CLOUDY is an apparel brand that boldly incorporates "African taste," focusing on the colors, patterns, traditional weaves, and specialty products of African ethnic groups. They create products using local fabrics, such as shirts, pocket tees, and pouches that feature iconic folk patterns from Ghana, Africa, in a modern way. This time, we interviewed Yuto Doya, the representative of DOYA Co., Ltd., which runs CLOUDY, and asked him about his thoughts on Africa and his current activities.

Yuto Doji, CEO of DOYA Co., Ltd., the company that develops CLOUDY.

We will improve quality while reaching out to people who are not currently interested.

Cloudy is based in seven African countries, primarily Kenya and Ghana, and has established garment factories in each region. While creating local employment, they produce high-quality goods incorporating traditional materials and designs. Their iconic "Pocket T-shirt" uses pockets cut locally. A portion of the sales from both the T-shirts and other merchandise is donated to Africa, used for things like building schools.

While many such activities often suffer from a decline in quality, lack of sustainability, or inability to create products from the consumer's perspective due to local circumstances in developing countries, Cloudy ensures quality, effectively reaching even those who are not interested in supporting developing countries. "We want to continue doing things that benefit both locally employed producers and consumers around the world," says Mr. Doji, expressing his desire to think at the ground level and provide true support.

At Isetan Shinjuku, the first pop-up store was held in 2016 on the 3rd floor of the main building, in the Re-Style area, and since then it has grown into an indispensable event as a "valuable opportunity to see the evolution of the brand." Regarding the pop-up store in the men's building, Mr. Doji said, "I want people to feel the power of African fabrics." A wide variety of new collection items will be available, including apparel such as pocket t-shirts, as well as cushions and pouches.

I want to grow the team by creating a chain reaction of things and people.

—What is the current frequency of your trips to Africa?

The project operates in seven African countries, mainly Ghana and Kenya, and involves factory operations and school construction and management. I visit the sites once a month. We operate a vocational training school attached to the factory, teaching everything from how to make the pockets for pocket T-shirts. The locally employed people haven't gone to school, so they don't have a concept of numbers. They don't know what a centimeter is, so as a first step, we teach them to "measure and cut a 4x4cm pocket."

—That sounds like a very demanding job.

While employment and educational support are important, the prerequisite is that customers first like Cloudy itself. We hope that customers will understand that "this product contributes to social good," and that this will lead to them purchasing the product. Currently, there are those who enjoy Cloudy as a fashion item and those who view it as a form of social contribution, but above all, it's important that it's something they "want." Looking at our customers, we strongly feel that more and more people are purchasing products after understanding the commitment and story behind the brand and its products.

—Please tell us what you've learned and felt from continuing to observe Africa.

While economic statistics for Africa aren't always reliable, my gut feeling is that economic growth is continuing. However, the reality is that only the upper class is benefiting from this growth, while the majority of the population (over 90%) are facing increasing prices and a harder life. IT advancements and expansion into China seem to be enriching the lives of the upper class. I get the impression that there's little action being taken to truly benefit the local population.

—In that situation, Cloudy's activities seem to be making a significant impact.

I don't see myself as someone who's changing Africa or transforming countries, but I do value "giving choices to the people I meet." For example, if a child attending school can increase the choices they have in their life through what they learn, that's enough. Or, if children see adults around them working happily in factories and that inspires them, then there's meaning in employing such adults. I think things are slowly changing by providing learning and work.

—So, it's about how important it is to have a stable job or to go to school.

In the past few years since I started Cloudy, I believe a significant change has occurred, at least by my standards. While various injustices occur when you're on-site, the entire chain—from working in the factory, to the products being made, to customers holding them in their hands, to giving back to the local community and providing learning opportunities for children—is all part of "Team Cloudy."

Their souls reside in the fabrics, colors, and patterns.

—Given the current difficult circumstances, the traditional colors and patterns they create have a very strong impact.

I've heard that these positive colors and patterns in Africa originated from "song, music, and dance," and their message and way of life are condensed into these colors and patterns. They are pure energy, and we unconsciously absorb that energy.

—What is the intention behind Cloudy's message, "Even if today is cloudy"?

Actually, I agonized over the brand name for a year and a half. Initially, I was thinking of a positive name, but then I started thinking a negative name would be better, and "Cloudy" came to mind. I've also experienced working as a salaried employee, and I know that as long as we live, we all have various anxieties and negative worries—"gray things." It's the same in Africa; people have many "gray things" such as anxieties about life and complexes. But I wanted to create a brand that has the power to dispel those things and move forward brightly, a brand that can clear the clouds and bring sunshine, so I decided on "Cloudy." This has also led to people asking me about the origin of the brand name.

From the Cloudy Spring/Summer 2018 collection

--Could you tell us about Cloudy's future plans?

New trends are emerging, such as ethnic patterns gaining attention as a source of trends in fashion shows in Europe and America. If Cloudy can express the new possibilities of fashion, it will lead to an increase in the number of people we can employ and an improvement in quality. If the quality of the factories improves, we can produce different things there, expanding the range of work. Also, we believe that we can create factories and schools in various countries, not just Africa, together with consumers.

--So , do you have a message for the customers of Isetan Men's Store?

Africa faces many challenges, including poverty, war, discrimination, and disease. We sincerely hope that you will take this opportunity to become interested in Africa, experience its culture, and help bring smiles to people's faces. Nothing would make us happier than that.

Text: Makoto Kajii
Photo: Keita Takahashi (Interview)

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For inquiries, please visit the Men's Building, Basement 1F: Men's underwear, nightwear, loungewear, socks, and handkerchiefs.
03-3352-1111 (main representative)