To celebrate the addition of Japanese menswear brand to the basement we asked one of its co-founders (and one of the best-dressed in the business) how you start such a cool brand. And where to go for some cool disco music in Daikanyama.
I joined GOLDWIN, the Japanese sportswear company back in 1982. After just one and half years of working in the marketing department, I was assigned as a brand manager and designer of HELLY HANSEN for Japanese market. That would be my role for the next 18 years.
Primarily I had a strong intention of establishing an original brand ever since the beginning of my career. In 2001, the company embarked on a new business development, which was a kind of collaboration business in between sportswear and fashion apparel. Then I met Imaki who is my partner at Nanamica. He too was confident of our potential to create and offer something truly unique.
I think you would see some historical outdoor lifestyle brands in Japan even without GOLDWIN’s penetration in the early 1980’s. I do believe GOLDWIN took that category to another level by adding high-level of products, design sense and retail environments.
Both myself and Imaki, my partner, love the sea. We always intended to have something marine-oriented name and initially our idea was ‘Seven Seas of Rhythm’. However, it was not so easy to use as a brand name since it was long and ‘Seven Seas’ and ‘Rhythm’ were difficult to register. After some lengthy discussion, we finally decided on ‘nanamica’ which loosely translates to ‘Houses of Seven Seas”. It was easy for us to register as a brand too.
Yes, I do have an interest is designing both furniture and even houses themselves. I don’t know my capability but I really enjoy these aspects when thinking about and designing concepts for our stores.
It’s a little embarrassing to think back to my teenage years to be honest. It can be divided into three parts:
1st part was ‘IVY’ style/American college style. I enjoyed brands such as ‘VAN’, ‘Kent’ and ‘Bass’.
2nd part was ‘Continental’ style/European sophisticated style, Including brands like ‘BIGI’, ‘Grass’ and ‘Opelka’.
3rd part was ‘California Surf and Outdoor’ style, which needs no further explanation. I enjoyed ‘California Tee’, ‘Levi’s’, ‘FARAH’, ‘Converse’ and ‘Sperry Top-Sider”
I have been busy trying and testing our own products since we started out. Nanamica must be highly functional and durable too. Although I don’t wear the brand often, I do sometimes grab garments designed by Junya Watanabe.
We are still a small company. There are currently only 23 people working with me. All members work very hard and are genuine. In the future, I am expecting one or some of them to create the next generation of Nanamica.
I personally don’t to intend to maximize the size of our company. Obviously, business sometimes requires a certain size of volume. However, I would be happy if the size of company is enough to do whatever I want and afford to maintain my team’s life and plans. What I intend to do next is have ‘nanamica’ [houses of seven seas] in each region so we can communicate our message with people worldwide.
A Night in New York
Shake Your Booty
Do You Love What You Feel
She’s A Super Lady
Through the Fire [GTX MIX]
Do You Love Me?
P.Y.T.
Clap Your Hands Together
Treasure
Get Lucky
Smile
Relight My Fire
You Make Me
Paradise
You Are the Universe
Love Never Felt So Good
My favorite spot close by our HQ in Daikanyama is ‘PB’ – a great record bar in Nishi-Azabu.
