I went into the interview after reading an article ( https://www.imn.jp/post/108057199162 ) in which I spoke with Hayato Doji, the representative of CLOUDY. I had the keywords "ethical fashion" and "fair trade," which have been hot topics in recent years, in the back of my mind as ISETAN MEN'S was backing up his noble wish to contribute to the economic development of the region by incorporating African culture into fashion. However, Mr. Doji, whom I met on site, rejected those two terms from the very beginning.

Yuto Doji, CEO of CLOUDY

"Behind the desire to support developing countries, there's often a lot of charity work and sentimental appeals. The products that actually end up in circulation may be made by local people through hard work and sweat, but is it really something people want? Or, if there are similar items, and another brand has higher quality, people will naturally buy that instead, right? I want to provide products that can stand shoulder to shoulder with other brands, that people will genuinely want, and that are truly competitive in terms of both design and quality. I believe that only then can support continue."

They have released T-shirts, bags, shoes, and other items so far. Their approach is the complete opposite: instead of asking people to buy their products to support Africa, they believe that purchasing a product you like will actually contribute to African aid. It's all about the product itself. The young entrepreneur understands that a support-first approach lacks sustainability. Apparently, Mr. Doji's previous job was at a global investment bank. A quick search of his name reveals his impressive resume. The journey of this super-elite individual to African aid has been covered by various media outlets.

©CLOUDY

Cloudy, launched in 2015, creates jobs in Africa by incorporating traditional African fabrics and ethnic clothing into fashion accessories. Last summer, they sold out 150 T-shirts at a pop-up store held at ISETAN MEN'S . This is an unthinkable number for a brand still in its growth stage. This tangible result will lead to future success. This year, they have realized a collaboration with a Japanese underwear manufacturer. Their partner is Gravevault, which has established a solid position in men's underwear on the first basement floor of the same building. Representative Shinichiro Takishita says:

Gravevault. Representative: Shinichiro Takishita

"We don't often collaborate with designers or brands. The reason is... our cultures just don't match. We get a lot of offers, though... But when I first met Mr. Doji, I resonated with his way of thinking. So I graciously accepted the offer and decided to give it a try."

These ultimate nylon underwear garments, crafted with meticulous attention to detail from the yarn up, prioritize not only the smoothness of the fabric, the perfect fit, and stylish patterns, but also a sophisticated, playful spirit for adults. The underlying concept, "Not 'this is good enough,' but 'this is the only way it should be'," resonates with Mr. Doji's desire to create fashion rather than just fair trade.

From the moment the interview began, Mr. Takishita and Mr. Doji exchanged serious talk and lighthearted banter, creating an atmosphere like two close senior and junior colleagues playfully interacting. However, I was surprised to learn that this was only the second time the two had met in person. The previous meeting was for the initial planning of a collaborative project, and since then, they had only exchanged products and information. Both in appearance and conversation, Mr. Takishita gives off the impression of being Mr. Doji's reliable older brother, and Mr. Doji the impression of being Mr. Takishita's protégé.

"●● is ××, so it's ▲▲, right?" "No, that's seriously bad (lol)."

We've been whispering to each other about something I can't really write about in detail.

The reason behind this collaboration is the beloved characters.

The person who brought the two together was buyer Uematsu, who was an upperclassman to Doji on the American football team at the same university. Uematsu also planned last summer's pop-up shop, and his plan was a resounding success.

"Initially, when Doji established the NPO, his main focus was on supporting developing countries. With the launch of the brand, product development and NPO activities have become roughly equal in proportion. While transforming into an apparel company specializing in textile designs rooted in African culture, I think he's entering a second phase where his focus is shifting back to supporting developing countries."

Cloudy Grave Vault Boxer Shorts (Short) ¥5,184 - ¥5,616
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Boxer shorts (low-rise) ¥5,184
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Cloudy Grave Vault Boxer Shorts (Short) ¥5,184 - ¥5,616
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Boxer shorts (low rise) ¥5,184
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Uematsu had also been keeping a close eye on his junior's activities. Cloudy submitted a pattern, and the collaboration came about through Uematsu's idea that gravevault which possesses advanced printing technology, would commercialize it. The pattern is an original design created in cooperation with a local designer. In Africa, patterns featuring stars represent "independence," and leaf vein-like graphics represent "love." The color scheme was also developed based on local colors, and the vivid, flashy colors are eye-catching and rarely seen elsewhere. There are two styles: boxer shorts and low-rise.

Right now, if you were to give these pants to your crush on Valentine's Day, along with some chocolate, he probably wouldn't sense any lofty ideals like "creating jobs in Africa, building schools, and promoting sustainable businesses" behind the scenes. He'd simply think, "These pants have a cool color and pattern!" and be impressed.

gravevault 's product lineup also includes bikinis, but they were omitted this time. When asked why, the simple answer was that Mr. Doji doesn't wear them. "Bikinis are surprisingly good," he said, and the conversation on set turned to underwear. They talked about the first time they wore boxer briefs and how it made them feel more mature, how nylon is smoother and easier to wear with wool suits than cotton, and even some rather inappropriate topics that only men could discuss.

"Douji-kun, why don't you try wearing a bikini?" "Yes! I'll start wearing them from today!"

It may not be relevant to the users, but if they can appreciate its appeal as underwear, that would be enough. However, Mr. Doji's athletic spirit and lovable personality, which seem to have a connection to Africa, make me want to cooperate with him.

Related articles
・[Interview] Yuto Doji of CLOUDY | Expanding the circle of "Team CLOUDY" together with creators and customers

Photo: Tatsuya Ozawa
Text: Yasuyuki Ikeda

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