Hiroshi Fujiwara and Ichiro Yamaguchi of Sakanaction, two giants of the music world who are close friends in their private lives, visited the Isetan Shinjuku Store, Men's Building as part of a segment for their popular BS Fuji talk show, "FUJI-YAMA MID-NIGHT-FISHING" (hereinafter referred to as "FUJI-YAMA"). They strolled through the building's 2nd floor (International Creators) and 3rd floor (International Designers), enjoying a shopping date while engaging in lively conversation. After shopping, they had their obligatory "kotatsu talk" in a secret salon within the building. They had a great time discussing fashion, shopping, and even their next shopping project (?). We will report on the details of this event, including content that was not shown on air.

"The broadcast date, September 8th, is actually my birthday," (Yamaguchi)

The idea came about during a casual conversation at the recording of the memorable first episode of "FUJI-YAMA." It was discovered that both of them often shop at Isetan Shinjuku Store, Men's Building they decided, "Then let's go together. And we'll do it during the show's recording (laughs)." "FUJI-YAMA" is a talk variety show that started on BS Fuji in July. Fujiwara Hiroshi and Yamaguchi Ichiro, two of the most talked-about artists today, engage in relaxed, free-flowing conversation, as if they were sitting in a dressing room, somehow while sitting around a kotatsu (heated table). The recording began with them leaving the studio and enjoying a real shopping experience at Isetan Shinjuku Store, Men's Building a mecca for men's fashion.

Ichiro Yamaguchi (hereinafter, Yamaguchi ): This will be aired on September 8th, which is my birthday. So today, I was thinking of having Fujiwara buy me a present (laughs).
Hiroshi Fujiwara (hereinafter, Fujiwara ): I'll definitely buy it (laughs).
I hear that Ms. Yamaguchi Fujiwara is also often seen at Isetan.
Fujiwara: Usually, I buy groceries in the basement first. I also buy clothes occasionally. I prefer to buy from shops rather than placing custom orders at exhibitions.


So, I'm in Yamaguchi , and I'm on the second floor of Isetan Shinjuku Store, Men's Building . There's White Mountaineering here. Aizawa (Yosuke) really does run a lot of brands, doesn't he? Fujiwara does too, in that sense, he runs a lot of different things.
Fujiwara Fragment Design doesn't really have a physical form, though. Aizawa-kun is really active in a wide range of fields.
I've been talking with Yamaguchi Aizawa about going snowboarding together, but we haven't been able to make it happen yet. I think Aizawa also worked with Burton, right?
Fujiwara: That's right. I'm involved in it too, so we're in contact. Speaking of Burton, Nakamura (Hiroki) from VISVIM is also a former Burton employee. I've known him since before he went independent and started VISVIM.
When I visited Yamaguchi's shop, I saw a Jeanneret chair. I thought to myself, "This person must have similar tastes." They're also good at expressing things like "good old Japan."
Because Fujiwara Nakamura has lived abroad for a long time, his perspective is like that of a foreigner. I think that's why he sees the good things about Japan better than people who live in Japan. I myself realize the good things about Japan every time I go abroad, like how easy it is to live here.


This is Yamaguchi from UNDER COVER. I've never met Jun Takahashi (Jonio). What kind of person is he?
Fujiwara : Oh, really? Well, let's hang out together sometime. Jonio is a straightforward and honest person, so I think he'd get along well with (Yamaguchi).
Yamaguchi : Oh, I see. When Fujiwara-san started Ura-Harajuku...
Fujiwara: "I've started Ura-Harajuku," but I didn't actually start it (laughs).
Yamaguchi (laughs). The popularity of Ura-Harajuku really took off thanks to Undercover, right?
I think Fujiwara's UNDERCOVER and A Bathing Ape were the first.
Yamaguchi: I've always loved Talking Heads, and I even did official (collaboration) items for them. Those were so cool. Even though I say I like them, I've only recently been able to afford them. I didn't have any money when I was a student.
I saw Fujiwara there. Maybe I should buy some UNDERCOVER for a change.


Yamaguchi : By the way, do you have any tips for choosing clothes, Fujiwara-san?
I don't have any Fujiwara items . In the end, I just buy simple, similar things all the time (lol).
I understand, Yamaguchi (laughs). I always wear black too, so I'd like to try wearing different colors sometimes. But they don't suit me... I'd like to try denim too, but it reminds me of my dad (laughs). I'd like to try on some UNDERCOVER denim!
Fujiwara: Shopping is nerve-wracking, isn't it? The staff and others will know what you're buying.
Yamaguchi: That's something only Fujiwara-san would do. But I do care about the order in which I shop. I feel like it's important to consider which brand's shopping bag to take and which brand to go to. Speaking of which, I had dinner with Abe (Chitose) from sacai for the first time the other day. She's really smart and sharp. Fujiwara-san, you've worked for sacai before, haven't you?
Fujiwara Sakai didn't have any "logo items," so I wanted to deliberately create something that looked like a fake, a bootleg style. I asked Abe if I could make it on my own, and he said it was fine, so I made it. When I showed it to him, he said, "Let us do it for you."
Yamaguchi : I lined up to buy it (laughs). Even though I was in line, I didn't get noticed.
Let's do a bootleg of Fujiwara NF's work too.
Yamaguchi : I'd love to do that!!


I've arrived on the 3rd floor in Yamaguchi .
Fujiwara: I tend to shop on this floor more often. I can wear brands like SAINT LAURENT without people realizing it's a brand, and I also frequently buy TOM FORD .
Mr. Yamaguchi Fujiwara, your style of clothing doesn't really change whether you're traveling or at a reception, does it? That's really cool. I tend to put too much effort into my outfits. How do you decide what to wear when you travel?
When I go on a trip to Fujiwara , the first thing I do is decide on my bag. Then I choose my clothes to match it. I don't change clothes that often, so I pack light.
Yamaguchi GUCCI also has a modern image these days, which is nice.
It's interesting how the original brand is incorporating vintage bootleg clothing that used to be popular.
How about Yamaguchi JIL SANDER ?
Creative Director Fujiwara is a childhood friend of mine and a former Supreme employee. We used to go snowboarding together in Niseko, and we recently had dinner in Milan. He's an interesting guy who grew up influenced by the punk scene.

(Going back to the second floor)

Fujiwara: By the way, I designed the perfume for this retew/Ritu brand. The new single-use type is good.
Yamaguchi is so cute. Scents are like music, aren't they? They're something invisible, like mood. I've looked at a lot of things, but what I wanted most was a pair of UNDERCOVER rain boots (laughs). But it would be a waste to wear UNDERCOVER gear for fishing (laughs).


I think Fujiwara's is great. I'll buy it. This will be a present (lol).
What about Yamaguchi Fujiwara?
Fujiwara: I'll probably wear UNDERCOVER t-shirt. What about jeans?
The Yamaguchi size seems a bit large, but I'll try them on anyway.
Fujiwara (while waiting for Yamaguchi to try on clothes): Nice, it feels like I'm her boyfriend watching her try on clothes (laughs).
Yamaguchi (trying on the jeans): They're just too ordinary (laughs).
Fujiwara ... maybe it's still too early (laughs). Let's not do that.
So , I got rain boots as a birthday present.
Fujiwara will surely never forget this (lol).
I'll never forget Yamaguchi (laughs). I definitely want to go shopping again. This time it was Isetan, but next time it'll be LOUIS VUITTON or something!
I wonder if Fujiwara can do it (lol).

NEXT> What were their thoughts after their shopping date?