ART UP, a gallery space that has already become a hot topic at Isetan Shinjuku Store, Men's Building , which has just undergone a major remodel, will feature its second artist from March 27th (Wednesday). The artist is the Kaizen Brothers, who propose "portable art pieces" by painting on iPhone cases. We visited the studio of these real-life brothers in Matsudo City, Chiba Prefecture, and spoke with them.

Event Information

ideas and PAINTING by Umimae brothers

□March 27th (Wednesday) - April 9th (Tuesday)

□ Isetan Shinjuku Store, Men's Building 2nd Floor = Men's Creators
▶Click here for event information

I want to bring art closer to people's lives and make more people happy.

Aiming to become the world's No. 1 men's fashion store, Isetan Shinjuku Store, Men's Building has completed a bold remodel for the first time in 15 years. The 2nd floor Isetan Shinjuku Store, Men's Building Creators, which proposes cutting-edge "creations" that are pioneering a new era, is composed of three zones based on the themes of "culture," "art," and "spirit." At the heart of the "art" zone is "Art Up," a gallery space where various artists and their works are introduced on a monthly basis through the unique curation of the buyers.

Baanai, who impressed with their collaboration with Comme des Garçons, ushering in a golden age of art and fashion, is now featuring Kaizen Brothers, a design unit comprised of an unusual combination of a painter and an art director, who are also real brothers, in their second collaboration.



"We started working together about three years ago. My brother and I had always wanted to do something together, and one day my brother brought me a wallet with a skull motif he had painted on it using his airbrush. He asked me what I thought of it, so I honestly replied, 'You're really good at drawing, but you have no taste' (laughs). But that's when I had a sudden realization."

My younger brother, who handles branding and art direction for a major select shop, is well-versed in current trends and cutting-edge culture and art. That's why he was able to instantly see through the brilliance of my older brother's skills, the clumsiness in his choice of motifs, and even how to make the most of his talent.


"I've always known how talented my brother was at drawing. But he was more of an 'outsider,' drawing 'cliché' motifs like skulls using 'cliché' techniques. But when he showed me that wallet, I had a sudden realization: his skill was undeniable, so I could provide the motifs and ideas. I can't draw myself, but I thought that if my brother could bring my vision to life, we could create something truly interesting. I felt that the brotherly collaboration I'd always dreamed of was finally about to become a reality."

They decided to focus on the theme of "portable art pieces" that are approachable to everyone, always portable, and easily available for purchase. When they decided on this theme, the two thought that the best approach was to apply abstract, three-dimensional paint to iPhone cases. The older brother, who has over 20 years of experience as a painter, explains:



"I originally liked to paint figurative works. But through exchanging ideas with my younger brother, I learned about the fun and difficulty of painting using techniques like marbling and dripping. It may look like accidental expression, but the more experience I gained, the more I was able to express the movement I intended. My life has become more enjoyable since I started painting. That's why I want many people, especially children, to know this joy. It might sound a little exaggerated and presumptuous to say that I want to spread art to the world more. But iPhone cases are affordable for everyone, and they can be used and admired every day. Even my mother, who is just an ordinary middle-aged woman, gets excited and her eyes light up when she sees it, saying, 'That's nice,' so I really feel that art that fits in the palm of your hand has the power to make people happy, even just a little."

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