The hashtag "#Hojanaiyo" is a keyword used online to represent "Premiata White." This sneaker collection from the long-established Italian shoemaker Premiata has become a hot topic for its distinctive look, but we also want to convey that it is incredibly comfortable to wear. So, we invited violinist and musician Taro Hakase, who regularly wears "Premiata White," to join us.

View the Premiata product list at the Mitsukoshi Isetan online store.

Wearing "Premiata White" changes the pace at which you walk.

Taro Hakase often speaks about fashion in the media, and it's easy to see why his words are so persuasive. It's because he speaks from experience, having actually bought and worn the clothes himself. He's already purchased seven pairs of "Premiata White" shoes, and he brought them all with him today.


"I happened to stumble upon it in a Pelle Morbida store on the way home from dinner with my daughter. I fell in love with the design of the sneakers displayed in the bag shop's display, and I immediately contacted Mr. Hoshiba."

Hakase has been friends with Yoshimasa Hoshiba, editor-in-chief of FORZA STYLE and fashion director, ever since they co-starred on a TV program. Hakase places immense trust in him, considering him her "fashion guru," and often consults him about clothing. With Hoshiba's strong endorsement playing a part, she immediately bought two pairs on the spot.


"The first pair I bought was brown to go with chinos and navy for jeans. I thought the design was cute, so I tried them on, and they were incredibly comfortable too. Less than a week later, I went back to the store and bought two more pairs in gray. I chose those because they're easy to coordinate with outfits."

Completely captivated by "Premiata White," she immediately registered for the official LINE account of the flagship store. She says she checks every single piece of information they send out.

"I always try my luck with the roulette lottery where you can win shoes! But I never win!" she says with an innocent laugh. I was also able to find out about the Japan-exclusive design model she was wearing that day through the official LINE account.


"I immediately called the store and asked them to prepare both sizes for me so I could choose one. But when I went to the store and tried them on, I couldn't choose just one, so I ended up buying both (laughs)."

On the table were five pairs of the classic "MICK" model. All of them feature a washed upper, giving them a vintage look, making them a popular choice. After trying on the entire collection, he found that the last fit his feet best. "The heel hold is irresistible," he said.


"And then there's the ease of walking. It feels like you're bouncing. The further you go, the faster you go. Your walking tempo just keeps getting quicker and faster. The soles are also thick, so you're about 5cm taller. Even at 178cm, I can see the world of 180cm. It's great that my mood goes up along with my gaze (laughs). On days when I wear the 'Premiata White,' I can walk distances I would have otherwise taken a taxi for."

Among Mr. Hakase's collection is a pair of shoes called "LOUTRECK." It's a popular trekking shoe model with a Limonta nylon upper and a Vibram sole. However, it was still brand new and unworn.



"I bought these thinking I'd wear them when I go fishing, but actually, I haven't worn them outside even once yet. I've decided to give them a more important role than fishing."

That important role is "emergency evacuation shoes." This model uses an elastic rib at the opening, so it can be put on quickly even barefoot, and the Vibram sole provides reassurance when walking indoors or over rubble after an earthquake. So, he decided to keep it under his bed in his bedroom along with his emergency survival kit. Having such high trust in these shoes, and having them appointed as shoes to which he entrusts his life, the "LOUTRECK" was the most proud of the seven pairs.

New models styled by Isetan stylists.

Taro Hakase, known for his love of clothes and shoes, is of course a familiar face Isetan Shinjuku Store, Men's Building . Therefore, Sekikawa, the store attendant who usually assists Mr. Hakase with his shopping, has introduced a total coordinated look incorporating the new Premiata White shoes.


A jacket style with gray slacks can be made to look lighter and more casual by pairing it with sneakers. By leaving one more button of the shirt undone than usual for a relaxed feel, the outfit becomes casual enough to wear to a favorite restaurant. The sneakers worn here are a new model from the classic "ZAC-ZAC" brand.

"The ZAC-ZAC, which has a similar last to the MICK, fits my feet well. I like the slightly mischievous design. What?! It uses linen for the upper? Linen in sneakers is unusual, isn't it? I think the theme for adults is how to wear linen, so incorporating it into sneakers like this is refreshing." (Hakase)



Another outfit is an ensemble combining a cardigan and a skipper knit. For Hakase, it's just casual weekend wear, but it's a noteworthy new normal style that can also be used for video conferences during the increasingly common work-from-home period. On her feet here are the new "JOHN LOW" sneakers, the brand's first sustainable model made with recycled materials.

"The print on the midsole is a colorless embossed design. The fact that it's a sustainable model is also a key trend in current fashion. I like the simple gray suede design because it's easy to coordinate with other outfits. Personally, I think the 'Ho' on the side of the 'MICK' is horizontal, so maybe it's time for a 'vertical Ho' (laughs)," says Hakase.

The fetishistic way of loving sneakers

"I wear suits most of the time for work, so sneakers are strictly for my days off. I used to wear out and replace simple, classic white sneakers from luxury brands. My 14-year-old son is a sneaker enthusiast and has a wall full of them on display, but the dad sneakers that are popular now are a bit hard for adults to wear, aren't they? Even so, with sneaker culture being so vibrant these days, I sometimes feel like I want to try them out (laughs). For me, the Premiata White is a sneaker that satisfies that feeling."


Despite having just finished the first day of his tour the day before, Hakase spoke passionately about fashion, sometimes revealing a fetishistic side. For example, he has a corner in his bedroom at home for polishing shoes, where he keeps a carefully selected pair from his collection by his side.

"Whenever I have a day off, I think about how many pairs of shoes I'm going to polish. I examine the stacks of shoes in my shoe rack and say, 'Okay, you two, wait here, I'm going to polish you,' and lead them into the bedroom (laughs). Of course, I polish my sneakers with cleaner too. I love the smell of shoe cream. It calms me down."


With a dreamy expression, he openly declares, "Shoes are more than just a hobby; they're a fetish!"—a statement befitting an artist. His knowledge extends beyond shoes to clothing; I was surprised to learn that not only is his wardrobe for each season carefully curated, but the tuxedos and costumes he wears for concerts are all made from jersey material, tailored to the theme of the season. Having celebrated his 30th anniversary last year, he is currently in the midst of his "Orchestra Concert 2021 The Symphonic Sessions" tour.

"I'll be traveling around the country from now on. I'll be taking my 'Premiata White' with me in my suitcase. I'm going to discuss which one to take with me later (laughs)."

View Premiata products at the Mitsukoshi Isetan online store.

Men's shoes Instagram: @isetanmens_shoes

*Please note that due to various circumstances, the event may be changed or canceled without prior notice.
Please note that the Mitsukoshi Isetan online store is operating as usual.

Styling: Akihiko Sekigawa (Instagram: @akihikosekigawa )
Text: Yasuyuki Ikeda
Photo: Natsuko Okada