Series 【MONTHLY CCC SESSION] VOL.10 Kyohei Fujihashi (BEAUTY&YOUTH UNITED ARROWS) "A sense of exuberance that comes from having one's feet planted in fashion

City Country City" is an anonymous brand that does not disclose its design team, but has been steadily increasing its presence. In this Series, we interview creators who have been close friends of City Country City since its establishment, in order to find out what the brand is really like. We will be looking into the contents of this mysterious brand from all angles.

For the 10th installment of this series, we are joined by Kyohei Fujihashi, men's brand director of BEAUTY&YOUTH UNITED ARROWS. In addition to carrying the brand every season, he has a strong relationship with the brand, and has even created special order projects for it, so how does "City Country City" look in his eyes? He talks about his image of the brand as a director of a major boutique.

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. sound is firmly expressed through fashion.

When did you first see City Country City (CCC)?

Fujibashi:I have known the brand since its Instagram page was launched. I had been in contact with the design team since that time, and I knew that they were well versed in music and other culture, not to mention fashion. When I actually saw the products, I could see that they had incorporated what we liked into them. I felt the link between the people and the items was very convincing.

After that, you decided to sell your products at "Beauty & Youth United Arrows", did you decide without hesitation?

Fujibashi:Yes, it is. I strongly felt the persuasive power of the brand, and the brand name is also very good. So I naturally started to buy from them. Smoothly and without hesitation.

The pop and catchy style of "CCC" and "Beauty & Youth United Arrows" seem to be a good match.

Fujibashi:I think it's a good idea. So while we buy inline items, we also do special orders every season.

Even though this is a special order, it was designed from scratch, and it was a solid collaboration.

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Fujibashi:. We have had a certain artist as a focal point, and we have had him incorporated into the graphics in a way that pays homage to him. The artist fits the image of "Beauty & Youth United Arrows," and the people at "CCC" have also listed him as a fave.

This sonic approach is unique to " CCC.

Fujibashi:I agree. However, I think the appeal of "CCC" is that it expresses itself not only through sound, but also through fashion. They are not from the music field, and their focus is on fashion. . That is why the items are designed to create a sense of excitement when worn. I think this is what sets CCC apart from other brands.

You said it was something like "easy to pick up".

Fujihashi: Yes, that's right. With music items, there are cases where fans know about them and wear them, and other cases where they just wear them because they look cool, without knowing anything about them. CCC's creations are based on the premise of fashion, so people can easily pick them up because they are cool or cute. I think this is possible because they are made by people who know the street well.

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I would like to see it evolve , while carefully preserving the concept.

How is the response from the audience?

Fujibashi:Thanks to you, we always get a good response. We always sell out.

What do you think was the reason for this?

Fujibashi:When customers enter the sales floor, they see CCC items in a straightforward manner. Moreover, I think the reason for this is that they are uplifting items. Furthermore, if the item is a special order, it is a reason to want to buy it, isn't it? The graphics are catchy and unique, and the background of the brand is interesting. Customers who did not know about the brand will become curious, do some research, and become fans.

The mysteriousness of the design team, which is not made public, has also been a success.

Fujibashi:I think there would be a chance for business if I made it public. . but we didn't do that because of various considerations. In the end, that may have been a good thing, but I wonder what would have happened if the design team had come forward. (laughs).

When you are buying, you look at items from various brands, but do you also look at the "people" who are designing the items?

Fujibashi:This is very important. I look at "people" and "objects" with the same level of intensity. It is better to be able to say, "This person is the reason why this collection is the way it is. If one or the other is not consistent, the collection may not last long, or it may not expand, making it difficult to see its future.

In that sense, you said at the beginning that CCC is consistent, but since the "people" are not in the forefront, we have no choice but to compete with "products.

Fujibashi:Clothes that I buy even though I don't know who is doing them have that much strength and longevity. It may be what is required in this day and age for a person to be visible and influential, but since the items are viewed through that person's filter, their value is likely to fluctuate. CCC" is not easily influenced in this way. This may weaken the power of instantaneous transmission, but it has the advantage of allowing people to see the brand from the front. I think that is a very positive thing.

What are your expectations for CCC in the future?

Fujibashi:I would like to see them evolve while carefully preserving the concept that has existed since the beginning. They have been working in the middle of Tokyo for a long time, so I would be happy if they could make us happy while responding to the demands of that context. I hope that they will continue to stand firm in what they believe in.

Kyouhei Fujihashi
He joined the company in 2002 and worked as a sales staff member before moving to the Merchandise Department in 2010, and in 2018 he became the men's brand director of Beauty & Youth United Arrows.

Photo_Kazunobu Yamada
Text_Yuichiro Tsuji