SEVEN BY SEVEN STORIES was launched in February to coincide with the start of the 2023 Spring/Summer collection. The project was started with the cooperation of stylist Naoki Ikeda and photographer Naoya Matsumoto in order to express the world view of the SEVEN BY SEVEN FLAGSHIP STORE.
So this time, designer Junya Kawakami and his longtime friend Naoki Ikeda had a conversation. They talked about SEVEN BY SEVEN STORIES and the pop-up event that Ikeda will be participating in, which starts on February 23rd.
＿First, please tell us about SEVEN BY SEVEN STORIES, which started in February.
Kawakami: At the SEVEN BY SEVEN flagship store that opened last year, we sell vintage clothing that I selected. However, I think that there may be a misunderstanding among customers about this.
_What do you mean by misunderstanding?
Kawakami: Some people may think that we sell second-hand clothes as a service in addition to the collection line. Of course, that's true, but to me, there's a subtle difference in the meaning. The collection and second-hand clothes together make up one SEVEN BY SEVEN.
Ikeda: I've been visiting the store since it was in Shibuya, and most of the items were second-hand back then. Then there were a few remade items that Junya did, and then some original items were born, and I've seen the story of how it's come to this day, so I understood in my own way why he asked me to do this.
Kawakami: At that time, the name of the store was "7x7". In other words, whatever the item, everything that came out of that space was "7x7". I wanted to create that same mood in the new flagship store.
So, SEVEN BY SEVEN STORIES was started. It was a project to freely style and share what was in the store, regardless of whether it was a collection or second-hand clothing.
＿What did you think when you received the request, Mr. Ikeda?
Ikeda: I thought it was a really interesting project. This kind of thing tends to be sales-oriented content, but SEVEN BY SEVEN STORIES doesn't have that vibe (laughs). I was happy that I was able to tackle it with a free-spirited attitude, thinking, "Isn't this kind of thing interesting?"
Kawakami: Of course, the styling is basically done using items available in the store, so all of the items used are available to buy (laughs).
Ikeda: Even so, I think there is a high degree of freedom. It was fun to be able to express intuitively what I and the photographer Matsumoto felt was "wouldn't this be good?"
Kawakami: I think the most important thing about this project is that it's "fun". I enjoy designing and buying, and I want you to enjoy styling and shooting it. I don't want to say "this is the right answer". I wanted to communicate with customers that something fun is being sent out from here.
Ikeda: I think that's really important. Fun is contagious.
Kawakami: If a shop just has stylish products lined up, there's no need to visit again and again. You can buy products online as long as you know the size. If people take the trouble to come to our shop, we want them to have a good time. We want to convey that this is a fun store. That's the atmosphere we want to express at SEVEN BY SEVEN STORIES.
Ikeda: But it's been a while since I last saw your vintage clothes, and it was fun. As always, the amount of stuff is amazing, and your perspective on the selection is interesting.
_Vintage shops are becoming popular again right now, especially in Koenji and Shimokitazawa, but do you think the selection at your shop is different from that of those stores?
Ikeda: It's not what you would call regular used clothing, and it's certainly not vintage clothing from a certain era. It's also different from the trendy select used clothing that has been on the rise recently. It's more like, it's kind of twisted... it's hard to put into words (laughs).
Kawakami: Is it hard to understand? (laughs)
Ikeda: Some of them are hard to understand at first glance. But when you try them on, you understand. Especially when you combine them with SEVEN BY SEVEN items, they look great.
Kawakami: When I pick out the vintage clothes, I have an image in my mind. I think it would be interesting to wear it like this, or it would look new if I combined it with that.
Ikeda: How can I incorporate my own sensibilities into that unique aesthetic sense? That's what I'm trying to achieve with SEVEN BY SEVEN STORIES.
_Since we have the opportunity, could you please explain the key points of styling, Ikeda-san?
I thought it would be boring to just do a good styling, so I came up with the idea of "homage to famous paintings". The model is holding a DVD to hint at that. The image of this styling is "Paris, Texas". Levi's white T-shirt, suit, military coat and cap. All of this is made from vintage clothes.
I started with "Paris Texas" and thought about what else I could do. This is what I put together. The idea for this was Kramer Kramer. The indigo-dyed knitwear and jeans are from SEVEN BY SEVEN. The rest are second-hand clothes.
And this is from "The Deer Hunter." Just for image (laughs). A used lunch coat and tuxedo pants with a zipper. The inner layer is a SEVEN BY SEVEN sweatshirt.
A SEVEN BY SEVEN cashmere cardigan is paired with a second-hand blouson and tank top. For the bottoms, I've paired them with macramé leather mesh pants. The basketball-like shorts are the main focus for an overall sporty look. I'm also wearing Converse shoes, which are originally from basketball. This balance wouldn't have been possible with just new or second-hand clothing. I think it's a style that is typical of SEVEN BY SEVEN, fusing various elements.
This outfit was originally just a SEVEN BY SEVEN cashmere tank top and used Nike nylon pants, but when I put on a SEVEN BY SEVEN suede leather jacket, it surprisingly suited the outfit. The contrast of the materials is great.
A blouson with reflectors and an all-in-one. Both are second-hand clothes. At first glance, it looks like a real construction worker, but when you look at it like this, doesn't it make you strangely want it? That's what makes it interesting.
Ikeda: I've put together a few other stylings besides these, so please check them out on Instagram. I think fashion is about finding photos interesting, and if it makes you want to wear it, that's great too. It's about enjoying the broad framework of fashion. I would be happy if this content could be the seed for something like that.
[SSS MARKET is being held! ️]
A pop-up event "SSS MARKET" will be held on the third floor of the SEVEN BY SEVEN FLAGSHIP STORE for three days from 2/23 (Fri) to 2/25 (Sun)!
To coincide with the start of SEVEN BY SEVEN's 2024 Spring/Summer collection, we will be selling vintage clothing selected by Junya Kawakami. In addition, we will also be selling personal belongings of stylist Naoki Ikeda. Please look forward to the unique style that is filtered through the brand's filter, which does not distinguish between collection items and vintage clothing.
"We have a wide selection of items that you won't find anywhere else that will instantly make your wardrobe more interesting just by adding one. Please come and visit us."
- Designer Junya Kawakami
"This amount of material. This unparalleled aesthetic sense. It's truly a must-see. I'll be participating in my own small way. Look forward to it."
Stylist: Naoki Ikeda