Let's talk about better.

I run a clothing store called "UN" in Okazaki, Kyoto.

My wife started

As the store manager, I work hard every day.

I am standing here.

It's like a "couple-style division."

The conversations with customers are also quite deep.

Sometimes the conversation turns philosophical.

A particularly common theme over the past few years has been

"Clothes have gotten more expensive, haven't they?"

Yes, it did.

The design and quality

They are all great.

But still

"Can I wear this to the convenience store on my day off?"

I can totally understand the hesitation.

From the time when fashion was something to show off to others

We are now in an age where people want to choose something that satisfies them.

Getting older

That may be the case.

"It's incredibly cool, but it stands out in everyday life."
"It's so cute, but I don't have a chance to wear it."

I hear such voices often.

When I was younger, I would have said, "No, no, let's go for it!"

I think they were pushing it too hard.

But now I feel different.

"I really understand that feeling"

I feel like nodding and offering them tea.

So what kind of clothes should I wear?

Not the best, but better.

More reassurance than emotion.

More "usual" than the first team.

Blending into everyday life

Clothes that make you feel a little better.

However, there is one problem here.

When you try to achieve "better"

Suddenly, on the border between "lack of individuality" and "uniqueness"

You get lost.

It's plain but not too plain.

It's not flashy, but it's stylish.

In other words, the "best of normal."

This is not something you see very often.

Mass-produced fast fashion doesn't excite me

Artistic clothing from maison brands

It floats at the supermarket on Sunday.

Meanwhile.

The clothes that move back and forth between these exquisite lines are

I think it's something we need right now.

Easy to pick up and put on

When I look in the mirror, I think, "Okay, I look good today."

That's the outfit.

Surprisingly, it hasn't been found yet.

So I keep searching.

In daily conversations with customers.

The best of normal.

The answer is probably

It might be somewhere on a hanger in the store.