A circle of friends connected by gootouch! The “FIST BUMP” corner of the radio program “GRAND MARQUEE” features people who live and enjoy Tokyo in a relay format.
On May 31, fashion stylist/shop director Shohei Higashi was introduced by “TEN CLUB” owner Takeshi Shimizu. Shohei Azuma, fashion stylist/shop director, will appear on the show. After working as a popular store staff at “BEAMS HARAJUKU”, Mr. Azuma has been involved in a wide range of activities. We asked him about how he became a stylist, how he opened “deer nakameguro” while working as a stylist, his recent fashion obsessions, and other topics.
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Offered by her stylist mentor to become an assistant
Celeina (MC): Azuma-san, I saw in your profile that you were a popular store staff at “BEAMS HARAJUKU”. Did you have any experience in selling things before you joined BEAMS?
Higashi: Yes, I did. I worked part-time at UNIQLO when I first came to Tokyo. After that, I worked at a vintage clothing store, and then at BEAMS.
Takano (MC): Were you originally interested in the apparel business?
Higashi: Yes, I was. But after I came to Tokyo, I was really into it.
Takano: I’m still fashionable today. I don’t mean to be rude to your stylist when I say fashionable.
Higashi: Thank you very much. I’ll take precautions (laughs).
Celeina: What made you decide to become a stylist after working on the staff of Beams?
Higashi: I was actually asked by my stylist mentor to be his assistant. I didn’t have a strong desire to be a stylist at all.
Celeina: So you were close with your mentor, or you had a relationship with him?
Higashi: Yes, I did.
Celeina: Do you normally accept an offer to be an apprentice? You must have seen a lot of talent in him.
Higashi: No, I think the timing was probably good.
Takano: I heard that your apprenticeship was about one year.
Higashi: One year. I think it was early.
Takano: And then you started your own business.
Higashi: Yes.
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What are the changes in fashion trends after SNS?
Celeina: While working as a stylist, you also opened a store called “deer nakameguro.
Higashi: I had no intention of opening a store, but after becoming independent, I just entered a declared state of emergency in Corona. I didn’t have any work at all, so I was working part-time at UberEats and so on. At that time, I was contacted by the owner of the store here. At first, I worked with him on a photo shoot for another brand’s look. The store space was empty, and I was asked if I would be interested in doing a pop-up for a month or two. I didn’t put much effort into it at all. I didn’t put much effort into it at all, but somehow it sold well, partly due to the wave of the times.
Takano: Isn’t it amazing? It’s like you just had a good sense of relaxation and decided to do it on the spur of the moment, so it’s your talent.
Higashi: I was just lucky to have the right people around me and to be lucky.
Takano: No, but I think it’s wonderful that you seem to be able to swim around the city of Tokyo in a free form way.
Celeina: You’re really taking advantage of it. Did you have any experience working as a stylist and opening your own store at the same time?
Higashi: As you just said, I think it’s good that I can do it without putting too much effort into it. It’s the same as in sports, but I think it’s better to relax when you are not exerting yourself too much. I also work as a stylist for the look of the brands carried in the store, and since I also run the store directly, I am able to listen to the customers’ opinions and hear what kind of photos sell better and what kind of photos appeal to them.
Takano: That’s great. It’s like a mutual interaction.
Higashi: It wasn’t my intention at all, but as a result, it turned out that way.
Takano: By the way, do you have any trends in the fashion industry this summer, or any trendy items?
Higashi: Y2K fashion continues to be in vogue, but recently, for example, even though red is said to be in vogue, I feel that it is surprisingly out of fashion. Perhaps it is because of the spread of social networking sites, where people with various influences are sending out messages, so it is becoming more segmented.
Celeina: We are in the music business, and if you apply it to music, it fits perfectly. I would say that various things are becoming popular in various places little by little, without being bound by genres.
Takano: That’s right. Powerful artists say, “This is what I like! and then, regardless of the trend, it spreads and spreads again. Do you yourself have a particular style that you like?
Higashi: Styling, the theme I’m wearing today, is a little bit like American kids.
Takano: It’s like the Simpsons, isn’t it?
Higashi: It’s not cosplay, but that’s what I’m in the mood for right now. It’s more like fashion that isn’t fashion.
Celeina: I see. Rather than starting with the items, you start with the theme.
Higashi: That’s right. I start from the style. Rather than saying, “I want to wear this,” I decide on an overall theme within myself.
Incorporating unfashion into the styling
Takano: Including the theme setting, is there anything that you think is popular these days, Azuma-san?
Higashi: I brought a book with me today, and I’ve been getting hints from this book called “(un)FASHION” recently.
Celeina: What kind of book is it?
Higashi: The contents include ethnic costumes and so-called “uniforms” of various countries.
Celeina: Like yukata in Japan?
Higashi: Yes, that’s right. And also work clothes, like yukata or suits in Japan. I was really attracted to African ethnic costumes, which have a bit of a modern look, and a personal, native strength that is not bound by trends. If I were to walk down the street in these outfits, I might look out of place, but if I were to match them with the trendy New Balance sneakers, for example. Of course, you can’t find clothes like this on the market, so I would find something close and combine it with something else.
Takano: So it’s like incorporating a part of something.
Higashi: Yes, I do. I also take hints from the sense of balance and size.
Takano: I want to learn this, as a fashion.
Celeina: It’s interesting. It’s like looking at history instead of trends, isn’t it?
Takano: That could be interesting too.
Celeina: Now, at this point, may I introduce one song that Azuma-san has chosen for us to listen to together at this time?
Higashi: It is “Summer Reminds Me” by Nariakira Kobukuro.
Celeina: Why was it chosen?
Higashi: I don’t know that much about music, but I asked a lot of my friends who like music. I think the title of the song is about the end of summer, but I chose it because it is close to the feeling of that time of the year, and also because Mr. Obukuro is a bit of a seasoned musician.
Celeina: Let’s listen to it together.
Celeina: Now, “FIST BUMP” is a circle of friends connected by gootouch, so we are asking you to introduce your friends to us, who would you like to introduce to us, Azuma-san?
Higashi: It’s Akira Morikawa, the designer of a Japanese bag brand called “yorozu.
Takano: What is your relationship with him?
Higashi: We are business associates, and we also hang out in our private time.
Celeina: From work?
Higashi: That’s right.
Celeina: When the two of you meet, do you have drinks together?
Higashi: Yes, we usually go out for drinks. She is about 8 years older than me, but she is a very nice person and treats me well.
Takano: In a word, what kind of person is he?
Higashi: He is exactly like an unfashionable person.
Takano: I’m interested in the fact that you are an unfashionable person while running a backpack brand.
Celeina: Thank you very much. Tomorrow, we will be joined by Akira Morikawa of yorozu, a bag brand. Today we welcome fashion stylist/shop director Shohei Azuma. Thank you very much.
Higashi: Thank you very much.
GRAND MARQUEE
J-WAVE (81.3FM) Mon-Thu 16:00 – 18:50
Navigator: Shinya Takano, Celeina Ann
