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If Japan truly were a minimalist paradise, why would it need Kondos and Sasakis in the first place?

The world still turns to Japan for things; it also turns to Japan to rid itself of them. There’s only one problem: Japan isn’t anywhere near as tidy as outside observers give it credit for.

Subtractive is contemplative; additive is stimulating. But, above all, the Japanese are master ‘editors’, he says, picking and choosing between polar opposites to suit the occasion. This is why Japanese people continue to remove their shoes indoors, even as they choose to live in Western-style houses. It’s why they continue to distinguish between Japanese-style and Western-style foods, hotels, even toilets. To Matsuoka, the subtractive and additive approaches aren’t inherently in opposition; the distinction is simply a matter of context.

‘Today, the idea that you’ll hold on to a lot of things for your whole life is fading,’ said Tsuzuki. ‘Take clothing. It used to be the case that good clothes cost a lot. You’d buy them and take care of them and wear for years. So you’d naturally build up a collection. But now we’re surrounded by low-cost retailers that are just good enough. You wear it for a season and that’s it.’

Supreme traced a social and cultural topography of its brand’s global community, but that community formed exactly because you could only buy Supreme at its Lafayette Street shop in New York. Through its merch, Supreme held this community together across time and geography. It connected people, conversations, and symbols into one Supreme social network.

from “acquisition mode” to “enjoyment mode.”

• the act of handwriting is powerful

• mental model of your thoughts in space

• notebooks as the first sociel media (Netherlands back in 1600s)

Put more bluntly, sales allow brands to sell clothes they shouldn’t have made to people who don’t actually want them

I am seeing a similar thing with ESPRIT—GenX comes to our stores and shares their stories of growing up with ESPRIT, and GenZ does the same from a nostalgia perspective. I want to connect with our fans through both of these sentiments.