"NEUTRALWORKS." is a conditioning brand that aims to keep your mind and body in a neutral state, ready to move at any moment. The brand has partnered with the management company of the home stadium of the Hokkaido Nippon-Ham Fighters, "ES CON FIELD HOKKAIDO," to provide staff uniforms and sauna wear.
This article delves into the origins and initiatives of the brand, introduces its sauna wear, and explores the future visions of "NEUTRALWORKS." as explained by the brand's director, Gakuto Otsubo.
Starting as a Shop Business and Evolving into a Brand
Originally launched as a shop business in 2016 in Gaienmae under the name "Neutralworks." Gaienmae, Omotesando, and Aoyama are often associated with fashion, but they are also home to sports landmarks such as the National Stadium, Jingu Stadium, and Chichibunomiya Rugby Stadium. Otsubo elaborates on the brand's origins:"Sports are often seen from a competitive perspective, but I believe there is also an aspect of aligning 'mind and body' through physical activity, beyond just training and competing. That's why we started as a select shop offering items that help align oneself before and after sporting events for those going to stadiums or coming back from a game.
"In addition to retail, we also ran a café and conditioning room. However, we wanted to expand the concept of aligning 'mind and body' regardless of whether we had a physical store. Thus, we officially launched as a brand in 2021. From 2022 onward, products under the 'NEUTRALWORKS.' brand started to roll out."
Currently, under the concept of 'aligning mind and body through a sports lifestyle,' the brand is divided into four categories: "MOVE" for physical activity, "WORK" for work attire, "SLEEP" for sleepwear and bedding that occupy one-third of the day, and "PLAY" for leisure activities.
"We call the state of being 'READY,' aligning 'mind and body' so that one can move at any moment. We continue to explore how to achieve this neutral state as we develop items and expand our brand," explains Otsubo.
Creating Corporate Uniforms in the "UNIFORM PROJECT"
While the original items are performing well, "NEUTRALWORKS." also supports corporations and organizations involved in sports and health activities by creating uniforms through the "UNIFORM PROJECT."One notable project is the creation of uniforms for staff working at the new ballpark of the Hokkaido Nippon-Ham Fighters, "ES CON FIELD HOKKAIDO," which opened in March 2023. Otsubo shares insights on this project.
"Just as athletes look sharp in matching uniforms, corporate uniforms designed by 'NEUTRALWORKS.' are functional and have a calming design that fosters a sense of unity within the company. That's how this project began.
"When the 'ES CON FIELD HOKKAIDO' project kicked off, the stadium aimed to blend the community, stadium, and team seamlessly at its location in Kitahiroshima City, Hokkaido.
"The 'ES CON FIELD HOKKAIDO' side also wanted to establish the stadium as a place where visitors could enjoy various amenities even on non-game days. To achieve this, they brought in shops like 'THE NORTH FACE,' which our company operates, and other attractions.
"Following this trend, we proposed making uniforms for team personnel and stadium staff at 'Neutralworks.'
"The project was fun, but since we incorporate the logos in the same color, it’s hard to tell from the outside that they are 'NEUTRALWORKS.' wear," Otsubo laughs.
Currently, it’s interesting to see both the grass maintenance staff and the team personnel, known as the front office, wearing the same "NEUTRALWORKS." wear at the stadium.
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