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.
- Thomas Welch/Highsnobiety.com