02 INTRO

08 PUBLISHER'S LETTER

12 CHECK OUT THE CART
Shopping items in the carts of visitors to Uniqlo stores in Tokyo and Seoul.

18 OPINION: W. DAVID MARX
Cultural researcher and writer W.
David Marks on the Evolution of Japan's Fashion Gods

24 VISIONARIES
Contemporary lifestyle wear pursued by Japanese fashion houses Mame Kuroguchi and White Mountaineering

30 OPEN YOUR WARDROBE
Fashion items in the wardrobes of Uniqlo users who wear LifeWear in their own style.

44 OPINION: YUKIHIRO KATSUTA
Yukihiro Katsuda, Head of Uniqlo Global R&D, who is drawing the brand's roadmap.

52 MATERIALS
8 Uniqlo Signature Materials That Complete the Quality and Functionality of LifeWear

62 ROOT OF JEANS
The Jeans Innovation Center is responsible for the quality, style, and technology of Fast Retailing jeans.

68 ESSENTIALS
Uniqlo's basic items, loved for their design perfection and fine details, have been loved for a long time.

78 CREATIVE BONDS
Clare Waight Keller and Lemaire redefine modern everyday wear with Uniqlo U and Uniqlo: C

86 COLLABORATIONS
A meaningful collection of partners that have contributed to Uniqlo's style and product expansion.

94 OPINION: TAKAHIRO KINOSHITA
Takahiro Kinoshita, Creative Director of Global Creative Lab Tokyo, shares the concept of LifeWear and the use of [LifeWear Magazine].

102 LIFEWEAR MAGAZINE
[LifeWear Magazine], which reflects Uniqlo's philosophy and aesthetics, and Global Creative Lab Tokyo, which is in charge of production.

110 SPREAD CULTURE
UT as a platform for conveying cultural messages

120 OPINION: NIKOLINA JOHNSTON
Nicolina Johnston, COO of Uniqlo Scandinavia, discusses store operations and global expansion strategies.

126 RETAIL GUIDES
A common space and service manual found in Uniqlo stores worldwide.

136 PROTOTYPE CONCEPT STORES
Strategic stores that expand the Uniqlo shopping experience with local and customer-tailored services.

144 EVERYWHERE, EVERYWEAR
An image that captures the value of the ultimate everyday wear that anyone can wear universally.

152 BRAND STORY
The growth story of Uniqlo, which nimbly responded to the trends of the times and established a new SPA system.

160 INTERVIEW: JOHN C JAY
John C. Jay, the global creative director who spreads Uniqlo's philosophy based on cultural trends.

166 INTERVIEW: TADASHI YANAI
Uniqlo founder Tadashi Yanai discusses the brand's past, present, and future.

172 INNOVATIVE HUB
Uniqlo City Tokyo, the global base camp for developing Uniqlo's global strategy.

180 DIGEST
Uniqlo's Position in the Global Market: Figures and Statistics

183 OUTRO

■ Six key points to note in this book

· A conversation with Tadashi Yanai, Chairman of Fast Retailing and Japan's richest man.
Tadashi Yanai, the founder of Uniqlo and considered Japan's richest man, is the person who grew a small store in Hiroshima into the giant fashion giant that is Uniqlo.
We asked him about Uniqlo's leadership and future challenges, having personally overseen the brand's current and future issues for 40 years since its founding, and laid the foundation for Uniqlo.


· OOTD using Uniqlo items
Uniqlo's items, which feature simple designs without even a logo, are based on the philosophy that "all products are defined by consumers, not brands."
Just like that philosophy, the characters in the book, from Chairman Yanai to Takahiro Kinoshita, Uniqlo's creative director and former editor-in-chief of [Popeye], a film director, and a culinary researcher, each utilize Uniqlo's simple items in their own way.
We suggest that you take a look at the 'Uniqlo OOTD' of the characters in the book and discover their unique styling know-how.


From White Mountaineering to Lemaire, Uniqlo as Seen by Contemporary Fashion Designers
'A fashion brand where you can buy basic items at reasonable prices' is the public's opinion of Uniqlo.
However, the thoughts of leading fashion designers leading the modern fashion scene are a little different.
Lemaire and Clare Waight Keller, who have continued their collaborations with Japanese fashion houses Mame Kuroguchi and White Mountaineering, as well as Uniqlo U and Uniqlo:C, say that in an era that emphasizes individuality, Uniqlo's inclusivity in meeting the needs of all cultures and age groups is an 'innovation' in the fashion industry.
We took a closer look at the power of Uniqlo, which is attracting attention from contemporary fashion brands.

· Interview with three key figures from Uniqlo, whom founder Chairman Yanai carefully selected.
Chairman Yanai is well known for personally selecting key figures who will work with him to complete the roadmap.
Those he has observed over a long period of time can be said to be the key people who have created today's Uniqlo.
In interviews with Yukihiro Katsuda, a strategist who has been steadily implementing the brand's long-term goals, Takahiro Kinoshita, who edits various aspects of Uniqlo, including [LifeWear Magazine], and John C. Jay, who created various campaigns to help Uniqlo establish itself as a lifestyle brand beyond fashion, you can get a glimpse into the somewhat personal story surrounding their first meeting with Chairman Yanai.


· A look at the undisclosed Tokyo Uniqlo headquarters
Ariake, located across Tokyo Bay from Ginza, is the strategic stronghold of Fast Retailing, the parent company of Uniqlo.
On the top floor is Uniqlo's headquarters, 'Uniqlo City Tokyo'.
There are several strategic reasons behind the relocation of the headquarters from Roppongi, considered the economic center of Tokyo, to its current location on a remote island in 2016.
We've captured the long-hidden appearance of Uniqlo City Tokyo after its major renovation in 2017.


· Retail strategy and branding formula observed in Uniqlo stores around the world
In 1984, the year the brand celebrated its 10th anniversary, Uniqlo achieved the feat of opening over 100 directly-operated stores.
As of 2024, the 40th anniversary of its founding, Uniqlo has approximately 2,500 stores and operates in approximately 26 markets.
Our approximately 2,500 stores vary slightly in size, type, and number of products depending on the region and culture, but by applying the same displays and service manuals to all branches, we are implementing the concept of casual convenience, making it easy and convenient to purchase everyday clothing anywhere.


■ Magazine 《B》

It is a brand documentary magazine that introduces one balanced brand per issue.
Anyone interested in the brand can easily see it, as it contains the brand's philosophy, hidden stories, emotions, and even culture in a sensuous manner.
Founded in November 2011, it has introduced over 90 brands to the world, covering fashion, lifestyle, tech, and urban areas.
(www.magazine-b.com)