SARA:When considering collaborations, are there certain criteria or checkboxes, like a particular vision that a brand or collaborator must align with? How do you go about selecting which brands to collaborate with, as I imagine there might be instances where you choose to collaborate and others where you decide not to?
HOSOO:I believe there's a considerable aspect of whether it personally resonates with you and whether you find it interesting.
KURO:Yes, it seems like it involves a lot of intuition and a sense of connection or resonance on a personal level.
HOSOO:Absolutely, collaborating with others allows us to create something beyond our own imagination. Originally, I came from a musical background. When I first took over the family business, the connection between music and our textile work wasn't apparent. However, lately, these elements are becoming more intertwined. In the end, I believe that expression, whether in textiles or music, is highly creative, and the difference between music and textiles is akin to the distinction between sculpture and painting.
SARA:The concept of luxury has evolved significantly in recent years. If we look at the time when Virgil Abloh was at Louis Vuitton, street elements started to be incorporated. Do you feel that things are changing? In the midst of this evolving definition and perspective on luxury, how is the Hosoo brand adjusting?
HOSOO:The definition of luxury has been rapidly evolving. It used to be more straightforward, associated with high prices and opulence, but now it's becoming more nuanced. There's a polarization happening where considerations such as sustainability and the use of quality materials are becoming increasingly important. Silks with a history of 6000 years seem to endure because it provides comfort. It's intriguing to find the future within the past and in the world of textiles, where you have a history dating back 9000 years, you have the privilege of connecting with that rich past. It allows for reflection and consideration of what the future should be like, not just looking back 1200 years as in Nishijin, but pondering over the next 100 or so and what that should entail.
SARA: Has this impacted in the world of craft?
HOSOO:Craftsmanship has been garnering global attention lately. The appeal lies in the fact that it can't be standardized or mass-produced like industrial products. Craftsmanship, with its focus on individualized and tailored creations, thrives by preserving the unique qualities of materials. In the past, when mass production wasn't possible, craftsmanship played a vital role. Now, with the integration of technology, it allows for personalized and optimal creations for each individual, even if it might not be as cost-effective as mass production. The emphasis is on providing products that can be used for a long time, evolving and adapting over time.
SARA:There is so much value in that.
HOSOO:Absolutely. For instance, comparing a 100-yen tea caddy that lasts for a year to a 10,000-yen Kaikado tea caddy that might break within a year, the latter, despite the higher cost, holds its value for over a century. We want to convey such values through our company and that's one of the reasons why we are engaged in this traditional craft. In a way, traditional crafts have become a counter-culture, akin to punk, as they represent a complete minority. It's a reaction to the overwhelming forces of mass production, consumerism, and the relentless advance of capitalism. The challenges lie in the inability to maintain harmony with the environment.
KURO:It's an approach that consistently considers counter-culture.
HOSOO:I love Punk so this rings true.
KURO:Those who contemplate such matters are undoubtedly the ones giving birth to culture.Culture is the same, isn't it? In high school, figures like Hiroshi Fujiwara and NIGO san emerged from street culture, not conforming to the traditional European design landscape. I vividly remember witnessing long queues on the release days of their T-shirts, and it seemed like creating a market was the key. Now, when you lift the lid, you find that almost all luxury brands are, in a sense, influenced by those individuals. It has become mainstream in today's world, and I'm curious to see what will come next as a counter to this trend.
