PROFILE
Born in France and currently living in Japan. In addition to directing his own brand "Sillage" and running its online store and select store #whatwewear store, he is also active as a photographer. Instagram account@yuthanan__He has a large fan base for the content he updates on his website at His nickname is "Nico" or "Yutanan".
. You can tell a lot about a person just by looking at their sneakers.
First of all, why did you choose sneakers as one of the keywords?
Utanan:. I think sneakers are a key styling element. You could say they are the most important element for me. . When I meet someone, I look at their feet first.
Nailed it!
Utanan:(Laughs) . No, no, I'm not criticizing them, but you can tell a lot about a person just by looking at the design of their sneakers, their condition, and how they match with their clothes, can't you? So I thought that sneakers are an essential keyword when talking about my style and fashion. First of all, I want to be satisfied with the sneakers I wear.
. I see. When you were in France, you worked in a sneaker store, but how many pairs do you have now?
Utanan:I think I used to have about 200 pairs, but now I have maybe 60 pairs at home in Japan. When I worked at a sneaker store, I used to buy 50 pairs a year because of discounts. But I am not what you would call a sneakerhead. I usually wear or buy sneakers based on whether or not I am personally attracted to the design, not because it is a hot topic or because it is a rare collaboration that will sell at a high resale price. . I don't wear them at all and just keep them on display.
- How do you get the limited edition models, etc. that you see on the Utanan Instagram?
Utanan:I have seen limited edition models on fashion news sites, and when I post a story about it on Instagram, my friends who work for the brand or related stores often contact me.
Conversely, you wouldn't post something on social media if you didn't really like it or want it, so it's very compelling. Maybe it's a generational thing, but Utanan is very good at using social media, is there anything you keep in mind?
Utanan:I have been using Instagram since 2012, and I think I was one of the first to adapt to social media. Unlike well-known brands, there were not many media outlets that would pick up on a brand run by an unknown person like me, so I had no choice but to use social media to increase my visibility. It is thanks to social media that I am able to do what I am doing now. Not too long ago, I used to carry around business cards because I thought they were an essential item for business in Japan, but I don't even carry business cards anymore. . Instead, I think I should send out content that makes the people who follow me on Instagram happy, and I think it's important to keep giving shape to ideas that I think are good.
Do you get some of the sneakers you're going to introduce us to through Instagram?
Utanan:Of course! Ah! Speaking of Instagram as a trigger, I forgot to bring my precious sneakers!
Eh? （What? !)
Utanan:There's a model called "STING" that Nike came out with in the 1970s. I love those sneakers, and last year I took a picture of them on my blue chair at home.Instagram. Then, in September of this year, I received a message from Portland saying, "I was inspired by your photo. Then in September of this year, I received a message from Portland saying, "I was inspired by your photo," along with a message in green, orange, and blue, like the chairs in my house.D/MS/X StingThey sent me a new model called "The New Model! Oh , I should have brought it.
That's amazing! You mean your friend at Nike saw the picture of Uthanan and designed it, right?
Utanan:Yes! I was insanely happy.
Unfortunately, we'll have to wait until next time to see how you style them with those sneakers (laughs) , but to get back on track, please tell us about the five pairs you brought with you today.
Utanan:Yeah , yeah , ［ so disappointing ］
