A certain shop owner in Europe described the clothing of "STILL BY HAND" with the term "Unique Basics." Plain, simple, yet delicate. The design work of Yusuke Yanagi, who oversees the brand, is filled with such keywords. This time, we will delve into the brand's worldview while introducing items from the fall/winter 2024 collection.
The Brand Started with 6 Types of T-Shirts
Although STILL BY HAND has expanded not only in Japan but also in various countries, what was the catalyst for the brand's inception? Let’s hear about its origins."We started in 2000 with 6 types of T-shirts. An acquaintance's brand invited us to collaborate at a trade show, which was the beginning. Gradually, the lineup expanded, and by 2008, we became what is now known as 'Style Department,’ by which time we already had a full lineup of offerings."
Exploring Yanagi's Design Work
Next, we will explore Yanagi's design work, discussing how his design ideas are generated and how he builds the brand's worldview."I start by asking myself what I am currently interested in. To organize my thoughts, I keep photos stored on my smartphone and write down my feelings in the notes function while sorting photos as part of my daily routine.
"In the past, many designers had scrapbook or collage books, and I still keep the ones I used back then, but now I jot down ideas on my smartphone as soon as they come to mind. However, turning daily ideas into tangible concepts is just a small part of the overall process; I find that I get many ideas while at museums, for instance.
"Recently, I visited the Guggenheim Museum in Bilbao, Spain, which was an amazing place. It had everything from abstract art to pop art, showcasing a wide variety of genres. It made me realize that I was drawn to art genres I typically don’t pay attention to, and sometimes the opposite happens, too."
"A Color Palette that Isn’t Too Obvious" & "Designs that Are Simple Yet Unique"
Now, I would like to discuss how STILL BY HAND creates products for the fall/winter 2024 season. They do not establish a theme for each season. So how do they compile the collection?"We don’t clearly create themes for each season, but since our exhibition starts in Paris before Tokyo, once the collection is assembled, we discuss the completed samples with our sales team and articulate them together.
"This season, themes resembling 'A Color Palette that Isn’t Too Obvious' and 'Designs that Are Simple Yet Unique' play a crucial role.
"In creating 'A Color Palette that Isn’t Too Obvious,' we focused on making tops with more uniqueness and carefully proposed colors for bottoms that aren’t commonly found, ensuring that the coordination remains easy. For the colors, we’ve incorporated nuanced shades of charcoal and gray, which have been central colors for several seasons, and introduced a gradient of brown shades into the lineup."
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