Chan-So-w, who boasts 28,000 followers on Instagram, is backed by Takisada Nagoya, a specialized textile trading company, to launch his online-only fashion brand fuu/project, which will be holding its first pop-up store at Isetan Shinjuku. This event will also feature a pre-order event for DOUBLE FOOT WEAR, an Asakusa-based shoe brand that Chan-So-w is particularly fond of. What kind of brand is fuu/project, and why is he holding a pre-order event for another brand? We interviewed the話題's director himself.

View fuu/project product list

High-quality, sophisticated adult clothing that embodies the refined taste of popular Instagrammers.

fuu/project, a hugely popular fashion brand that operates exclusively online but often sells out of new products immediately after release, has a unique origin story.
Leading the creative process as director is Chan Sou w ( @08.y.sou ), an Instagrammer based in Nagoya who shares a wide range of "stylish lifestyle" content including fashion, interiors, and food, and boasts 28,000 followers. Supporting this from the perspectives of production and online retail is Takisada Nagoya, a long-established textile trading company based in Nagoya with over 150 years of history. Although it was only launched in 2020, the synergistic effect of digital tools such as social media and e-commerce has quickly made it a popular brand recognized nationwide.
fuu/project is holding its first-ever pop-up store at Isetan Shinjuku Store, Men's Building 1st floor POPUP space. For a brand whose identity is based on the use of high-quality materials regardless of cost, and the comfort achieved through meticulously crafted patterns and sizing, this pre-sale event at a physical store, where customers can touch the actual products, check the size and fit, and purchase them before anyone else, is an unparalleled opportunity for both avid fans and newcomers alike.

On Saturdays and Sundays during the event, director Chan-So W and his partner Miyu, along with their beloved daughter Anzu, are scheduled to be at the store. It promises to be a fun event that even long-time fans won't want to miss.

A project led by Chan-So-w, who is supported by his dedication to all aspects of life, from clothing to food to shelter.

With Sota Miyashita, the men's shoe buyer who planned this event, and Ayumu Matsuoka, who was involved in creating the image visuals for fuu/project's Spring/Summer 2022 collection as the digital manager for ISETAN MEN'S, as navigators, we conducted an exclusive interview with Chan-So w, who visited Tokyo with his entire family for meetings and interviews. We asked him about the origins of the brand, his commitment to craftsmanship, and the highlights of the pop-up.

Miyashita: Actually, I've been following Chan-So-w's Instagram account for a while now. Five or six years ago, when it was said that narrowing down your genre was advantageous for gaining followers, you posted not only fashion, but also food, furniture, and everyday moments, and I thought it was naturally stylish.



Chan-sou lol: Thank you (laughs).

Miyashita: Then one day, I heard that Takisada Nagoya, a company that does business with Isetan and develops very high-quality products, mainly cut-and-sew garments, was launching a new brand. And what's more, Chan-sou w was going to direct the project... I felt an extraordinary passion for this bold challenge by a textile manufacturer with a long history and track record.

Chan-So w: I received a direct message on Instagram directly from the person in charge at Takisada Nagoya. I've collaborated with a certain brand in the past, but this is the first time I've been involved in such a big project as launching a brand from scratch. To be honest, I was very surprised. The reason is that what my wife and I share covers a wide range of lifestyles, including fashion, food, furniture, and miscellaneous goods. Of course, the fact that we have the support of many followers (approximately 28,000 as of March 1st) is also a factor (laughs).


Miyashita: In the past, many of Isetan Men's customers used to concentrate their money on fashion. Some would even cut back on food expenses just to get new clothes (laughs). But those days are over. There's a growing trend to want to enrich all aspects of life—clothing, food, and shelter—in a balanced way, and more and more people are focusing on improving their interiors or prioritizing "experiences" like camping. I was convinced that there must be many customers who admire ChanSoW's lifestyle and think, "That kind of lifestyle is great." So, I'm personally very happy that we're now able to introduce the apparel that ChanSoW proposes.

After a long and varied fashion journey, my conclusion is that I only want to wear comfortable and stylish clothes.

Matsuoka: By the way, is it true that Chan-So-w is not involved in the fashion industry?



Chan-So w: Yes (laughs). I work for an automobile parts manufacturer, and my wife is a nurse. As for fashion, I've just enjoyed it in my own way because I like it. I started with vintage clothing and have tried all sorts of styles, from American casual to more refined looks, but as I've gotten older, trying too hard to look cool has become difficult... Now, I only want to wear clothes that are comfortable and stylish. This "comfortable and stylish" concept has become the theme of fuu/project.

Matsuoka: That's right, if you're talking about an item that symbolizes fuu/project, it would be a comfortable, oversized sweatshirt.

Chan-So w: That's right. When it comes to pants, we only carry styles with a drawstring waist (laughs). When I buy other brands for personal use these days, almost all of them are genderless and can be shared with my wife.


Miyu: I've always liked menswear and oversized clothes. I'm only 153cm tall, but I like to wear loose-fitting clothes on purpose. Even if there are women's clothes, I'll deliberately choose and buy larger men's sizes. My husband and I have similar tastes, so we've been sharing clothes since we were dating. As long as the pants have a drawstring waist, I'll wear them all (laughs).

Matsuoka: In the first season, the catchy pants called "Pants that will spoil adults lol" apparently sold incredibly well (laughs). The combination of comfortable wear for relaxing at home and a design that can be used not only for running errands but also for going out is a major appeal of fuu/project. For the Spring/Summer 2022 image visuals that we created this time, the concept was to allow people to move comfortably and stylishly between home and town in the same look.

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Chan-So w: I wanted to create clothes that you can wear comfortably at home and then go out looking stylish in. That's why I'm so particular about the texture of the fabric and the sizing. As a result, the cost ratio is unusually high. Takisada Nagoya told me that I'm "only choosing the best fabrics that cost a lot" (laughs).

Miyu: The brand name "fuu" embodies our desire for people to wear these comfortable and functional clothes, experience the local culture wherever they go, and enjoy delicious food. And although we don't officially advertise it... it also represents the sigh "fuu" that you let out when you're truly relaxed (laughs).


Miyu: It's a unisex design, and it comes in three sizes: size 2 for my husband who is 177cm tall, size 0 for me who is 153cm tall, and size 1 for someone in between, so I think anyone can enjoy it. Unfortunately, there isn't a size for my daughter, Anzu (laughs).

Chan-So w: I'd like to try making children's clothes someday too (laughs).

A superb sweat suit set and a collaboration with Haruna Kawai.

Miyashita : Could you tell us about the new items for this season that will be sold at this pop-up store before they are available online?

ChanSo w: There are two main highlights. First, there's the "sweat T-shirt," a popular item for spring and summer. The "short-sleeved sweat T-shirt 002" is an upgraded version of the classic "short-sleeved sweat T-shirt 001," and it features a V-gusset at the collar. The color variations also reflect the current mood, with a range of subtly muted pink, pistachio, beige, and basic black.

Miyashita: This time, you've prepared a special navy color exclusively for Isetan Shinjuku, right?

Chan-So w: Yes. It's a very versatile item, but this T-shirt can also be enjoyed as a set with cargo shorts made of the same material.

Matsuoka: When talking about fuu/project, you can't leave out the sweat suit set.

ChanSo w: To pursue the ultimate in ease of wear and design, we've used a glossy, densely woven cotton terry fabric. Both the sweatshirt and shorts have a relaxed silhouette, are breathable, and comfortable to wear even in summer. It's like pajamas that you can wear out as stylish clothing. There are tons of sweatshirt sets out there, but I think this is a unique and exceptional item that you won't find anywhere else.

Miyashita: What's the other one?

Chan Sow: A long-sleeved T-shirt created in collaboration with artist Haruna Kawai will be released.

Matsuoka: Have you always liked Kawai-san?

ChanSo w: That's right. We met for the first time at an event held in Nagoya, and on impulse I asked about a collaboration, and they readily agreed. They provided us with a special, newly drawn piece called "Partially Certain Distance," which is inspired by fuu/project.


Matsuoka: That's amazing! It's a beautifully colored piece. The body has a refined sheen, and you can feel the high quality.

Chan-So w: The first piece that Kawai-san sent me had some parts that used slightly darker colors. That was also wonderful, but... I asked her to use slightly muted, brighter pinks and greens. I also kept the balance with the piece in mind when choosing the body. I used a Delave jersey material that has just the right amount of firmness, body, and sheen.

Miyashita: The beige, green, and pink colors used in the artwork are also linked to this season's sweatshirt series, aren't they?

Chan-So w: I'd like to say that was the plan, but it was a complete coincidence (laughs). Of course, the sweat suit set works well, but I think this long-sleeved T-shirt and cargo shorts would also match.

I also want to share the wonderfulness of things I love, such as DOUBLE FOOT WEAR.

Miyashita: As a special initiative this time, a DOUBLE FOOT WEAR order event will also be held simultaneously at Isetan Shinjuku Store, Men's Building B1F men's shoe store.

Chan-So lol: I first learned about DOUBLE FOOT WEAR last year, and ever since I bought the "HENDRICK" model at a select shop, I've loved them so much that I wear them almost every day. They go with any outfit and are incredibly comfortable. I heard that Miyashita-san's specialty is shoes, so I asked him to contact DOUBLE FOOT WEAR on my behalf, and we've been able to hold a pattern order event where I can show them samples of combinations I've suggested. Thank you so much for your efforts (lol)!




Miyashita: Not at all (laughs). I've been interested in it for a while now, but I hadn't been able to introduce it at Isetan Shinjuku Store, Men's Building , so I thought this was a good opportunity. DOUBLE FOOT WEAR, which boasts "Made in Asakusa Japan," is an original brand by a highly skilled shoemaker that has worked on shoe production for numerous street brands. Designer Nakahara was also familiar with Chan-So-W and readily agreed to hold the POPUP. As they are a manufacturer that has been making handmade pattern-order shoes for some time, we were able to offer a high degree of customization at a very affordable price.

ChanSo w: That's very kind of you. This time, with the intention of introducing my own "favorites" in a similar way to Instagram, I limited the models you can choose from to my favorite "HENDRIK" and the "HENDRIK LO," which has not had many opportunities to be ordered until now. The shoelace type of the "HENDRIK LO" is an unreleased combination that will be unveiled for the first time at this event.


Miyashita: Yes. Once you've decided which model to get, you can choose the upper material and color, and whether you want Velcro or laces. You can also choose from a variety of soles, including Vibram, crepe, and shark, and freely combine them. I think this is a valuable experiential event where you can easily order a one-of-a-kind pair of shoes. I'm especially grateful that they're also offering women's sizes this time.

Miyu: Actually, I've always wanted to try them on, so I'm happy! My "husband" really loves them (laughs). When we were deciding on the colors for the order samples, I suggested a few options, like how cute the pink upper would be. My "husband" seemed to prefer the black sole, and he kept pushing for that (laughs).



Chan-So lol: Yes (laughs). I'm definitely going to order mine with black soles... By the way, Miyashita-san, did you get the OK for that "souvenir"?

Miyashita: It's okay (laughs)! We're happy to announce that we'll be able to give away rusks from Nagoya bakery "Le Supreme.", which are Chan-So-w's favorite, as a novelty item to customers who purchase our products.

Chan-So w: That's wonderful! We, and of course my daughter Anzu, are looking forward to being at the store on weekends to welcome customers and share the appeal of our products directly with them. Everyone, please come and visit us!

Miyashita: You can touch and try on fuu/project products, which are usually only available online, before purchasing them. And you can freely customize and order shoes from DOUBLE FOOT WEAR. These rich purchasing experiences, which involve hands-on activities, are something that only a physical department store can offer. It's a limited-time event for two weeks, so please be careful not to "accidentally pass it up"!

View fuu/project product list

Text: Junya Hasegawa (america)
Photograph: Naoto Date

Men's shoes Instagram: @isetanmens_shoes

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