NIGO on Being Uniqlo UT’s First Creative Director
Highsnobiety recently sat down with NIGO to discuss his new role as Uniqlo UT‘s creative director. Uniqlo’s first creative director for its LifeWear line, NIGO bring with him a stellar resume and a lifetime’s worth of experience in the industry. With Uniqlo UT, NIGO has the potential to bring his aesthetic to consumers on a global scale, and we’re certainly excited to see what his upcoming collections are like. Check out a brief snippet from the interview below and head over to Highsnobiety to catch the full piece.
How do you feel about being a part of Uniqlo?
I’m really pleased to be working on a project where it feels like there’s a lot of work for me. The scale of Uniqlo is global and it’s got customers all over the world. It’s a great project for me to do. And it’s a new kind of discipline to me, to make something that can have really broad appeal. In the past, I’ve been able to appeal to a very hardcore group and bring them to me, but now I have to learn to study broad customers and work for them.
What is the brand aesthetic and attitude that you want to bring to UT?
Basically, I’ve changed everything. I wanted to create a new standard for the brand, starting with the t-shirt itself. UT has been using the same shape and cut for a long time. All of them had side seams, and I wanted them to be tubular-knit. The quality was all good, but it looked good flat and [boxy] when you wore them. I wanted it to be [comfortable] and breathy when you wear them. From that point, [it was just] using the actual graphics and I’m used to working with graphics.