Page 21 - October 2020

nanamica NEW YORK

nanamica DAIKANYAMA
nanamica NEW YORK
Uniting Function “We hope that in the long-term our

products can be seen as tools to help

with Fashion support the lives of our consumers”

nanamica mixes fashion and function at a high level and

proposes timely standard wear with a neutral design that
transcends genres, ages and genders. Here, RLI sits down

with company CEO Eiichiro Homma to discuss the
company’s recent expansion outside of Japan and what the
future of the company is in these unusual times.

nanamica TOKYO

n outdoors-centric casualwear fashion label brand facility, adjust the volume of production to avoid surplus products In the last few years in particular, the increased presence excellent additions to the nanamica family. They are all
based in Tokyo, Japan, nanamica combines a classic in the market and release fresh information to stimulate our of social media on the internet has changed the world and capable, genuine and understanding and to the same degree,
aesthetic with performance-driven construction consumer’s mind,” explains company CEO Eiichiro Homma. affected the way that a lot of brands conduct business. In our customers and even our competitors have cooperated
A in a range of outerwear items. The brand has In the coming months, the business is considering its brand terms of the brand, people who are not already customers with us and supported us.”
collaborated with the likes of The North Face, Champion store to be not only a point of sale, but also a showroom for can be accessed, while people who are already customers Since the beginning, the ethos of the company has been
Japan, wings+horns, and Clarks. consumers. With this consideration, Homma believes what they can be updated on the company’s latest news and products to be a major player in the market with its high-level mix
With a focus on practical design, and with utility and sports should be focusing on is launching a mix of retail, showroom in an instant. of fashion and function, and this is set to continue in the
as key mantras for the brand, the company makes functional and online in each continent, so that they would have platforms When talking about the customers who shop at nanamica, coming years.
clothing from innovative fabrics. and could communicate with consumers all around the world. Homma highlights that they have been creating their products When looking ahead, Homma feels that in Japan, the
The company currently operates four stores in Japan and they “We are thinking of new values and a new way of life here through the same methods that they started with back in population has started to decrease and that the younger
recently opened their first boutique outside of Japan in SoHo, at nanamica. As we are currently a small company, we must 2003. On a more personal note, Homma can draw on his 18 generations are somewhat conservative, and that they
New York. The US store opened its doors back on 23 August create a new value for the people whom we can reach via years of design experience for a leading technical sportswear seem to be consumed with just information and knowledge
and it was designed in collaboration with Japanese architect our current platform,” says Homma. company to help steer the company and position it as a without ever really experiencing reality or the world outside.
Taichi Kuma in the image of a ‘beach house’, expressing the free Supported by high-level fabric mills and advanced sewing brand with authenticity and power in the market. “We like to think that ‘fashion’ is not the most important
and relaxed feeling of the seaside, but with a distinctly Japanese factories, the business is currently a leading sportswear brand So what would Homma consider to be the key drivers thing in the world to a human being. Instead we feel it is ‘life’
aesthetic sensibility which highlights the products of nanamica. in the market and they continue to seek other combinations behind the brand’s success to date? that should be considered the most important thing,” says
“Our objective has not changed in the last few months, what of perfect fashion and the latest technology to create “I would say that without doubt it is the team. The new Homma. “We hope that in the long-term our products can
we are looking to do is improve our online store service and products that they believe can make people happy. members that joined the team in recent times have been be seen as tools to help support the lives of our consumers.”

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