Hiroki Nishimukai, the influential founder of 2channel, has ventured boldly back to the forefront of public attention with the launch of his new fashion brand, "Mode in Japan". Coinciding with the establishment of the new company, made in Japan, the launch was officially announced on December 16, 2024, during a press event held in Tokyo.
The brand aims to showcase the exceptional qualities of Japanese textiles by introducing clothing made from 100% aramid fiber, renowned for its fire and cut resistance. Hiroki Nishimukai, often known simply as "Hiroyuki" among his followers, shared his vision of durable apparel capable of lasting for years with proper care. "I have always thought if I had durable materials, I could wear them forever," he stated, reflecting on the motivations behind this venture.
During the announcement, Nishimukai eagerly detailed the various offerings from the brand. The initial lineup includes short-sleeve t-shirts priced at ¥31,900, long-sleeve t-shirts at ¥37,400, hoodies for ¥59,400, and zip-up parkas at ¥70,400—each highlighting the unique benefits of aramid fiber. "This fabric is exceptional for its durability and resistance to damage; hence, these prices are actually quite reasonable compared to its life span," he added.
Nishimukai's company operates out of Nanao, Ishikawa, and was established with significant input from renowned textile maker Marui Textile, with whom he has formed partnerships. "The collaboration embodies the spirit of innovation and high quality,” explained Tomoyuki Miyamoto, the representative director of Marui Textile. “Mode in Japan will capitalize on the hidden skills of Japanese artisans, contributing to the global awareness of Japanese craftsmanship."
Interestingly, the fashion line not only focuses on functionality but also touches on aesthetic simplicity. Nishimukai explicitly mentioned, "I didn't want to place huge logos on our clothing. The focus should be on comfort and utility, rather than branding." His comments reflect the current fashion trends favoring minimalism, especially among younger consumers.
At the announcement event, Nishimukai performed live demonstrations, showcasing the product's claims of fire and cut resistance firsthand. He used a gas burner to demonstrate the fire-resistant properties of the t-shirts stating, "Although the dye may burn, the fabric does not ignite, demonstrating its inherent safety features." Such engaging demonstrations aim to inspire confidence among potential buyers, particularly those who may be wary of the price point.
The brand's commitment also extends beyond clothing, as Nishimukai expressed intentions to eventually branch out to food products, stating, "Next year, I hope to introduce durable food options as well." This perspective emphasizes his ambitious goal to present Japanese ingenuity to the world.
During the event, Nishimukai was also asked about the controversies surrounding public figures, particularly the recent "parkers for old men" debates sparked by his choice of clothing. He remarked, "People should wear what they feel comfortable in without concern for others’ opinions. If someone dislikes seeing parkers on older men, they simply need to avoid those spaces.” His stance poses questions about age-appropriateness and cultural perceptions of fashion among different generations, sparking more discussions on social norms.
The push for more durable, long-lasting clothing fits within larger conversations about sustainability and consumer responsibility. Nishimukai plans to produce these garments with minimal environmental impact, ensuring Japanese manufacturers uphold eco-friendly practices during production.
With plans for global outreach, Mode in Japan intends to bridge cultural gaps by putting premium Japanese products on the international stage. Nishimukai confirmed, "We are actively seeking partners who share our ethos of elevativity and craftsmanship." This open invitation highlights his dedication to collaboration, ensuring the brand captures the essence of Japanese quality.
Nishimukai's bold venture back to the spotlight as the face of his new brand is not just about creating clothing; it reflects broader narratives about identity, quality, and cultural pride. Mode in Japan might just be starting its story, but with such innovation and clarity of purpose, the world will be eager to see what Hiroki Nishimukai accomplishes next. Strategic production strategies along with market positioning could see this fashion line not only thrive domestically but across shores.
