BRAND CONCEPT
過去を知り、
現在を考え、
未来を創る。
生命と遺伝子の営みが、発生と進化と淘汰を繰り返し、
数多の愛すべき無駄を携えながら
最適な姿へと形を変えてきたように、
人の歴史と共に生まれた数多くのモノたちも
愛され、やがて消え、姿を変えながら、進化を続けてきました。
そして、今。
わたしたちは、こんな風に思い始めています。
そろそろ、「これこそは」と呼べるものが欲しい、と。
たとえば、THE JEANSといえばLevi’s 501。
しかし、この世界には未だ「THE」と呼べるものが
明確に存在しないアイテムも数多く残されています。
世の中の定番を新たに生み出し、
これからの「THE」をつくっていくこと。
世の中の定番と呼ばれるモノの基準値を引き上げていくこと。
本当に「THE」と呼べるモノを、生み出していくこと。
わたしたちは、そんなモノづくりを目指していきます。
We study the past,
Think about the present,
and Create the future.
The result of life and genetics has reached
its optimum form through a repetition of birth,
evolution, and natural selection–acquiring along the way
a countless number of beloved,
yet futile characteristics.
The multitudes of products that have been produced
throughout history have also evolved
through a similar cycle of being loved, fading away,
and changing forms.
Today, a certain desire has begun to stir within us.
It is a desire for products that can be considered
as the epitome of an object.
For example, it can be stated that
the epitome of “the jeans” is the Levi’s 501.
However, this concept of “the …” has not yet
been established with most other types of products.
To set new standards for products and create
“THE” product.
To raise the yardstick for things considered as
“THE” standard.
To create a product that is genuinely worthy of calling it
“THE”.
These are the factors we emphasize in our creative process.
We would like to invite you to incorporate some of
the newly born “THE”-s in your life.