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KIICHIRO KURATA / UNRIVALED / LET IT RIDE Item related to KIICHIRO KURATA

KIICHIRO KURATA
UNRIVALED / LET IT RIDE

August 21, 2017

We were kinda secretive about it and didn’t make any kind of announcement. I didn’t announce the move or the opening day or even our phone number so it was basically just by word of mouth that people came.

When I was still helping MIW, I was invited to make original clothes for EM by Sadomura and that was Let It Ride. Before that Sadomura and I were classmates at Bunka so we used to hang out a lot. That guy was at Beams, then moved to Arrows, and then went to Londis. ELT is short for Every Little Thing, when the store opened *Hiroshi Fujiwara made it up for me. After that, ELT moved from Namikibashi to across from Shibuya Girl’s School. At that time, we were kinda secretive about it and didn’t make any kind of announcement. I didn’t announce the move or the opening day or even our phone number so it was basically just by word of mouth that people came. Today it’s like an information overload where you do everything after searching online, but it’s difficult to say if there are people that would search that deeply. The core people are there but it’s still difficult from a practical, sales point of view. There wasn’t fragmentation in the old days, if something was cool everyone liked it, in that sense it was simple. I feel like things were good back then, but those were the good ol’ days. [Laughs]

What’s were 90’s clothes in Japan like? I don’t really know. There was a cat character called Kenny Stewart, but it wasn’t like we made anything especially iconic. *sk8thing drew that cat but we didn’t really commercialize it so much. The people from ELT did a bad rockabilly cover band called Kenny Stewart. We did regional shows with the instruments we had around the shop. [Laughs] It was my first time so it was embarrassing. [Laughs] *Kimihisa Senju did vocals, Ken Sadomura on guitar, I was drums, and Toru played bass.

Eventually it became a brand name but at the time we called that space Electric Cotage.When you came in the entrance there was a horizontal Russ Meyer poster and I remember Malcom McLaren’s signature was on the white plaster wall.

Around 1995, I did a Tokyo limited Let it Ride line called Sleep walk. The name of the brand was taken from the name of a *Santo & Johnny song that *Brian Setzer covered. The first floor was Sleep walk and I did a women’s brand called White Filed on the second floor. The building used to have Nowhere’s office on the first floor and Hiroshi’s office on the second but we rented out the first and second floors and moved in. Eventually it became a brand name but at the time we called that space Electric Cotage. When you came in the entrance there was a horizontal *Russ Meyer poster and I remember *Malcom McLaren‘s signature was on the white plaster wall. The building itself isn’t there anymore, though.

 

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