Patagonia, but I was always familiar with the outdoors. I bought my first Patagonia item when I was in college. I was interested in fashion as well, so I saved up the money and finally bought it.
So it has always been a brand that you admired.
Akudo:That's right. At the time, there were only a few stores that carried them.
What do you find attractive about Patagonia?
Akudo:The number of people who wear outdoor gear around town has been increasing, and many outdoor brands are releasing items for town use one after another in response. On the other hand, Patagonia does not focus on such things, but rather continues to make products that are functional, environmentally friendly, and in line with what they are supposed to do, which I feel is very graceful.
You are going through the motions.
Akudo:Yes, we do. The headquarters in Ventura (about an hour and a half drive north of Los Angeles by car along the coast) has a daycare center, and you think about the people who work there and the people who are involved with them. I think that is also very impressive. Perhaps that is the way it should be, but it must not be easy to actually do it. It is simply amazing.
Do you feel that Patagonia's philosophy has influenced you in any way?
Akudo:Even if it is the same fleece jacket, I would still prefer to choose a recycled one. I myself have many opportunities to confront nature through surfing and snowboarding, so I am concerned if the field is dirty. However, even if my friends are doing beach cleanups on the weekends, I am not able to participate because of my work.
When did you purchase the "Snap T" that you brought today?
Akudo:I think it was the mid-90s, when I was still in my 20s. At the time, I was working for a company that dealt in snowboarding equipment, mainly imports, but they also dealt in auto-camping equipment, since their parent company was a car equipment company. I liked snowboarding and camping, so it was perfect for me. I went to San Francisco and LA a few times a year on business, and I bought this "Snap T" in my free time.
I really liked the Patagonia store in the San Francisco Bay Area. Looking back, I have the impression that the store was very rough around the edges, in a good way (laughs). There is a surf point under the Golden Gate Bridge, and there was a huge photo of a wave rolling in a tube. It was so compelling that the moment I saw it, I simply thought, "Oh, this store is so cool.
Nowadays, the "Snap T" is recognized as a standard item, but what was its position at the time?
Akudo:I wasn't too particular about whether it was a classic or not. I had been working part-time at an outdoor store since I was a college student, and I thought of fleece as something to be worn as an inner layer. That is why I bought this fleece to wear as an inner layer of a snowboard jacket. I didn't really like the size and material of the fleece that snowboard makers put out. But "Snap T" is a pullover, so it doesn't get in the way when worn as an inner layer. So I often wear it when I go snowboarding and experience the best feelings with it.
Do you still wear these items?
Akudo:Of course. I wear it when I go out for a while, and I also have pants made of the same material, so I wear it with the top and bottom when I go camping or to the beach. It has the same strength and security. I can wear it again someday even if I buy more.
Do you have any expectations for Patagonia in the future?
Akudo:You always do what I expect of you, so I don't have anything in particular to say about this (laughs). This may contradict what I said earlier, but if I had to mention it, I would be happy if there were more items that could be worn on the street. Of course, I would like to see more items that can be worn on the street, while still maintaining their functionality and environmental friendliness. If there are more items that are fashionable while maintaining the Patagonia style, that would be great.
