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Craft Beer Born From the Apparel Scene: DD4D at the Crossroads of Local and Culture
In the regional city of Matsuyama, there's a craft beer spot that's a little out of the ordinary. It began as an apparel shop and has evolved into DD4D BREWING, a destination for beer enthusiasts and creators from across Japan and around the world. Here, visitors who come for the clothes find themselves naturally grabbing a beer, while those who come for the beer end up trying on a new outfit.
Fashion and craft beer. While they might seem like worlds apart, the seamless coexistence of these two genres in one space is what makes DD4D so unique.
PROFILE
Keita Yamanouchi
CAPTAIN & Representative Director, JAPANDEMIC COMPANY Inc.
Born in Matsuyama City in 1989.
After a stint in accounting at a major manufacturer, he couldn't shake the memory of brewing beer abroad during his student years. In 2016, he made the leap and became a craft brewer.
He launched DD4D BREWING in his hometown in 2019. Alongside a diverse, international team, he now distributes kegs and canned beers across Japan and overseas, frequently engaging in collaborations that transcend industry lines.
He often says, "I want us to keep tackling the things we love at our own pace, without pushing too hard, always grateful for the encounters and coincidences that come our way."
The Leap to Craft Beer, Born from the World of Apparel
DD4D's roots lie in the family's apparel business. But this isn't a simple story of starting to make beer just because he liked it as much as he liked clothes.The shop was spacious, leading to an excess of inventory. Unsold clothes would be marked down for sale the following year, only to be replaced by new stock—this cycle felt wrong and became a crucial turning point. The solution? Physically cutting the store in half. The question was what to do with the newly freed-up space. Craft beer was one of the answers.
Crucially, he established the brewery as his own company, completely separate from the family business in terms of capital. While continuing under his parents' company was an option, he chose not to. Adopting a "business is business" mindset, he shouldered the risk independently. His decision to invest his entire savings and secure a bank loan for the equipment was a move that could only have been fueled by a pure, unadulterated passion for beer.
A New Kind of Connection: Browsing for Clothes with a Beer in Hand
At the DD4D store, you can enjoy a beer right from midday. The shop is open from 11 AM to 8 PM. While these hours might be a bit unconventional for a clothing store, the addition of beer transforms the character of the space.
The experience of "browsing for clothes while drinking" feels surprisingly natural. While shops with adjoining cafés are common, the presence of beer loosens the atmosphere just a bit. The pressure is off—including the decision to buy or not—and everything feels more laid-back.
Visitors who come for the beer end up buying clothes, and regulars who stop by for the fashion find themselves enjoying a drink. At DD4D, this crossover happens organically, without any contrived staging. It's less a calculated fusion and more the natural result of simply adding what the space needed.
DD4D's Brewing Philosophy: A Blend of Citrus and Experimental Spirit
DD4D takes an experimental approach to brewing as well.
Given its location in Ehime, citrus is an indispensable ingredient. The brewery actively incorporates local produce like Iyokan and Kawachi Bankan, earning a reputation in the industry where "citrus beer" is now synonymous with "DD4D."
Recipe design begins with envisioning the final flavor profile. Sweetness, bitterness, aroma, and alcohol content are all translated into precise measurements and processes to ensure consistency. The team eagerly takes on challenging ingredients like sake yeast, wood, and other adjuncts, refusing to shy away from something just because it's difficult. This persistent mindset of "how can we make this work?" is what has continuously broadened their range of beers.
A Widening Circle of Culture with Beer at its Core—DD4D's Activities Don't Stop at Brewing.
The brewery has collaborated with a wide range of fields, including novels, movies, games, and fashion brands. This concept of designing beer as a "gateway to an experience"—from a series linking stories to flavors, to labels with QR codes that connect to a game—is a testament to their apparel-world origins.
A consistent aesthetic runs through everything from their label designs to the staff uniforms. The outfits function as workwear but look perfectly at home on city streets. The annual group photo is a tradition to formally capture their cool factor. These meticulous details are what sharpen the brand's identity.
A Nimble Expansion, Starting Locally
For DD4D, the decision to remain in the regional city of Matsuyama is a practical one. Rent and fixed costs are manageable, and logistics don't pose a significant hurdle. Matsuyama Airport is just over an hour from Tokyo, so distance has ceased to be an obstacle.
They thrive in a laid-back environment, ready to sprint when necessary. This rhythm ultimately leads to sustainable creation. DD4D's beer doesn't make a flashy statement. Instead, much like their apparel, it's imbued with the philosophy and background of its creators. Born in a small corner of Matsuyama, this culture continues its quiet yet steady expansion.
What DD4D is creating isn't just another craft beer, nor is it a new frontier in apparel. They are crafting "products as culture"—items that, like their clothing, are meant to be appreciated for their entire context: the background, the philosophy, and the creators' stance.
While based in a regional city, they fluidly cross between disciplines, constantly experimenting and fostering dialogue. This very attitude is what defines the DD4D brand. Born from the local scene in Matsuyama, this hub will continue to forge new intersections, with beer as its starting point.
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