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

KIICHIRO KURATA
UNRIVALED / LET IT RIDE

August 21, 2017

I don’t like the idea of making a lot of stuff when you’re trying to come up with a product, just selling a bit of it, and then throwing the rest away. The balance of supply and demand is important, I don’t like making a lot of clothes just to fill up a lot.

Unrivaled started in 2003. The word Unrivaled itself has an image of strength, doesn’t it? But for me, I chose it with a meaning like “peerless” like there’s nothing you can compare it to. It was a period just when a lot of brand names were coming out so maybe I wanted to set a bar for myself. I don’t like the idea of making a lot of stuff when you’re trying to come up with a product, just selling a bit of it, and then throwing the rest away. The balance of supply and demand is important, I don’t like making a lot of clothes just to fill up a lot. Especially for the way I make T-shirts, I don’t take orders. I decide how many to make from the start and make them and then propose that we make just that many. Probably, I’m kind of a hardhead, right? [Laughs]

I’ve always got a message but you don’t have to put it out in plain sight. I think things that are easy to understand aren’t cool.

I’ve always got a message but you don’t have to put it out in plain sight. I think things that are easy to understand aren’t cool. Whatever you think of it yourself is okay, I don’t think it’s necessary to explain. It’ll be like propaganda or too business-like. So, I like to just give a little peek. My attitude is a bit bohemian, isn’t it? [Laughs]

I keep ideas but I don’t keep designs. A design is for the season of its time.

I keep ideas but I don’t keep designs. A design is for the season of its time. When it comes up, it comes out of the sense of that time. When I wear clothes I made in the past I get the feeling of those old clothes. The details of the past show how much work the current me has done. It has that atmosphere, things made in the 90’s have the atmosphere of the 90’s. So I think it has to be just like that, just how it was in the 90s. You gotta have something like a sampling of the current atmosphere.

 

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