POP-UPS
Since establishing my brand, I've repeatedly held pop-up shops, as I don't have a physical store, to let everyone experience the finished garments there.
Last year, in 2022, together with the Taiwanese brand Remake by yi, we embarked on a two-month tour of Japan, from Hokkaido to Fukuoka.
While it was fun, I believe it was also a fruitful tour with many challenges and points for reflection.
When holding solo events, that's not always the case. I often wonder if I could have done better, or communicated more effectively.
I build hypotheses based on data. While the best I can do is a conclusive hypothesis, it's better than doing nothing.
Within reach of my voice
Releases, pop-ups, and communications. Repeating these for about three years has led to many encounters with people.
People who make clothes, and people who select vintage items.
Since I started communicating and since I started HLVTC, I've met many more people, including customers, and creators and curators each express themselves independently.
Their approach to creation and selection is very stimulating, yet each has their own struggles.
Communication methods also require ingenuity, and maintaining them continuously can be quite demanding.
While it might gradually expand, the reality is that the reach of my voice is currently limited to this extent.
How many designers are naturally good at communicating and eloquent?
Many are shy and taciturn. Their true desire would be to focus solely on creation.
History is a teacher
New people I've met, people I've connected with over the years. My thoughts revolve around them.
I am fortunate to be blessed with good people.
Suddenly, "Hyper Hyper" which existed in 90s London, comes to mind.
It was a name I often heard during the time I was desperately searching for interesting and well-structured vintage clothing. I decided to delve deeper into it.
Hyper Hyper was a place where creative designers and artists operated individual shops, exhibiting and selling their unique products and art.
Even further back, in the 80s, there were places like The House of Beauty and Culture and Kensington Market, which is said to be the predecessor to Hyper Hyper.
While experimental and avant-garde things existed, I was intrigued by the existence of these places that became slightly more commercialized.
This market was a very popular place where talented individuals from different creative fields such as art, fashion, and music gathered to share new ideas and trends.
It's a shame it no longer exists. I used to think, "Japan needs something like this, I wish I could have seen it," but then the dots connected. I should organize it myself.
Do it yourself
DIY spirit, I'm a punk fan, so I naturally possess that spirit.
First, since no participants have been decided, I started by quickly securing a venue. Since I've booked it, I have to do it.
People I met last year and this year, and people who have been close to me over the years.
They create things or express themselves. I wanted to create a place to present and sell all of it.
Hyper Hyper existed in 90s London.
Considering its influence on the creative scene, its connection to counter-culture and the underground scene, and its antithetical meaning to the current fashion scene, I decided to carry on its original spirit and hold the event in Tokyo.
So, I named it "Hyper Hyper Tokyo Underground Collective."
I also created an Instagram account, so I'd be happy if you followed it.
Quiet exhibitions just for brands, events just for vintage clothing, club events too.
I like all of them, but I want to achieve "I wish it were a bit more like this" for all of them.
The first event will be held on Saturday, November 18th and Sunday, November 19th, 2023.
And we will continue this event, making it larger and stronger.
To gather people through the power of creativity, to allow both veterans and newcomers to express themselves in the same way, and for each to take home wonderful experiences and value to further improve their own businesses.
And for those who visit, let's experience our products and selections that you normally can't see all at once, and expand our network through communication.
Absorb inspiration and energy here, and then return to your respective daily lives when it's over.
Fashion and culture should inherently be freer.
First, one step.