For the past four years, I have been working as a watch repair technician and hosting vintage watch events with various stores. During that time, I have felt that the appeal of a store that is considered a "famous store" lies in the unique atmosphere created by the store owner and the comfort that comes with shopping in that space leading to new discoveries.
Based on these experiences, this time we will focus on the famous stores "Signs" (Kitaguchi) and "Debby" (Fujikawa) in Kumamoto, which is said to be a base for sending out fashion trends, and get to the bottom of their reality and secrets.
"Debby"
"Fujikawa's overwhelming sense and art, overflowing with love"
First of all, could you tell us what kind of experiences you have had and why you decided to start "Debby"?
Mr. Fujikawa (hereafter, titles omitted)
I used to work in the apparel industry, but I left it and took a break for about a year and a half. At that time, my ex-colleague, Kitaguchi-kun (owner of Sings), was opening a new women's shop and asked me if I wanted to join him.
Because they told me they would leave everything to me, I naturally felt like this was the place for me, and I was able to start my career in a comfortable atmosphere.
Uchimura
Did you work at the apparel shop you were working at for a long time?
Fujikawa
I was there for a long time. I had been working in apparel before, and they poached me from there, so I guess that's how I ended up working there.
Uchimura
Oh, so there's such a thing as poaching! Have you loved clothes since you were a child, Fujikawa-san?
Fujikawa
My grandparents and aunts were all really into clothes and would always buy me clothes like I was a dress-up doll, so I feel like that's still connected to where I am today.
Uchimura
Did your relatives also work in the apparel industry?
Fujikawa
We weren't in that kind of relationship at all, but he loved clothes and I think he was a very fashionable person.
Uchimura
So it was those experiences from your childhood that triggered you. Kumamoto has been known as a "fashion trend center," but was it always like that?
Fujikawa
I don't know about my grandfather's generation, but my aunt was crazy about clothes. I've heard that Kumamoto has a lot of clothing stores, beauty salons, and dentists compared to its population.
Uchimura
I hear there are a lot of beauty salons and dentists across the country, but clothing stores are a bit unique, aren't they?
Fujikawa
That's certainly true. I think one of the reasons for this is the efforts of individual stores.
"Debby" seems to be a good fusion of art and apparel. Could you tell us about your approach to this? Also, how does art influence fashion?
Fujikawa
To be honest, I don't really think about it that deeply, but I'm more interested in a lot of things than most people, so I have a strong desire to connect that to something and reflect it. Maybe that's why it seems that way. Maybe it's like I'm selling myself...
Uchimura
What does it mean to "sell yourself"?
Fujikawa
I have this image in mind of the kind of person I am, and I want them to come.
Uchimura
I see. In that sense, it's important to capture and disseminate information other than fashion as well.
Fujikawa
On Debby's Instagram, I talk about movies I like, but if I was just selling clothes, I wouldn't need movie information. But I think I need that kind of element to convey who I am. People around me might think I'm weird for a clothes store, though (laughs).
But then if customers go see the film or become interested, we're able to have those kinds of conversations, which is fun.
Uchimura
This is purely subjective, but it seems to me that you have a broader range of styles than other people in the apparel industry. Does that mean you have a broad range of interests?
Fujikawa
That may be true. I think I have a different perspective and interests than people who work in other apparel companies. I don't think of it from the perspective of wanting to connect it to fashion or anything like that.
Uchimura
Does that feel like an honest expression of what you like?
Fujikawa
I really think that's it!
Uchimura
This is just my own image, but Fujikawa seems very natural when I meet him in person or on Instagram.
Fujikawa
I've never thought about it, but I don't think I'm the kind of person who can lie.
Uchimura
From what you've said, I understand that it's your continued efforts to clearly express what you like and to communicate to your customers "this is the kind of person I am" that result in your work appearing to be fused with artistic elements.
The selected items are made with great care and attention to detail, and overall they don't seem too feminine. What criteria do you use to select your products?
Fujikawa
In recent years, every store tends to have the same selection, so I think that if we don't carefully select strong individual products, we won't be able to survive in this era. Also, it's important to choose what you like, but fundamentally, I think that "you can't talk about fashion without knowing casual wear," so that's the basis of my work.
Uchimura
What exactly do you mean by casual?
Fujikawa
Casual is just the base, and I think that if that's all it is, then it's a no-go for women. For example, there are some women who are too stuck in the box and can't match sneakers with a dress, but I think that makes it boring. It's not just sweet, and it's not just spicy, but I think it's very important to have a balance.
Uchimura
I see. From the lineup, it is clear that the selection was done with great care!
Going back a little to the topic, what made you decide to open this kind of restaurant after going independent?
Fujikawa
The biggest trigger was when Kitaguchi-kun told me I could do whatever I wanted! I love clothes, I love food, and I love culture. I wanted to fuse all of those things together. And I also wanted to make the store better together with the people I met.
We also hold food-related events on a regular basis, and rather than thinking about sales, we think we would be happy if the people who run them can make money and the customers who come to the events can enjoy themselves. To be honest, it can be hard work, but I still want to see everyone's smiles.
Range Life in Nakashibetsu, Hokkaido, where we held an event two years ago
Uchimura
There is a shop called Range Life in Nakashibetsu, Hokkaido, where you can see the Northern Territories, and when we held an event there, the owner, Mr. Handa, said something similar, which I remembered very well. The attitude of prioritizing the enjoyment of customers and providers may be a culture unique to shops in rural areas.
Fujikawa
That may be true. After all, it's better if everyone is having fun.
Uchimura
That's true. In the long run, I think that will end up being a positive thing.
Could you tell us what you're thinking about when you're at the store and how you spend your days off?
Fujikawa
Recently, I've become addicted to mountain climbing! I feel like I want to go every time I have a day off (lol).
Kumamoto is in the center of Kyushu and is easily accessible, so I've been to many mountains throughout Kyushu. It's only been a little over a year since I started.
Uchimura
What was the trigger?
Fujikawa
More and more of our customers have started mountain climbing, and when I look at their Instagram, I notice that they have completely different expressions on the ground and in the mountains! I thought there must be something to it!
One of the kids uploaded a photo of a snowy mountain, and maybe it's because I've always been drawn to white things, but the moment I saw it, I thought, if I could have that experience, I'd like to try it myself! (laughs)
Uchimura
Have you been to the snowy mountains yet?
Fujikawa
I've been there! Snowy mountains are scary after all. But there's more to it than that!
Uchimura
Again, if you hadn't run the shop, you might never have started mountain climbing, right?
Fujikawa
That may be the case.
Uchimura
Since you started the shop, have you started thinking in this way about anything other than mountain climbing?
Fujikawa
Hmm, that's true. When I watch movies, I think about how cute the outfits are, the interior design, who the costume stylist is, and things like that. I get really curious about those kinds of things.
Uchimura
So rather than just casually watching the film, you're watching it from the perspective of whether you can use it in your store in some way. It seems like it could be used in coordinating suggestions and selecting images.
Fujikawa
I think that's one way of thinking. It's also a trigger for inspiration to come to me.
Uchimura
I see, this seems to be related to the secret of this famous restaurant...
It seems like Debby hosts a lot of interesting events. Is this because you value interacting with your customers?
Fujikawa
This may be an extension of what I said earlier, but sometimes customers ask me to do certain things. There are things that customers can't do on their own, but sometimes we can get it done through me or Debby, so I think that's why they come to me for advice.
Uchimura
I see. Can you tell me about any examples?
Fujikawa
Recently, my favorite restaurant, which my customers also visit, was reopened in a place with a sea view. At the same time, another customer became a yoga teacher, so we talked about inviting her to hold a yoga event and have a lunch party at noon.
Uchimura
It's about being a bridge between customers.
Fujikawa
That's right. If you're just starting out, it's difficult to attract customers even if you have that in mind, so I think it's about Debby's customers.
Uchimura
Wow, you've done that much! I was honestly surprised. It's like running a travel agency (laughs).
Fujikawa
It certainly may be that way (laughs).
I think that if our customers have an idea in their head like "I wish there was something like this," it can be made a reality by filtering it through me and Debby. Of course, I enjoy it too, and I want to be helpful!
Uchimura
By the way, in that case, how many people could you gather, Mr. Fujikawa?
Fujikawa
This event will be limited to about 6 to 10 people depending on the size and capacity of the venue. I think we can gather a certain number of people depending on the scale of the event.
Uchimura
Is that so? That's amazing! If you could secure a larger space and were asked to invite more people, how many people could you accommodate?
Fujikawa
If the number of people needed increases, I think I'll increase the value of the project by adding options rather than just calling for more people. And I'll also connect people.
Uchimura
So you also create plans and attract customers! (laughs)
In addition to the ability to attract customers, you also have planning skills... This goes far beyond the realm of a clothing store (laughs).
Fujikawa
That may be true (laughs).
Because having fun is the most important thing!
To be continued in the second part (Sings)…