"For both bags and people, what matters is what's inside"—this is the concept behind AS2OV, a brand that continues to create products based on this principle. Their collections are not just collections of beautiful yet functional bags and gear. They embody ideas and a worldview that enrich the lifestyle of modern gentlemen who fully enjoy not only work but also hobbies and leisure.

This time, we interviewed Daichi Fujimatsu, the representative of UNBY Co., Ltd., the company that develops AS2OV. We asked him about the appeal of the brand.

Daichi Fujimatsu, CEO of UNBY Co., Ltd., which develops AS2OV.

We chose our shared "values" as our brand name.

"There's something strange about campfires. Even my daughter, who usually doesn't talk much, starts chatting, and everyone becomes more open and honest (laughs). Camping not only reveals various aspects of people's personalities, but it also shows how they function in a group. That's why, starting this year, we've decided to conduct the final interviews for our hiring process at a campsite."

They find colleagues to work with through the activity of camping. This unique recruitment policy reveals the attitude and philosophy of UNBY as a company, and by extension, the brand concept of AS2OV. Mr. Fujimatsu himself is a big fan of the sea and camping. They are not just a stylish "bag maker" or an overly intellectual "creator." They are true lifestyle manufacturers, rooted in their hobbies, lives, and practical experience.

UNBY GENERAL GOODS STORE is a directly managed store of UNBY Co., Ltd. Based on the concept of "What's inside is what matters, both for bags and people!", it offers items related to bags and their contents, including AS2OV products, as well as items that can lead to new hobbies.

The brand name AS2OV is an acronym for the message "A Shared Sense Of Value." The brand's worldview is precisely about this "value," and the "value" that AS2OV emphasizes is "sharing good products at a price that many people can afford."

"I've been involved in bag making for about 25 years. Through accumulating various experiences and know-how, I've created an environment where I can produce superior products that others can't imitate, while keeping costs down. By making optimal selections in every aspect, from fabrics and parts to factories, I can offer the best products at reasonable prices."

Backpack: ¥34,560 (28x47x16cm)

What Mr. Fujimatsu is most particular about is achieving a balance between functionality and design. Therefore, he meticulously eliminates unnecessary details, such as pockets that exist solely for aesthetic purposes. His ultimate goal is to create stylish designs that are also highly functional.

"Generally, design and functionality tend to be inversely proportional. But AS2OV aims to create products that are both stylish and functional, by fusing these seemingly contradictory elements at a high level. For example, lightweight and easy-to-handle nylon is great, but the texture of vegetable-tanned leather is undeniably appealing. It's hard to choose between the two, isn't it?"

A bag is a "container" necessary for enjoying life.

Among the many materials used for bags, Mr. Fujimatsu says he "particularly likes suede." The "Waterproof" series, which will be the focus of this event, also includes daypacks and sacoches made with suede. What's even more surprising is that it's made from real cowhide suede yet is highly waterproof.

Sacoche bag: 12,960 yen (22 x 22 x 4 cm)

"Unlike smooth leather or nylon, I love suede because it offers a unique shading and variation in color. By applying a waterproofing treatment during the tanning process, we were able to maintain the texture and feel while adding functionality that allows you to use it without worrying about light rain. We also used water-resistant zippers, so it not only has the design and sophistication of a fashion item, but also the performance to be used as outdoor gear."

While many brands release trendy sacoche bags, this one, made of suede and waterproof, boasts exceptional luxury and originality. It's the perfect item to set yourself apart from the crowd. AS2OV develops a variety of original fabrics, not just suede. This is all thanks to the knowledge and production background they've cultivated over many years.

The "UNBY-TEX" nylon material employs a three-layer structure: a highly abrasion-resistant "CORDURA® 305d fabric" is laminated with a special breathable waterproof film "L-VENT®," and then further bonded with tricot nylon. Its astonishing specifications, with a water pressure resistance of over 20,000mm, are about 40 times that of a typical umbrella, meaning it can be considered virtually waterproof. Furthermore, seam tape is applied in key areas to almost perfectly shut out water droplets. Combined with the meticulously calculated pocket placement and structure, it is an extremely high-spec and functional product.

Using breathable materials in a bag, something not meant to be worn, is something other brands would never even consider. However, the reason behind this is the significant advantage of being overwhelmingly thinner, more flexible, and lighter than PVC, the common waterproofing material used in the bag industry. It might be slightly overkill, but when purely pursuing the ideal bag for rainy days, the need arose to develop "UNBY-TEX."

"Because we're more agile than major manufacturers, we don't have to make unnecessary things, and conversely, we can create only the things we like. And because we're not a sports brand, we sometimes have the freedom to prioritize mood over specifications... I want to continue making only the things I want to make."


"Right now, I want to create items using materials that will age beautifully and become cherished possessions for a long time. For example, like white heavy canvas, it's not as light as nylon, but it gains character the more you use it... Not just something that looks good, but something that can hold 'life itself' and live with you. I want to create bags like that."

That's why Mr. Fujimatsu laughs and says, "I want to play even more." AS2OV might be a brand that provides adults with a "container," time, and insights to enjoy life.

Text: Junya Hasegawa (america)
Photo: Taku Fujii

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building , B1F = Men's Bags
03-3352-1111 (main representative)