Insights into the Japanese designer’s debut New York store and its on-site research library
Japanese designer Yuuki Yagi’s brand Vowels recently landed in New York, and as well as drawing inspiration from its archive of fashion, architecture, design, and media, we invite you to take inspiration from a carefully selected selection of items designed by him. It has become a paradise for people. community. Vowels specializes in high-quality items, and the craftsmanship and attention to detail that sets their garments apart. Functioning as both a showroom and a library, Vowel New York has redefined the modern shopping experience. We spoke to Yagi about how he brought this vision to life.
What made Bowery the perfect location for Bowels’ first U.S. store?
We chose the Bowery because we thought it would be a good balance between Soho and the LES in terms of building a community. We wanted a downtown location because many of our communities and collaborators are based in that area. As such, the Bowery was the perfect place to connect with new consumers and the existing community.
We were intrigued by your in-store research library concept. Can you tell us more about the vision behind it and what types of materials you handpicked for it?
The concept is to provide a space where you can delve deep into creative inspiration and knowledge. It is intended to be a resource for everyone involved in the world of fashion, design and art, where customers and creators alike can explore and refine their styles and ideas. We have carefully selected materials such as vintage fashion magazines, rare design catalogs, historical photo books, and art publications that reflect the brand’s unique perspective and concept. We also include up-to-date resources on current creators and trends, ensuring your library is always a fresh place for discovery.
The idea of incorporating a research library into a streetwear store feels very innovative. What role does research play in the creative direction of your collection?
In my designs, I often begin by delving into the materials available in my research library. When people come into the store, they’ll see that many of the books have notes attached to them that tell me exactly which books I used to design the pieces in my collection.
Do you see this library as a space for your customers to explore and get inspired, or a resource for your design team? Perhaps both?
The research library is a place for customers to explore and find inspiration. Our Tokyo office has a unique selection of books for seasonal design inspiration. As a team, we use libraries to enhance our designs and grow our Shuhari methods. Shuhari requires mastering the basics of creative practice before breaking the rules and rethinking the format.
With sustainability becoming a key focus in fashion, does your research library include anything specifically focused on sustainable materials and design practices? How does it approach sustainability?
Our approach to sustainability is particularly rooted in supporting local economies and craftsmanship. By collaborating with local manufacturers and artisans in Japan, we not only ensure high quality production, but also contribute to the maintenance of the economic ecosystem of these regions. This in itself is a form of sustainability, preserving traditional practices, providing jobs, and keeping communities thriving. Additionally, the high quality of the product significantly increases durability and reduces the need for frequent replacement. This durability contributes to sustainability, as well-made garments not only have a smaller environmental footprint, but can also provide lasting value to customers. By combining craftsmanship and durability, we focus on creating pieces that will stand the test of time.
Many streetwear brands cater to specific subcultures and communities. How would you describe the community you’re building through vowels, both in Japan and now here in New York?
We are creating a brand that didn’t exist before, bringing it to life, and discovering what it means to us and those who resonate with it, both in Japan and now in New York. . It is an evolving journey that reflects the uniqueness of this moment.
As someone who straddles two vibrant cities, Tokyo and New York, how do you think these two worlds influence each other within the streetwear scene?
I think Tokyo and New York have their own atmospheres, but they naturally influence each other. The precision and detail of Tokyo mixes with the bold creativity of New York to create something fresh. Both cities are all about self-expression, and that constant exchange keeps streetwear evolving, each taking what they find from the other and reinventing it.
What do you want people to take away from visiting a Bowery store? Are there any special experiences or special collections in store for those who visit?
As we continue to build programming efforts in this area, we hope that people will use vowels more often. That said, we are excited to host lectures and screenings related to the library’s content, architects Michael Abel + Nile Greenberg (who designed our space), and more casual record listening and We have hosted networking events.
Finally, if you could sum up Vowel Philosophy in three words, what would they be?
Never stop learning.
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