At Pint!, under the name of Kaguko Lab, we jointly held a project called " Everyone's Tools vol.0 " two years ago, and have been handling Pint! products. I personally love this shop, but this time, I was able to join a new project.
That is the plan for the “Kagure Original Shop Coat,” which is scheduled to be released in late March.
It is a shop coat that is produced as a uniform worn by the staff, but also sold as a Kagure original product. A luxurious collaboration project was born, in which this shop coat was designed and produced by enrica , a women's brand that Kagure handles.
It is different from normal clothes in that the staff wears it as a uniform.
Therefore, this time, by having store staff who usually specialize in sales participate in product planning,
“Imagine the scenes in which the clothes will be worn more concretely and make use of them in product planning.” “Learn and share the flow of making clothes, the way of thinking about design, and how clothes are made.”
I came up with an idea that it might be possible. The store staff will also gather, and the project will increase the number of people involved in the project. Since it contains the essence of Pint!'s " Everyone's Tool " (which is usually aimed at general users), we decided to work with them from the planning stage.
However, Pint! does not specialize in making clothes.
The actual manufacturing was carried out by Kagure and enrica's designer Machida, so for Pint!
More than half a year after the planning conception, we held three product planning meetings where all the members gathered together.
This time, the shop coat has finally been completed, so I will introduce it while looking back on the steps from the first step of product planning. Please see the product page link at the bottom of the article for the final specifications of the product. In this article, I hope you can see the flow of the planning and development of the Kagure Shop Court.
This is the first meeting where everyone gathers after the plan and schedule have been decided.
Think about the concept and image of the shop coat that you plan this time. At this point, we have decided on the product specifications as a "ladies' shop coat made of linen fabric."
This time, in addition to the people in charge of product planning, a total of 6 people participated, including the staff of the store that actually sells the product. In addition to Kagure's brand concept and theme, it started by discussing and sharing what each staff member thinks of "Kagure". We took our time and talked.
・Can be worn in all seasons ・Can be worn in a variety of ways ・You can wear it all day without getting tired ・Comfortable to wear ・Suitable for sales work and movement ・Sturdy enough to be worn for a long time
In addition to this, there is also a “Kagure” likeness. I can't write all of them, so I will introduce some excerpts.
・Simplicity ・Adult quality ・Urban ・Natural materials ・Materials with expression ・Materials that bring out taste
Such. Keeping these points in mind, proceed to the selection of the main fabric. Before choosing the fabric, we explained the characteristics of the material linen itself, and touched on various yarn counts and fabrics with different types of weaves.
The fabric, the amount of space in the collar, the length of the length, the silhouette, the specification of the waist cord, and the way the pockets are attached. There is a reason for all the specifications that make up, there are designs and patterns, and there are shapes.
Normally, the designer thinks through this process and creates it, but this time, Mr. Machida will give a lecture and share it as we proceed. It's just a surprising new discovery that it's made with so much thought. It is an image that goes back and disassembles the shape and design of clothes.
Based on these points, how can we inject the “Kagure”-ness that only Kagure people can have into the product? Ms. Machida teaches us how to apply the image to the clothes and how to approach the design, so that we can get closer to the ideal shape.
We decided on the fabric, shape, design, silhouette, pockets, and other specifications while envisioning the actual wear scene. We are still at the stage of presenting the elements of the shop coat we are aiming for as a whole, but we were able to share the specific image we wanted to achieve and the points we wanted to stick to.
Based on the first meeting, Mr. Machida gave the Kagure members a homework assignment to think more deeply about the points and details that they would like to incorporate into the product by the next meeting. Meeting is complete.
By the time of the second meeting, everyone in Kagure was thinking about the details that had been their homework.
While selling at the store, I asked customers to think about Kagure-likeness, and asked customers about the comfort and points they wanted in the customer service.
On the other hand, Mr. enrica Machida will proceed with the production of the 1st sample with the specifications decided in the first time.
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The 1st sample using the selected 100% linen fabric (unbleached) is completed. Let's all check this sample.
This time as well, everyone tried on the shoes and checked the comfort, weight, and silhouette.
The texture of the selected fabric was just as I imagined, and everyone agreed on this fabric. A sturdy 100% linen fabric. However, with this fabric, we found that the volume of the 1st sample was quite heavy. To solve this problem by reducing the amount of dough.
Which part of the dough should be reduced in volume? how much to reduce? How does reducing it affect the shape? You have to think about the balance of everything. While listening to Mr. Machida's lecture, everyone carefully considered.
That is, shop coats and uniforms are worn by various people with the same design.
The body shape of the wearer and the taste of the clothes are different for each person. That's why I wanted to create clothes that the wearer can arrange in a wide range of ways and enjoy wearing, rather than clothes that are meant to match something specific. In particular, shop coats are often worn.
For that reason, I came up with a simple construction and design that doesn't overstate the quality. As a base, there are elements such as “natural materials” and “comfortableness” that are typical of Kagure, but various opinions were exchanged, such as adding a fun uniform-like essence.
You can see the detailed specifications that have been decided on the product page introduced at the end of the article.
After thoroughly thinking about the details and confirming the corrections to the 2nd sample, the 2nd meeting ended. Time passed quickly.
Mr. Machida is proceeding with the production of the 2nd sample with the specifications decided in the 2nd time.
Of course, we don't just fix the bugs. The important part is to put the opinions that everyone has and the shape that you want to express into the actual product by facing the fabric and production process. Machida-san from enrica supported this part of the product planning. Machida-san, thank you very much!
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Finally, the 2nd sample is completed.
Changes that emerged in the 1st sample check. Reflecting these, we will announce and confirm the 2nd sample that incorporates the details considered in the previous discussion.
Everyone immediately tried on the 2nd sample Mr. Machida brought. Cheers erupted as everyone took turns putting on their sleeves. It was close to the image and was dropped into a very beautiful shape. Machida-san, thank you very much for the quality! !
It's been a long road so far, but while thinking about the "Kagure"-likeness, comfort and quality as clothes, we have identified each point and incorporated them into the product.
This product planning was carried out with a larger number of people than usual, sharing various images related to concepts and products. Probably, it takes more time and effort than normal bespoke or original product development. (Thank you so much to enrica Machida and Kagure!)
Clothes are what you wear all day long. I think that there are more sensuous elements such as "comfort" and "how to wear" than other miscellaneous goods and tools. I feel that it was difficult, but very meaningful, to promote this feeling by mixing the perspectives of people with diverse standpoints, discussing and sharing.
All the elements that make up the clothes have a reason, and are the ones that have been carefully considered and selected. This is what I felt strongly when I made it with this method.
I think that each reason and story is shared by the staff of each store from the members who participated. You can purchase it online (the product page link is attached below), but if you have a store near you, I would be happy if you could visit it.
Kagure's original product. You can purchase it at Kagure WEB store or actual store.
Kagure's online product sales page (pre-order)
Kagure store list page
It will be on sale from the end of March. Please visit the store near you.
Planning and sales: Kagure
Design and production: enrica
Planning help (everyone's item): Pint!
As Pint!, we usually work with craftsmen to create miscellaneous goods, but this is our first time in the world of clothes. It was a valuable opportunity to learn new things every time, and at the same time, to feel the difficulty of making clothes and the depth of design.
It was a great experience to learn about the world of clothes making through working with Kagure enrica, a wonderful store and brand. I would like to take this opportunity to thank you for giving me the opportunity to work with you.
I believe that this sincere approach to manufacturing and the thought and time put into it are reflected in the products.
I'm looking forward to the day when everyone can pick it up at the store.
Middle ground
