Actor Arata Iura has a unique presence on the screen. He is also the director of the fashion brand "ELNEST CREATIVE ACTIVITY. He continues to create unique and new values, just like his acting career, by developing items that are made in Japan and by planning the creation of products that utilize traditional Japanese crafts. We will take a closer look at the 2017 fall/winter collection, which marks the 10th anniversary of his debut, together with Mr. Iura.
I can only make things with what I have within myself , so I am constantly traveling.
Congratulations on the 10th anniversary of your brand! First of all, looking back over the past 10 years?
well liningIt feels like a blink of an eye. We started out with a small one-room apartment, and after continuing to work hard at what was in front of us, I can honestly say that before I knew it, 10 years had passed.
When you launched the brand, did you have some kind of vision for the next 10 years?
well lining. There was nothing in particular. Rather, Ernesto Creative Activities' (hereinafter referred to as "Ernesto") stance has always been to do what is right at the time, so last year, just before our 10th anniversary, the entire staff was surprised to hear that 10 years had already passed....
What has changed and what has stayed the same over the past 10 years?
well liningWhat we are doing is the same. . However, I think there are changes in the breadth of our manufacturing and the way we present our products. At this exhibition, I was happy to hear from someone who had not seen my collection for a while that "nothing has changed.
So you are saying that the brand has not become blurred?
well liningI take it as such. I think that the past 10 years have been a series of small challenges. I think we have been able to maintain the axis of the brand, while enjoying the changes.
You have a hard-edged side, but you are also flexible and open to new things, aren't you?
well liningI can only make things with what I have within myself , so I am constantly traveling. I do not want to get bored with myself . . I want to mature and give form to honest surprises and impressions.
Has that always been the case?
well liningNo (laughs). When I was in my 20s, I was always saying that I would make what I wanted to make. However, I think it was through such a period that I became what I am today. The idea of what I wanted people to wear and use led to my creations, and that is how I have been making things for the past 10 years.
I have always found the Jomon really interesting.
The theme of "travel" runs through the foundation of Ernesto's clothing production. This theme is linked to Ms. Iura's love of travel, which in turn led her to the footwear brand "Keen," where she now works as an advisor.
The camera, a hobby that has deepened through travel, has also led to the development of KAMAEL, a collaborative brand that produces photo-related gear and clothing with comprehensive outdoor manufacturer "Snow Peak" and "Ernesto.
Traveling and cameras are already a part of your life's work, but is there anything else you are into these days?
well liningNot recently, but for a long time, I have been immersed in the Jomon. Like history, the Jomon people's lifestyle and aesthetic sense are interesting the more you learn about them.
What was the kicker that got you hooked on Jomon?
well liningI guess it was the fact that I had many opportunities to visit Jomon ruins and to come into contact with archaeological objects at archives since I was a child. As I grew older, my interest remained the same, and I wanted to learn more about it. I think it was Jomon earthenware and clay figurines that led me to appreciate the beauty of human-made forms.
Is that a sense that you see Jomon as art?
well lining. that's right. Until the modern era, archaeology and art were thought of as two separate things, but artists such as Taro Okamoto proved that the Jomon could be considered art. I was very happy when I read Taro Okamoto's book and learned about it, and I became more and more interested in the Jomon. I am also interested in Japanese art through the Jomon connection. I have always traveled with a desire to experience the native and primitive, and perhaps Japanese art was one of the places that led me to this desire.
So, your manufacturing and your personal life are all connected to your travels?
well liningThe very experience of continuing to travel is really what I use in my work and activities.
The 10th anniversary lineup is all collaborative items.
For the 2017 fall/winter season, Ernesto will present a collection befitting its 10th anniversary year. This collection features only special items created in collaboration with brands and creators with whom Mr. Iura and his company, Ernesto, have had close relationships over the years.
You started by selecting 10 themes: "Clothing," "Fun," "Beauty," "Field," "Travel," "Aroma," "Motion," "Vessel," "Costume," and "Light"?
well liningWe were able to categorize Ernesto's past values, activities as a brand, and the hobbies and associates of our staff into 10 keywords. We have collaborated with various brands, artists, and craftspeople to create products that fit these categories.
Here is part of that collection.
(LEFT) “M.V.P×Ernesto Creative Activities〉 chambray shirt ￥22,000+TAX, (right)“A-1 Clothing×Corona×Kaihara Denim×Ernest Creative Activity〉denim coveralls ￥38,000, denim pants ￥20,000+TAX (all on sale in October)
(From left to right: [Garni x Ernesto Creative Activity] Cord Slider Series Necklace ￥25,000+TAX, Bracelet ￥13,000+TAX, Loop Tie ￥15,000+TAX (all available in September)
(Human Made x Ernesto Creative Activity) Yokosuka jumper 'The Roots' ￥130,000+TAX (on sale in October)
Bananaman x Kumba x Ernesto Creative Activity] incense set ￥3,000+TAX (on sale in September)
. Finally, please tell us about the future of Ernesto.
well lining. It's the same as it has always been. Now I am beginning to create an environment in which I can create the things I like to do. I would like to solidify this environment.
