I hope that Standard Journal will help raise the level of the fashion industry as a whole.
I guess you had only a rough idea of what you were planning.
Kaneko: Actually, we had a bigger goal in mind than just creating clothes that redefined the "Journal Standard" standard. We wanted to provide the customers who are currently buying original "JOURNAL STANDARD" items with items from the creators who usually send out messages to a highly sensitive audience, in an environment and at a price range that they can naturally afford. That is the most important point.
Do you want people to be more interested in fashion?
Kaneko: Yes, I did. I wanted to create an environment where people would naturally pick up an item at "Journal Standard" and try it on and find that it was cool. I felt it was necessary to sell these items not at "reshop" or "Graphpaper" but at stores like "Journal Standard," which have stores all over the country. I thought that creating a situation where items that everyone had worked on could be found on the regular shelves of "Journal Standard" would help raise the level of the fashion industry as a whole.What "IAC" is doing at THE CO-OPIt is the same with
That's exactly how I felt.
Kaneko: Many of the original items at select stores are the same, and there is a sense of price competition, which makes it difficult to create interesting fashion items. Moreover, people who buy originals only see such items, so it is important to get them interested in fashion through the items you have created. This should lead them to the brands and stores that you normally work with. As for IAC, our main theme is to change the fashion market itself, which is absolutely meaningful. The catalyst for this was the creation of basics at Standard Journal.
How did you feel when you tried it?
Westfield: It was difficult. I was given three subjects on the spot. Since [NEET] is a pants brand, it was easy to imagine pants, but I thought about what I would make for other items.
Terada: I was thinking that I would be allowed to work in one area that I am good at. Then I thought I would make knitwear, which I am good at, but when I came here, there was no knitwear among the subjects (laughs). But there were items that I had never made for a brand before, which was interesting.
Ms. Ozaki, you are from BAYCREW'S, so I was wondering if the way you chew "JOURNAL STANDARD" is different from other people.
Ozaki: I have loved "Journal Standard" ever since I was at BAYCREW'S, and I used to go there often to shop. So I thought it would be good to recall the image of those days. The lineup at that time had a cool, luxurious American casual atmosphere, with European items inserted into the American casual style. There were shiny, polished Navajo jewelry, European shoes and belts, and I would match them with dress shirts. I used to make dress shirts in the American casual format, and I liked that kind of thing, so I made these shirts as I remembered them.
You said you didn't know much about "Journal Standard".
South: I'm the only one who stands that way. I know they exist, of course. But I didn't know the lineup or its history, so I wondered what I should do. I asked to see an old catalog, and I found that Mr. Abe, who had been a designer at "Journal Standard" since its early days, had written about what "Journal Standard" was all about, so I invited him to a meeting. Creating a standard requires an understanding of "Journal Standard," so I invited him to the meeting. In the catalog, it said that we started to create a general unisex select store.
Takada: Unisex items have been available since the opening of the store, but they gradually faded away and were divided into men's and women's sections. However, there are people who still cherish and wear the unisex items from those days. Such items are well-made. That is why this project has brought us back to our original style. Young staff members are paying attention to these items and want to buy them, so I think it is a good stimulus for them.
Matsuo: Indeed, there is a lot of anticipation from the in-store staff. Many of our suppliers have also watched our YouTube videos, and they understand this project.
How did everyone respond?
South: Every time I meet someone, they ask me, "What do you do? They ask me, "What do you do?
Westfield: I will have you tell them that I saw it too.
Ozaki: In my case, it seems that a lot of people watched it because I'm in the first half of the video, and they take it a little further and ask, "When is it coming out?" They even ask me, "When is it going to be released?
Will all the items be released at once?
Matsuo: Yes, we do. We will sell our products mainly through our online store, as well as at three stores in Fukuoka, Osaka, and Shibuya. Eventually, we would like to expand the number of stores selling the product. And since it is a standard item, we plan to produce additional items.
By the way, the prices are different for each, but was there an upper limit?
Matsuo: There were, but it's not like there aren't any. Prices are working pretty hard for some items.
