MINOTAUR INST., which produces technical product wear that is comfortable for both body and mind, and outdoor brand muraco, although they are in different business fields, have brought together their respective strengths to create collaborative products. To date, they have developed products such as tarp ponchos and the hanger racks used in the MINOTAUR INST. shop.
"muraco × MINOTAUR INST. Apparel," scheduled to launch from the 2023 season, will represent a new phase of collaboration.
In this issue of the Journal, Takuya Murakami, CEO of muraco, asks Eiichi Izumi, director of MINOTAUR INST., about his thoughts on brand creation.

Profile

Takuya Murakami , CEO of Shinwa Co., Ltd. / Director of muraco After a career in interior design shops and advertising agencies, he launched the outdoor brand muraco as a new business venture for the metal processing company he took over as the second generation. Armed with a free-thinking approach unconstrained by preconceived notions in the outdoor industry and the craftsmanship of the metal processing industry, he plans, designs and engineers products himself, bringing a breath of fresh air to the industry.

"When I heard that they were involved in manufacturing from the very roots, from planning to production to sales, I felt that it was something very similar to us."

Izumi: At first, I didn't know about muraco, but a mutual acquaintance of ours, Yokoyama-kun, introduced us to each other because he thought we'd be a good fit.

Murakami: That's right. I didn't know anything about MINOTAUR either, but when I heard that Izumi-san is the owner and designer and is involved in all aspects of manufacturing, from planning to production to sales, I felt that it was something very similar to us. I never imagined that there would be someone like Izumi-san in the apparel industry.

Izumi: I was living in Nakameguro at the time, and I was doing everything from planning, production, and wholesale at the MINOTAUR Nakameguro store. I was also on-site and held meetings there. At the same time, we were also trying to do things that were rooted in the local community. In that sense, the atmosphere was very similar to that of muraco.

Murakami: Although we were in different industries, our work styles were similar, and I could sense that when I was talking with Izumi.

Izumi: You seem to have a strong sense of commitment to even the parts that you can't see in your tents. I'm sure you have the same kind of commitment in your daily life. I too like to pay attention to the things that you can't see.
For example, I want to be fashionable even when I'm at home, and I don't want to be superficial. When I was a child, I told my parents, "Please don't let me use a floral-patterned futon." I preferred something simple. I've had this irrational preference since I was a child. My parents told me I was lucky enough to even have a down comforter, so they thought I was crazy. Lol
Although muraco is in a different industry, I get the impression that they are consistently trying to give shape to everything from the invisible to the visible.

"The brand name 'MINOTAUR' actually comes from the name of a book about surrealism that Picasso, Dali and others were involved in."

Murakami: Please tell us again about the concept of MINOTAUR INST.

Izumi: The concept is "comfort for both body and mind."
"Heart" refers to whether the clothing matches the times and what mindset one has when wearing it.
"Mi" refers to the aspects of being light, durable, and comfortable for the body. I believe that when dressing up, both aspects must be comfortable.

The brand name "MINOTAUR" actually comes from the name of an avant-garde art magazine called "MINOTAURE," which featured surrealists like Picasso and Dali. The magazine featured not only fine art, but also a variety of other arts and academic subjects. So MINOTAUR INST. was started as a project to collaborate with various industries. In the past, people were hesitant to mix culture and clothing, but Picasso and others did just that nearly 100 years ago, so we chose the brand name "MINOTAUR" as proof of that.

My base is the skateboarding, music, club culture, and clothes that I loved as a teenager. In the 80s, a culture called "Stüssy Tribe" was born overseas. People with the same way of thinking and trust all over the world all wore clothes with the same logo, and that was cool.
I was influenced by the idea that people who didn't want to look like everyone else and wanted to express their individuality would express their commonalities in a single logo. I thought the idea of ​​"creating a community" rather than becoming a fan of a brand was in line with my own values. If only one person knows about something good, it won't reach anyone else, so we all need to raise awareness together. I was also conscious of building relationships through fashion, not through magazines or media, but through real experiences and the power we feel when we meet people.

Murakami: I also want users to feel the joy of finding and using something that suits their needs, not just because black is good, but also because they are aware of the brand's production background and the thoughts of the maker. I would like users to choose in this way with the same sensibility as the worldview of MINOTAUR INST.

I wasn't that obsessed with that area until I met Izumi-san. There was a time when I was thinking about doing this and that to increase the number of products. But when I met Izumi-san, I realized that doing things half-heartedly wasn't going to cut it. It was because of meeting Izumi-san that I was able to change the direction of muraco, and if I had stayed completely immersed in the outdoor industry, I don't think the brand would have the feel it has today. I'm really glad I had the opportunity to work with you.

Izumi: I was involved in music, so I had a lot of horizontal connections, but when I was in the clothing category, I felt like it was a vertical society. But when you're in a different industry, you can form fresh relationships and incorporate new values. I also have fashion as my base, and I incorporate values ​​that transcend industries, so I think that's why MINOTAUR INST. has been able to form.

"I use fashion to connect 'communities of consciousness,' not by dividing people by place, time, race or generation, so I want to make it even more enriching."

Murakami: What will the future hold for MINOTAUR as the times change?

Izumi: If I had to describe my brand, it would be like club music.
For example, Japanese pop songs may be known by people in your neighborhood, but not many people around the world. But club music may not be well known by people in your neighborhood, but many people overseas know it, and when you go abroad, you'll think, "That song is great!" In fact, the local underground is more global. I don't think many people in Japan know about MINOTAUR, but when you go abroad and meet people with similar values, they do know about us. One of the reasons I'm in Paris now is because I want to be open-minded about what I want to encounter, feel, express, and communicate based on my own sensibilities, not just information.

To me, my relationship with Murakami feels like that of a relative. Like a relative's husband, haha. We're not related by blood or occupation, but I still feel connected. Even if you're of a different nationality or place of residence, you can feel connected if you have similar ways of thinking. I use fashion to connect "communities of consciousness" rather than by place, time, race, or generation, so I want to make that connection even richer.

"The connections you make with people when running a brand have always been based on friendship."

Murakami: What kind of place is a store to you, Izumi?

Izumi: I also worked in the store while making things, and the store was an important place for meeting complete strangers and communicating with them in the future. We didn't even have a sign, and many people came in with some kind of intention. They didn't buy anything, but they came in out of curiosity and I would have discussions with them. Now that those people have grown up 20 or 30 years later, I imagine there are all sorts of things happening that make them think, "I wish I could do something with this!"

Murakami: I see. Because there was a store, people would randomly come and it became a place for people to meet, and now that has become an asset for the brand and has helped it grow.

Izumi: That's right. It's common for interactions at the store to lead to work or collaborations.

Murakami: Izumi had a sense that "this person is different," and he connected with only those who he thought were "interesting."

Izumi: I think the connections I have made with people through my brand have always been based on friendship.

Murakami: It's typical of you to turn something that doesn't seem like business into a business. That's what makes you so appealing.

▲ Hanger rack manufactured by muraco as shop fixtures for MINOTAUR INST.

▲2-way transformable product that can be used as a poncho or tarp
MURACO x MINOTAUR PONCHO TARP