Yoshii Yuichi

NAME: Yoshii

SURNAME: Yuichi

WHERE DO YOU LIVE?

Ayoama.

WHAT DO YOU DO?

I am a creative and aesthete. I am a lover of all things beautiful, cool and new! I am the creative director for several brands, from fashion to the Italian ice cream sold in my store. I am also a collector of pictures… but I cannot tell you what kind!

FIRST THOUGHT IN THE MORNING?

In the morning, before the eyes, the ears awake. So: music.

In the shower, the business plan. Get proteins before leaving the house.

LAST THOUGHT OF THE DAY?

What I did today, how did it go. Was it a productive day? Otherwise I could have stayed in bed… I love to sleep, kind of leave my head and let it rest.

FIRST FUNNY MEMORY?

When I was 6 years old my parents made me wear my uniform even outside school. The main problem was the inconvenience when you had to use the bathroom, that particular model of pants was kind of hard to open for a child, so you can imagine…

HOW IMPORTANT IS MONEY FOR WORK?

You need it.

RICH OR FAMOUS?

Neither one nor the other. I really don’t think about these things.

NEVER GO OUTSIDE WITHOUT?

iPod

HOW IS YOUR RELATIONSHIP WITH TECHNOLOGY?

I’m not technology addicted, but I’m happy that in a few moments I am able to interact with the people dearest to me, share information and photos. It definitely helps in interpersonal relationships if used the right way.

SHOPPING ONLINE?

Yes of course! The pullover I am wearing right now (APC) was bought online, music, airline tickets, I do my grocery shopping online… I send the list the night before and get everything in time for lunch hour the next day.

WHERE DO YOU DO YOUR RESEARCH?

I noticed that every time I find a cool brand, the people that are involved, that work there and believe in the project are so involved that it turns them into cool people as well! All I do is put them in connection with one another and like that great work groups are created. All this makes me really happy.

HOW ARE YOU REPRESENTED ON THE WEB?

I have my own blog: fatale.honeyee.com

And my online store: contemporaryfix.com

WHAT DO YOU EXCPECT FROM THE FUTURE?

I want to continue to look ahead with optimism and show positive energy to others. I always make up something new to realize.

YOUR VISION SYSTEM OF FASHION?

There is a system that has gone on for decades and that to me at themoment seems really worn out. It is too hard to accept for some people that somehow the system is broken and that it has to be reinvented or it will drown. In Tokyo, for example, we are beginning to create a direct link between the brand / designer and the final customer. How? For example by selling tickets for fashion shows… as if you were going to a concert. A more targeted communication to the customer, get the costumer to really get to know the designer and his cultural background. The customer is eager to know, we just have to instruct them. I think the Italian system is a little bit antiquated, except Madame Prada of course.

YOUR FAVORITE ONLINE STORE?

www.mrporter.com

It offers basic items but with the right fit and it’s cool!

IF YOU HAD TO CHANGE YOUR JOB?

I’d be a housewife! I love the family environment: cooking, cleaning-up and buying fresh flowers every day!

TWO WORDS TO SEND ME AWAY?

Stay with me.

BIOGRAPHY:

In 1996 Yuichi opened the café and deli “PARIYA” , while at the same time working as buyer for “CELUX” a membership based multi brand by Louis Vuitton and as creative director for “LOVELESS”, a multi brand shop in Aoyama.

He later opened his concept store “THE CONTEMPORARY FIX” with high-end brands mostly from Tokyo . With the renewal of the shop in 2010, the store became a fusion of food and fashion, with “PARIYA” on the ground floor and the fashion label Phenomenon on the top floor.  In 2011 Yuichi published a cookbook featuring the recipes and menus of “PARIYA” and opened the second “THE CONTEMPORARY FIX” store in Hong Kong.  The same year, he organized “Versus Tokyo” with runway shows and installations of eight brands on the last day of the Merceds Benz Fashion Week Tokyo. While fashion shows used to be closed to the public, Yuichi decided to change this selling tickets for the event which became a great success.

As of now  he has a monthly column in the magazines “SENSE” and “EYESCREAM” and has a blog on “FATALE” a webzine powered by honeyee.com.

E-pitti.com/blog