A designer's half-life and HLVTC

A Designer's Life and HLVTC

Hello everyone. I'm yossy, the designer of HLVTC (Helvetic).
I've decided to start a blog.

I aim to keep things as organized as possible, as "talking" has a live feel, while "writing" is better for organizing thoughts.

I've mostly summarized things in the "About Us" section of the website, but since it's a summary, I'll include more details here.

I'll be writing about everything up to June 2023 in one go, so it will probably be long.

If you have nothing better to do, I'd be delighted if you read it.

A Designer's Upbringing

I was born in Miyako City, Iwate Prefecture, the youngest of three brothers in a family that owned a sushi restaurant.

Miyako City is a rural town located at the easternmost point of Honshu, known for its abundant salmon catches and about a two-hour drive from Morioka Station, which has a Shinkansen line.

In an era before the widespread use of the internet, my main ways of connecting with the outside world were magazines and music.

In elementary school, I was into dance music and drum and bass. In junior high, I got into Visual Kei, digging for obscure indie music that no one else knew, which boosted my self-esteem by feeling like I was in touch with things others weren't. I was a bit of a gloomy person with this tendency.

I would use my allowance to buy CDs and pore over the booklets, looking at the artists' hairstyles and outfits during live performances, and my desire to become like them grew daily. However, I was chubby, had a crew cut, and wore glasses, so I was far from looking like the artists I admired.

As junior high was nearing its end, I was filled with a burning passion, thinking, "Now's my only chance to change my image!" I grew my hair out, got contact lenses, and went on a diet.

After graduating from junior high, getting rid of my crew cut and glasses, I entered high school and was surprised by how differently people reacted to me.

I was moved, realizing the power of a hairstyle. I was into punk rock at the time, admiring the people behind that music. My enjoyment of fashion grew as I repeatedly ripped my clothes, attached hundreds of safety pins, and studded them in various ways.

My mother worked as a seamstress, so I would draw the ideal knit hat shape for her to make, or ask her to change the silhouette of my school uniform. It was then that I first discovered the joy of bringing ideas to life.

However, amidst all this, I became increasingly isolated mentally.

I had few friends who understood me, and wearing slightly different clothes made me stand out negatively in a local environment with strong insider jokes.

Evaluation criteria, passive education, a narrow world, anxiety about being in the countryside, overconfidence in myself, and unstoppable curiosity. Days passed in悶々とした (momon to shita) unease, feeling out of place.

It was at this time that I, who was only ever passionate about beauty, music, and fashion, had to choose a career path.

When translated into professions, it was either fashion designer, musician, or hairdresser.

These were my only interests, and I absolutely did not want to do "labor" unrelated to them. So, racking my brain, the only profession I could think of that my parents might understand and that was also a national qualification was a hairdresser.

Looking back, the other two definitely wouldn't have been understood, so I might have subconsciously chosen the one that was easier to talk about.

But in my heart, I had decided.

"Once I'm on my own, I'll be free. I'll definitely do the rest later."

And so, after graduating high school, I moved to Tokyo. At 18, I left home and started working at a hair salon while attending a beauty vocational school as a correspondence student.

Fashion is a Ticket

In the early 2000s, street style photography was all the rage.

If you dressed stylishly and went to Harajuku, got your photo taken, and appeared in magazines multiple times, you could become famous overnight.

If you were a regular in street style photos during beauty school, it was easier to get a job at a famous salon.

If you were in apparel, it was easier to get into famous select shops or your desired workplace.

Fashion truly served as a ticket to a desired future.

Omotesando was bustling like a runway, and I spent my limited days off meticulously planning my outfits and frequently visiting the area.

Though I was featured a few times, I never became famous in that scene, and I found myself feeling frustrated again.

Irreversible Loss

Time passed, and I was leading a rather busy life as a hairdresser.

I worked as part of the backstage team for apparel brand photo shoots, Tokyo Collection, and other shows, and I also styled models' hair for shoots in a New York studio.

On March 11, 2011, the Great East Japan Earthquake occurred, and my hometown, Miyako City in Iwate Prefecture, was engulfed by a massive tsunami.

I contacted my company, used my paid leave, and returned to my hometown in early April. I was stunned by the scene, as if a bomb had dropped, and volunteered at evacuation centers, cutting hair.

Even if I cut hair, it wouldn't fill their stomachs. I wondered if there was any meaning in doing this, and thought they might dislike it, but then an old woman approached me and asked, "Are you going to cut hair?"

I replied, "Of course!" and started cutting, and she cried tears of gratitude.

I, who had never been thanked so much by anyone, also burst into tears.

Looking back, it felt like I hadn't really been acknowledged by others before.

From then on, many people from the evacuation center came, and I kept cutting hair for about 9 hours, making them wait.

Perhaps I was able to help people in my own way with this skill.

I realized again that it was a valuable job.

A few years later, my mother passed away at 68 due to illness.

She had never been on a plane, and I was just about to surprise her with a trip. I still regret not being able to do anything for her, as I had only caused her worry and trouble.

When I visited my mother in the hospital, she said, "You're wearing nice shoes," when I was wearing Rick Owens shoes.

My mother looked at things based on their quality and design, not their brand.

Because of her influence, I still try to wear nice shoes that I like.

Everyone, where did you go?

On my days off, I still go look at clothes and scour the internet for information...

I was suddenly struck by the fact that what I was doing hadn't changed in over 10 years. I contacted friends who used to be as passionate about fashion as I was, and they said they mostly wear outdoor brand clothes now due to changes in their lives and environment.

We talked about how many of those brands are wearable in the city now, and I felt a vague uneasiness around my diaphragm.

I also realized that as I've gotten older, I don't wear heavy clothes, boots, or restrictive clothing as much, and that also made me feel a sense of unease.

Where are the people who were so passionate back then? What brands are they wearing now? Or have they moved beyond brands? Where did they find peace with that?

Did they quit fashion?

Time had passed. The distance between people is not constant, and nothing can remain the same.

Familiar sights disappeared, and people I thought would live longer were gone.

Time flows in one direction and is irreversible. It flows at the same pace whether you're idling or rushing.

Am I living as if I'll live for hundreds of years? There are still things I wanted to do, and perhaps I can do them now.

I became independent and decided to start a brand.

Oh, Fashion Victim

I'm not continuing with fashion; I simply can't quit it. I'm an addict.

There's a subtle difference between actively doing something and not being able to stop.

Sometimes people tell me, "You're so different," but I haven't changed. You're the ones who've moved on. I'll pull you back in.

I consulted with a designer friend whose hair I had styled for a shoot, and we decided to start by making T-shirts.

I wanted them to be stylish and highly functional!

We produced a certain quantity, and thanks to my friends who bought them, they all sold out.

Oh, maybe this could actually work.

I have conviction. I am absolutely confident in my ability to discern between good and bad.

Don't underestimate a fashion addict who can't quit, even if it means maxing out credit cards, accumulating debt, having electricity cut off, or buying things worth more than their monthly salary.

Even as a new designer, I have life experience. I just need to gather people around me who are far more talented than I am.

Nothing, nothing, nothing.

But there's a problem here.

The fact is, I'm completely unknown and have no connections.

I definitely wouldn't buy from some unknown person with no credentials who says, "This is my brand."

Knowing industry bigwigs... zero.

Abundant funds... only a small amount of savings I've gradually accumulated.

First, I need to market myself.

I'll dedicate one year to marketing.

The only way to get known is through social media.

I don't have my own brand yet, so I'll share my values and expertise.

No designers are on YouTube, so I'll brand the genre I want to propose as "tech fashion."

After some time of sharing, my partner prompted me, "Why don't you hold an event?"

I hesitated, saying, "What if no one comes?"

"Go for it! I'll invest in the POPUP."

Spurred on by this angelic voice, I narrowed down my first collection to 5 items and decided to produce a significant quantity.

I wanted to be particular about the materials from the start, so I imported deadstock materials like Dyneema and GORE from the US personally.

This was a large sum for me.

Seriously, if it flopped, it was over. I probably wouldn't be able to make clothes again.

The POPUP I started this way was a success, and I was able to make the next collection.

This is how I got to where I am today.

My partner has helped me at crucial moments.

I'd like to take this opportunity to thank them. Thank you always.

What is HLVTC?

The origin of the brand name is introduced in About us, so I'd be happy if you could read it as well.

Clothes that allow you to continue the fashion you've been passionate about.

If something is functional and sophisticated, it can be both comfortable and stylish.

Could this be a type of fashion that can be pursued for a lifetime?

Perhaps this is the ultimate destination for me, who has become an addict in the universe of fashion.

As I repeatedly produced and met various people and conducted research, I came across small quantities of deadstock materials.

These materials are of very high quality but are not put into mass production because they are in small quantities.

Materials are very important to HLVTC.

A brand that is agile wants to tackle this challenge.

And then there are the materials developed experimentally by manufacturers.

Many of these are very unique, and often they are one-of-a-kind.

Recalling that I used to like bands with experimental sounds, I bring these materials to life while solving various errors. HLVTC has an obligation to take on challenges.

I believe that by making good products, taking on challenges that are difficult for large companies, and creating clothes that update daily life, and growing the brand, I can give back to everyone involved.

HLVTC is truly the culmination of my fashion philosophy.