The "TOKYO SEQUENCE" project, a collaboration between photographer and video director Yoshiyuki Okuyama and FACETASM , which has been generating buzz, will hold its first offline event at Isetan Shinjuku Store, Men's Building 1F Promotion area starting December 26th (Sunday).

Here, they will be selling original goods such as rare apparel and posters featuring newly shot photographs by Okuyama, as well as mugs and iPhone cases sold exclusively at Isetan Shinjuku. We interviewed two key figures: Okuyama himself and Hiromichi Ochiai, the designer of FACETASM. We asked them about their thoughts on this project, the background of holding the event, and their commitment to the original goods.

Interview

Why hold a "merchandise sales" event before the exhibition?

Launched in May 2020 with the web magazine HYPEBEAST as a media partner, "TOKYO SEQUENCE" is a new-era art project that brings together Yoshiyuki Okuyama, a leading contemporary photographer and film director, and FACETASM, a global fashion brand originating in Tokyo. It is an online visual presentation that vividly portrays the people living in present-day Tokyo, a city that is constantly transforming and showing diverse faces.

TOKYO SEQUENCE is finally holding its first offline event. The venue is the promotion area on the 1st floor Isetan Shinjuku Store, Men's Building . However, it will not be an exhibition of artwork, but rather a "merchandise sale" of original goods.


"TOKYO SEQUENCE" is an ongoing project, with works still being added and not yet completed. Why, then, do they choose to pop up a physical "museum shop" as their first step, even though it's an offline event and still in the process of being presented? We asked Yoshiyuki Okuyama and Hiromichi Ochiai of FACETASM for their reasons.

Ochiai: "TOKYO SEQUENCE" is an art project, so I thought it would be possible to sell merchandise like exhibition goods. Initially, I was thinking of selling them when the exhibition was held, but once the logo was completed, it turned out so well that I wanted to show it to everyone as soon as possible. In fact, I thought it would be more interesting if the merchandise spread at the same time as the artwork, so I reached out to Isetan.

Okuyama: I selected about 20 pieces from the works I had already photographed, but I decided to leave the final selection and design of the five pieces to be used for the merchandise to Facetasm. They are far more skilled than I am at incorporating photographs into products in an appealing way. And speaking of which, the "TOKYO SEQUENCE" logo beautifully embodies the intention of the project, doesn't it?

Ochiai: This logo was created by Satoshi Suzuki, a graphic designer whom I have trusted and commissioned work from for the past 10 years.


The way it incorporates a shifted pattern that evokes a sense of Okuyama SEQUENCE (continuity) while maintaining high readability is truly remarkable.

Ochiai: Whenever I go to see a movie, a live performance, or an exhibition that I love, I almost always buy merchandise like T-shirts. For me, merchandise is like a treasure. I think "TOKYO SEQUENCE" is an unprecedented attempt to do that first. At FACETASM, we interpret and express that kind of thinking in a fashionable way, but "TOKYO SEQUENCE" is not a fashion brand, but purely an art project. So I was allowed to create things that I myself would buy at an exhibition that excited me, in a straightforward and passionate way.

"TOKYO SEQUENCE" captures the ever-changing "flow" of Tokyo.

It's clear that this event is an extremely innovative and unique initiative. But what exactly is "TOKYO SEQUENCE"? It brings together photographers who lead Tokyo's creative scene and leading Tokyo fashion brands. The "formation" of the collaboration itself is not particularly new. However, this is not, of course, an image visual for a fashion brand, nor is it bound by frameworks such as season, gender, or style. "There are no genres, no keywords," it is simply a collection of works that reflect portraits (figures) and landscapes that symbolize the ever-changing "Tokyo of today."


Okuyama: Around 2018, when I came up with this project, large-scale development was underway everywhere in Tokyo in preparation for the 2020 Olympics. Unlike Kyoto and other cities, Tokyo has lax regulations regarding its landscape and has always undergone significant changes throughout history, but with preparations to welcome a large number of foreigners, development was more dramatic and rapid than ever before. I was watching the scenery change day by day.

One day, it suddenly occurred to me that Tokyo is a unique city that doesn't hesitate to change in a fluid manner. It changes in a undulating way, so old and new buildings are often close together. Each one is in a different style, but when you step back, you feel the originality of "Tokyo." Various senses of different eras overlap and coexist, absorbing diverse cultures, and powerfully changing while carrying its own unique Tokyo originality. It's chaotic, but I think the depth of its layers is cool. That's Tokyo's individuality, and although it's sometimes criticized, I think it's cool. In other cities, like London, Paris, and New York, even if the inside of buildings changes through renovations and such, the outside remains largely unchanged.

I wanted to photograph Facetasm's clothes against the backdrop of Tokyo. That's because Facetasm's clothes seemed to overlap with my own image of Tokyo. Not only their choice of materials and colors, but also influences from fields beyond fashion, such as music, art, and sports, all come together to form a unique style. I felt that various cultures blended together exquisitely, creating layers that expressed the brand's individuality in a way that was "very Tokyo-like." Facetasm's style is also Tokyo's style. Although I hadn't met him before, I contacted Mr. Ochiai, and he readily agreed. At first, it was just a vague idea of "I want to shoot a work using Facetasm's clothes with Tokyo as the theme," but as I continued to talk with Mr. Ochiai, the image gradually solidified.


Ochiai: I was truly honored to receive an offer from someone as talented as Mr. Okuyama. I knew his name and his work, so I was thrilled to be able to collaborate with a creator who will shape a new era, and to be able to express a "Tokyo" that is special to me. I was also drawn to his personality, and as soon as I met him, I felt that I wanted to work with him. I'm from Tokyo, and Facetasm is often described as having a "Tokyo feel." Having gone overseas, I felt that this "Tokyo-ness" was a strength, so "TOKYO SEQUENCE" has become a very important project for me personally.

Okuyama clothing truly comes alive when worn by people. That's why we decided to have people who embody the city of Tokyo wear Facetasm clothing and photograph them in locations that capture the ever-changing essence of Tokyo. Tokyo, a city inhabited by people of all ages and genders, cannot be represented by just one or two specific individuals. So, we decided to photograph 200 people of diverse ages and professions.

Ochiai is a man of ideas, so I hardly ever had to suggest anything. But when it came to choosing the subjects for the shoot, I recommended important people who we thought were "quintessentially Tokyo."

Okuyama: I'm also involved in fashion, but there aren't actually that many areas where I overlap with Ochiai-san in terms of my usual product creation. I think that by each of us suggesting candidates we each think are "the one!", we've naturally been able to create a balanced cast.

Ochiai: Because this is such an important project, I also want important people to participate... I believe that in the flow of time in Tokyo from now on, there will be people that we are meant to meet. We are always keeping our eyes and ears open so that we can incorporate such encounters into SEQUENCE.


It looks like it will still take some time before we reach 200 people in Okuyama . Originally, we planned to complete it in 2020, the Olympic year, but due to the COVID-19 pandemic, it has become a longer project than expected. Three years have already passed since the project began, but in retrospect, the fact that it's a project that takes time might actually be a good thing.

This project is fitting because it allows me to capture the ever-changing Tokyo as it flows through time. To capture that "flow," I chose a method of cutting out three consecutive frames from a roll of 8mm film footage and printing them onto photographs, rather than taking a single still image.



The "SEQUENCE" in "TOKYO SEQUENCE" means "continuity," but it also refers to the "flow" of time and the "sequence" of frames (moments). Portraits focusing on the person's facial expressions, styling, and scenes of Tokyo city are arranged in groups of three to form a single work.

The time elapsed between three consecutive frames is only a fraction of a second. Even in such a short time, less than a second, there are subtle changes, such as the swaying of hair or blinking, that are barely noticeable. This made me think that it might be possible to depict how people, fashion, and cities change significantly over the course of a minute, an hour, a day, a month, a year, and so on.

Over long periods of time, Tokyo—its people, fashion, and the city itself—have all undergone significant changes. I want to capture that "continuity" in a single photograph.

I think the real charm of this project lies in being able to feel the passage of time throughout Ochiai 's entire body of work.

Items that adapt to the changes in the artwork as time passes.

Yoshiyuki Okuyama filmed people wearing Facetasm clothing in iconic Tokyo locations, capturing the scenes and then printing the images into photographs to create his artwork. Facetasm then selected five of these landscape pieces to create original apparel and merchandise. It's impossible not to be excited about the "TOKYO SEQUENCE" merchandise collection, born from this beautiful and creative collaboration. These original goods, which are already scheduled to be sold at approximately 30 specialty stores nationwide, can be seen and purchased at this event before anywhere else.

Framed A1 posters and postcards that allow you to experience the artwork in real life, as well as caps and coach jackets that are easy to incorporate into any style, are all definitely must-buys. Furthermore, the "merchandise-like" items such as mugs, iPhone cases, and stickers are exclusive to ISETAN MEN'S , so be sure to check them out.


Ochiai: We were confident that by leveraging each other's strengths, we could do something special that would go beyond just creating artwork. That's also why we decided to do "merchandise sales." We simply wanted to create good products, but we didn't want it to go beyond the framework of "merchandise sales." We wanted it to be something easily accessible, and we didn't want it to look like a fashion brand. It's like we're just doing exhibition "merchandise sales" beforehand.

The scenes captured in Okuyama's works are all familiar sights in the streets of Tokyo. When considering how to turn them into merchandise for this project, I thought it would be best to choose locations that particularly convey a sense of change. Construction sites, which are frequently seen in Tokyo, are in the middle of change, in other words, in a "(temporary)" state. I consciously chose many such scenes. Some are "(temporary)" with a relatively short span, such as residential construction sites, while others are large-scale and long-term "(temporary)" like the development in front of Shibuya Station. The cluster of buildings in Shinjuku, for example, is an eternal "(temporary)" where the entire city will never be completed.


Exhibition merchandise usually stops being sold once the exhibition ends, right? I want to create something that can be purchased continuously, with a sense of "continuity," just like the themes of the artworks. So, in the future, items may be added that reflect the changes in the artworks as time goes on.

Ochiai: I also wanted something simple, just the logo, and since this is just the beginning, we created something that we ourselves thought would be nice to have. Personally, I think having a poster is the best way to express ourselves as merchandise. I wanted to firmly establish its position as "merchandise." But just as the artwork changes, I think the merchandise needs to change as well.

Among the attractive products being released this time, there is an ultra-rare item that is sure to become a highly sought-after item. It is a Champion sweatshirt that can truly be called an "art piece," with each piece printed by hand on a vintage piece that Ochiai himself sought out. The body used is limited to 1990s Reverse Weave. Not only plain ones but also simple lettered ones are chosen, and the print is applied while paying attention to the compatibility and balance with the artwork. In addition to being limited in quantity, the problem is that each piece is so expressive and attractive that you will want to collect them all.


The Ochiai vintage clothing culture is said to have originated in Tokyo. To put it more precisely, a Champion Reverse Weave, especially one made in the '90s, is itself a symbol of "Tokyo." It's a special item, but it's still merchandise. That's why we've tried to create a design that is "not more than merchandise," in true "TOKYO SEQUENCE" style.

With the pandemic subsiding, foot traffic increasing, and vitality returning to the city, we asked Okuyama and Ochiai, who have witnessed Tokyo's transformation both before and after the pandemic, for their honest thoughts on the current situation.


Even with restrictions on going out and the city losing its vibrancy, my own spirits never wavered. Everything I've experienced while living in Tokyo for so long is embodied in this project. "TOKYO SEQUENCE" has always been a part of me. I want to continue creating works steadily with the same enthusiasm we have. It's an important project that we've persevered through the COVID-19 pandemic.

Okuyama : In Tokyo, development was progressing in preparation for the Olympics, but I think there were many projects and locations that were suddenly put on hold due to the COVID-19 pandemic. I saw a lot of things that were stuck in a "(provisional)" state. It felt like the whole city had come to a standstill, and there was a time when an atmosphere of uncertainty hung over the world. Even now that the number of people has increased, I frequently see that pause in the city. I don't think the atmosphere that hangs over the world will suddenly return to normal, but at least on an individual level, we can move forward with a positive attitude. Right now, there are still many scenes that suggest a "(provisional)" state, but I think that's what makes it "Tokyo," so I want to continue to move this project forward powerfully as before.

Artwork, merchandise, and exhibitions. The overall picture of "TOKYO SEQUENCE," which will likely continue to evolve by adding more "layers" in the future, is still unclear. The Isetan Men's exclusive items announced this time may never be available again... So, now is the time, and this precious opportunity should not be missed.

Item lineup