A hoodie born from the question "Why?" [Interview Dialogue]

Artwork by "FrontDoorOffice.ink" has been dropped onto "hoodies", a must-have winter item.


Hoodie G
¥8,590JPY



Hoodie
¥10,590 JPY



Hoodie B

¥8,590JPY





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This article is a record of a conversation between Nakamura and designer KEIKO, prompted by the production of the hoodies currently on sale.

What is FrontDoorOffice.ink?
It is the activity name of KEIKO, the designer of the barber cape, who creates artwork and apparel based on the ideas that overflowed during her design of the barber cape. The name was born from her workspace, which is at her front door.

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*This article is in a dialogue format, sospeeches are color-coded.

Nakamura:
Please tell me a little about this hoodie.
You didn't decide to make a hoodie from the beginning, did you?

KEIKO:
That's right.
What I had at first was not so much the type of clothing as the feeling I had when designing.

Nakamura:
What kind of feeling was that?

KEIKO:
When I think about it,when I create something,it always starts with "why?".

Since when was that?

It was when I was a child. I enjoyed the feeling of wondering "why?" itself.
Back then, I didn't have a smartphone, so I wrote my questions in a notebook.
It was called the "Why Why Notebook." It was a revolution (laughs).
It was a notebook with a very straightforward name, but I still vividly remember feeling like I had a second brain.

Was that notebook meant to provide answers?

No. It didn't have to provide answers, and since I was a child, I simply enjoyed the act of writing. So I just wrote down anything I wondered about.

Even if you weren't finding answers, wasn't it quite a lot of effort to keep writing in the notebook?

It wasn't difficult at all back then.
In fact, I couldn't help but write.

But as I grew older, that time gradually decreased.

Yet, strangely, the questions themselves never disappeared. It felt like the "whys" I hadn't confronted would reappear as if they were waiting for me after some time had passed. I think there are many people who have similar experiences while working or raising children.
One day, I suddenly thought, "I enjoyed it more when I truly faced things."

So that realization led to something changing in your design process or becoming important to it?

Rather than making a big change from that point, I simply started to make sure I took the time to think with the questions still in place.

The "?" motif I use in my designs is also an extension of that.
It's not so much a special statement as it is a mark to remind us not to forget how important this element is to us humans.

That's why this time, I expressed that "?" by incorporating it into everyday items.

Is that how it came to be expressed in the form of a hoodie?

Yes. When I'm finishing a design, I work in my workspace at the entrance to concentrate.
It's kind of like an outdoor space, so it's quite cold, to be honest. In the middle of winter, I feel like my ears are going to freeze off (laughs).
That's why it's a hoodie. The hood is essential.
For me, it's the clothes I naturally reach for to work in that environment.

This time, with the hoodie, it's closer to the feeling of designing the environment and background into the apparel, rather than just the garment itself.

Finally.
What kind of feeling do you hope remains with people through this hoodie?

I think continuing to ask "why?" is a very personal thing.
But at the same time, I feel it's a very important element for us humans.

The "why?" that resonates with each person is completely different. It could be about work, personal relationships, or even how one lives their life.
I believe the content of those questions shapes a person's individuality and identity.

And when we confront those questions, we should always strive to be peaceful.

Even if we put it off due to busyness, the question seems to remain somewhere.
Therefore, "why?" is not about special talent, but a feeling that exists in everyone.
I hope this hoodie can be a trigger for people to reflect on the questions within themselves.
I would be happy if people could value keeping their questions alive and living uniquely in their daily lives.

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KEIKO, the designer, somehow always works at the entrance of her house.

Even though there is a comfortable desk inside her home, she deliberately places herself in a boundary-like area (the entrance) between inside and outside, and lets her thoughts wander.

All of Nakamura Shoten's designs are born from her slightly mysterious and unconventional style.

What we have consistently advocated since 2014 is "the liberation of identity."

The barber cape, a symbolic product, is not just a "cloth to keep hair off."

We believe it is an attire that allows customers who wear it to intuitively feel "this is me" when they see themselves in the mirror, and it is a medium that expresses the pride of that shop.

The development of "fractal design" for everyday items like hoodies and teacups this time is an extension of that idea.

As the name fractal (self-similarity) suggests, we wanted to scatter opportunities to liberate identity not only in the special space of a barbershop but also in fragments of daily life, such as when drinking tea or walking down the street.

So, what exactly is needed to liberate identity?

I believe it begins with "metacognition."

 It's about objectively observing yourself, realizing what brings you comfort and what makes you feel uneasy, and becoming aware of the unconscious frameworks that constrain you.

Just as KEIKO draws designs while feeling the wind at her front door, or at the moment you pick up a fractal design product.

"Ah, this is what I was looking for right now."

Such a small realization can be the first step towards reclaiming your true self.

Nothing would make me happier than if Nakamura Shoten's products could awaken your metacognition and become the "key" to unlocking your suppressed identity.

Representative, Hiroshige Nakamura

View FRACTAL UNION products, including hoodies