NO COFFEE, a small coffee shop nestled in a residential area of Fukuoka City, has established a strong presence in the fields of fashion and culture. This popular brand has teamed up with Isetan Men's to release limited-edition items in collaboration with trending creators and brands under the theme of "NO COFFEE HOME." We visited Shinsuke Sato, the shop owner and brand director, at "NO COFFEE" in Hirao, Fukuoka City, to hear in detail about the brand's origins, concept, commitment to collaborations, and the highlights of this project.

Is NO COFFEE a "coffee shop" or a "brand"?

NO COFFEE, a lifestyle brand from the coffee shop "NO COFFEE" located in Hirao, Chuo-ku, Fukuoka City, has collaborated with a number of prominent creators and brands, including graffiti artist KYNE, known for his 80s-style portraits of beautiful women; LOOPWHEELER, which is globally acclaimed for producing "the most authentic sweatshirts in the world"; and KIYONAGA & CO., led by Hirofumi Kiyonaga. However, even before the shop opened in December 2015, they began posting information on Instagram, and from the very beginning, they released not only original products with their logo but also Mickey Mouse T-shirts in collaboration with YOSHIDAROBERTO, demonstrating that their activities have effortlessly transcended the boundaries of a coffee shop from the start.


Despite being a coffee shop, its name is so unique it might even seem negative towards coffee. It engages in diverse cross-industry collaborations and has even moved from Tokyo to Fukuoka to open its only domestic store. Leading these unique and original activities is Shinsuke Sato, CEO of NO CORPORATION. And, perhaps surprisingly, or perhaps as expected, Sato is neither a barista nor from the coffee industry; he's simply "a huge coffee lover (laughs)," which makes it all the more interesting.


Sato: When I was a student, I worked part-time at a major coffee chain. That's what sparked my love for coffee. I vaguely thought, "Someday I want to open a coffee shop," but I ended up working for a toy manufacturer. Later, I switched to an apparel company, and in both cases, I was involved in all aspects of the company's operations, from planning and production management to PR, in a role similar to that of the president's assistant. That's how I was able to cultivate my know-how and connections in "manufacturing."


Sato: I decided to become independent because I wanted to do work that would make use of that experience, but deep down I also wanted to open a coffee shop. But if I just opened a coffee shop, I wouldn't be able to compete with people who are "professionals" in that field. Even if I competed on taste, coffee is a luxury item and everyone has different preferences. I became independent in my late 30s, and I thought it might be a bit strange to suddenly start pursuing that at this point. At the same time, I also wanted to make sure I was generating solid sales, so I thought I would combine my area of expertise, "manufacturing," with my hobby, "coffee."


The coffee beans used in the shop are carefully selected and sourced by the owner himself, and he is so thorough that he says, "I have no intention of ever getting involved in roasting myself." Even so, "NO COFFEE" is a bold name. However, behind it lie a convincing reason, strategy, and passionate feelings.


Sato: It all started with a blog I ran as a hobby called "NO COFFEE, NO LIFE." But "NO LIFE" is a bit embarrassing (laughs), so I thought it would be better to have a name that would make people who see it think, "Why?" I wanted it to be a conversation starter, or something like that...
It also means that we're not "just" coffee. We're the only coffee shop in the world that handles so many products. I want to do all sorts of things with "making things" as my core, and collaboration with people outside the company is an important element for NO COFFEE. Before we opened, we received a lot of harsh opinions like, "Coffee shop merchandise won't sell," but I replied, "I see" (laughs). But deep down, I was thinking, "I'll show them."


Sato: To add to that, we also wanted a name that couldn't be shortened. If it were Starbucks, people would just say "Starbucks," but with No Coffee, there's nothing else to say but No Coffee (laughs). We still have customers who ask, "You don't have coffee?" or "Are you rejecting it?", but we always explain it to them politely.

The reasons for leaving Tokyo and opening a shop in Fukuoka, and the chances of success.

One of the reasons why NO COFFEE, such an "unprecedented" coffee shop, has gained so many fans is the presence of social media, such as Instagram. Mr. Sato revealed that he has consciously and strategically utilized social media.

Sato: When we launched NO COFFEE six years ago, Instagram was just starting to grow rapidly, and we were really feeling its effectiveness. So we were confident that "if we use this, we can do it!" It's true that there are more people in Tokyo and things spread faster there, but if it's interesting, Fukuoka is no problem at all. What's important is the ability to communicate using social media and other platforms, and above all, it's important to "create something."
That's why we opened our online store even before the physical shop opened. Even if people in Hokkaido can't come to our store in Fukuoka, if they buy our goods online and post about it on Instagram, awareness will naturally spread. We've been steadily continuing these kinds of efforts.


It's true that in recent years, shops in regional cities have been thriving more than those in Tokyo. Even with the difficulties of physical travel due to the pandemic, advanced digital tools have undoubtedly helped to compensate for some of the drawbacks. But why would someone choose to leave Tokyo, a city they've been familiar with for so long and where they're close to friends, colleagues, and business partners, and instead choose Fukuoka as their base?

Sato: One reason is that I got tired of Tokyo (laughs). I grew up in Yokohama, you know. The apparel industry is a bit flashy, and there was a time when I felt like I wasn't myself. I think there was a time when I clearly had a mean look in my eyes (laughs).
Fukuoka is my wife's hometown, and I've visited it frequently, so I really liked the atmosphere of the city and the people. It's not too urban and not too rural, it's compact, the airport is very close to the city center, and Asia is also close. In fact, there are more good things about it than bad. Plus, I felt like I could be my true self in this place.
Of course, money was also a factor. Doing business in Tokyo is very expensive, including rent. Fukuoka has a huge number of independently owned businesses. In Tokyo, what appears to be independent often has a large corporation backing it. We couldn't compete financially, so with our limited budget, we concluded that it was better to leave Tokyo.


Based in Fukuoka, "NO COFFEE" is considered one of the most stylish cafes, and enjoys a mainstream and influential brand presence. It can be described as an extremely modern "brand" that transmits a comfortable local feel to a global audience.

Sato: When we were about to open, some locals advised us, "If you make it too Tokyo-like, people in Fukuoka will dislike it." I was troubled by that for a moment, but... I myself didn't know what was Tokyo-like and what was Fukuoka-like (laughs). So I stopped worrying about it. Some people might think my sensibilities are Tokyo-like, but I don't think it's right to deliberately "conform" to Fukuoka. So, from now on, I'll just continue to do what I find interesting.

Why are we collaborating with Isetan Men's now?

Sato: Nowadays, we receive many offers to collaborate, but I always prioritize balance, and I make sure that there is no bias in the partners or products I collaborate with.
For example, we could collaborate to increase awareness of NO COFFEE and create "major" apparel that can attract a wider and more diverse range of customers. And then there are "edgy" goods that are at the forefront of trends and can appeal to discerning people. We believe that by releasing a variety of items in a balanced way, we can increase the brand's strength.
We always value our existing fans, but it's true that some people drift away when we collaborate with popular, mainstream brands. However, it's difficult to keep them forever. Focusing on that isn't the right approach, so we never pursue them too aggressively. If we can increase the rate of growth rather than the rate of decline, the denominator will increase. I think of it like Instagram followers. Even so, I would be incredibly happy if someone who had drifted away came back.


Collaboration is a very important endeavor for NO COFFEE. And the next collaboration, which many fans have been eagerly awaiting, will be a joint project with Isetan Men's.

Sato: Isetan, and especially Isetan Shinjuku, is outstanding among the many department stores. Even though it will only be available online and not in stores, it is still a very grateful and proud opportunity. We know that our customers range from mature affluent people to trend-conscious young people, and this is a chance to appeal to those who are not yet familiar with NO COFFEE. We would be happy if this initiative helps them to become aware of it and like it.


NO COFFEE and Isetan Men's are finally launching a collaborative collection. The first release, available on Wednesday, February 9th, will feature two types of logo-embroidered glasses created in collaboration with up-and-coming graphic designer Ippei Tsujio. The second release, available on Wednesday, March 2nd, will be a collection of terry cloth items with logo embroidery, created in collaboration with THING FABRICS. Both items will be available for pre-sale at the Mitsukoshi Isetan online store, and will only be available at the NO COFFEE store in Fukuoka.

[First Release] A glass series showcasing the ideas and sense of Ippei Tsujio.

Starting February 9th (Wednesday), the Mitsukoshi Isetan online store will begin pre-sales of logo-emblazoned glasses, a collaboration between NO COFFEE and graphic designer Ippei Tsujio, with supervision by Isetan Men's. These are an adaptation of Tsujio's "Foglass," a work that was unveiled last November and quickly caused a stir, specifically for NO COFFEE.

"Foglass" is an artistic glass series that stands out for its eye-opening idea and sophisticated design: the words "Coffee Milk" are printed on a simply designed glass, so when you pour coffee in it, only "Coffee" is visible, and when you pour milk in it, only "Milk" is visible. This "Coffee Milk" text has been replaced with the logo "NO COFFEE," so when you pour coffee in it, only "NO COFFEE" is visible, and when you pour milk in it, only "MILK" is visible.

Sato: First of all, I thought the idea was interesting. I also thought it would go well with the "NO COFFEE" logo (laughs). It's not an item that we'd make into a regular product, but if it comes out as a limited edition, I'm sure our customers will find it interesting. It's a type of product we haven't had before. I think our existing customers will be happy with it, and it will also pique the interest of customers who aren't yet familiar with our company.


Sato: In our design meeting with Mr. Tsujio, we didn't make any detailed requests regarding the design or specifications. We just asked him to keep our "NO COFFEE" logo and font as they were (laughs). Most of the meeting was like casual conversation, but Mr. Tsujio is the kind of person who can find hints in those casual conversations. We'd be happy if Mr. Tsujio's fans got to know us, and we'd be even happier if our fans got to know Mr. Tsujio. I think that's the real joy of collaboration.


This collection includes two types of glasses: a high-quality, thin-rimmed glass with a pleasant feel to the touch (for iced drinks) and a heat-resistant glass mug.

Sato: We're always conscious of how our products will spread on social media, but when it comes to this glass, I think videos of people pouring drinks into it would be more interesting than still images. I'm sure that people who buy it will upload videos of themselves pouring milk into their coffee to make a café au lait, and the "NO COFFEE" text changing to the "NO COFFEE MILK" logo. (laughs) I don't think there are many glasses or cups that are suitable for videos.

[Second installment] Pile collection in collaboration with THING FABRICS [Updated February 27th]

And as the second release, a pile collection created in collaboration with THING FABRICS , a brand that Mr. Sato himself uses, will be available for pre-sale from Wednesday, March 2nd at the Mitsukoshi Isetan online store. THING FABRICS is a popular brand that develops original fabrics that offer a new interpretation of pile fabric, based in Imabari City, Aichi Prefecture, a region world-renowned for its high-quality towel production. They specialize in a wide range of pile fabric products that can be used in various everyday situations, including towels, apparel, and accessories. It is said that many luxury brands have taken notice of the high quality of their original pile fabrics and have actually adopted them.



Sato: Actually, my wife has loved and used them for a long time, and I've been using them myself for many years now. I appreciate their commitment to selecting high-quality materials and developing their own unique fabrics, without relying on the "Imabari brand." Simply put, they feel great to use. Looking at their product lineup again this time, I was surprised to learn that they have a variety of products besides towels, such as T-shirts, caps, and aprons.

According to Sato, his focus in collaborating with THING FABRICS was on keeping things simple and avoiding clutter with colors and designs.



Sato: Just because we could have a double-name design didn't mean we had to compromise on simplicity. So, we made use of SING (Fabrics)'s logo while also having our own logo embroidered in a well-balanced way. They also have bucket hats, which are very comfortable to wear and I really liked them, so I added them to my collection.


Sato: The T-shirts are very comfortable, but there weren't any sizes that fit someone like me, who is over 180cm tall, comfortably. So I had a special "Sato size (LL)" made that doesn't exist in the regular line (laughs). Big silhouettes are still popular in fashion, so I especially recommend them to people who want a looser fit.

Unique and interesting things that only NO COFFEE can do.

A branded, independent coffee shop engaging in serious craftsmanship at the forefront of fashion and culture—it wouldn't be surprising if "followers" who superficially imitate such innovative activities and products appeared at any time. However, Sato, the pioneer and originator, says he doesn't pay much attention to that.

Sato: I don't know if it's imitation or inspiration, but we might see other places doing similar things in the future. I intend to continue doing things that others can never imitate.
Getting an invitation like this from Isetan is something that would never happen with a privately owned shop. I want to keep building on these kinds of experiences and continue creating interesting content that only I can do, content that only NO COFFEE can produce.


In 2021, Mr. Sato welcomed his beloved dog, Chrome, into his family, and he is currently developing a dog-lover series called NO DOG within the NO COFFEE brand. Through this collaboration using the magical prefix "NO," the brand's worldview and field will surely expand infinitely. It is a brand that we can look forward to continuing to do things that are not just about coffee, but that only NO COFFEE can do.

Check out our online store lineup here [Updated February 27th]

This online pop-up will feature collaborative items with Ippei Tsujio (first collaboration) and THING FABRIC (second collaboration), as well as original NO COFFEE merchandise. We've also added and are introducing the lineup for the second collaboration with THING FABRIC, which will be available for pre-sale starting March 2nd (Wednesday)!

View the entire lineup of NO COFFEE at the Mitsukoshi Isetan online store.