"#1 meanswhile thinks of "clothing = tools""

It's mid-May.
With the ambiguous temperatures, more and more days are starting to wonder what to wear.

Nice to meet you, this is Harada from means while.
You may already have met in the store.
Even if you haven't been able to talk to us yet, we would be happy if you could come and visit us.

It's been a few months since I started working with means while, and I've had a thought again.

"What does meanswhile think of "clothing" = "tools" mean?"

This time, I would like to put my own interpretation into words.
If you like, I would appreciate it if you could stay with me for a few minutes.


About the brand meanswhile

meanswhile is a Japanese men's brand founded by designer Fujisaki Naohiro in the fall/winter 2014 season.

The brand's concept is "the tool closest to the body."

As the words suggest, many of the meaningwhile products are designed as "clothes = tools."

I myself loved clothes even before I started working on Meanswhile, and went to various select shops to buy them.
I fell in love with clothes when I was a student. This was my part-time job at a certain apparel reuse shop.

For me back then, "clothing" was just something to dress up.
"Good silhouette", "Individual", "Cool"
I think that he chose clothes from that perspective, and in a sense, he was very superficial.


What the words mean

In the midst of all this, I came across these words from Fujisaki.


"Since it's everyday wear, clothes are not costumes, but tools."


Multi-pocket jackets with plenty of pockets, and vests and jackets with fans created in collaboration with Air Conditioning Costumes.
I felt that these products are truly "clothes that function in everyday life" - that is, clothing as tools."

The plentiful pockets are impressive,MINOTECH® Multi-Pocket Fatigue JKT


Collaborated with Air Conditioning Costume Co., Ltd.Air Circulation System Rain Jacket


As a "meanswhile person"

My first major job I worked on meanswhile was the 2025 Autumn/Winter Collection Runway Show, held at a skatepark in Ariake in February this year.

Click here to see the show

On that day, I helped Fujisaki with the work that day, and as a fitter, I prepared the model's costumes as a fitter.



There was a moment when I was impressed by the scene.
it is,

"This isn't a costume, it's clothes to use."

Meanswhile's products contain "mechanisms" and "structures" that cannot be seen just by their appearance.
That's why I was reminded on the job site that unless you understand the clothes themselves properly, you won't be able to wear them properly (or use them well).

It's not just a costume to wear, but a "tool" for living your daily life. And clothing is used as a "tool" for connecting people. For me, meeting meanwhile also means that I was able to find such clothes.


"What does meanswhile think of "clothing = tools"?"

If you feel like you love clothes,
It may be good to not only wear it, but also look at it again from the perspective of "use".
I'm sure there's no correct answer, and you'll find a way to use it for each person, which will lead to "wearing".

This is the interpretation I have come to today.


So, mid-May has arrived, and 25SS items have been released in store.
And from June, items from the 25AW season that I was involved in for the first time will be released one after another.

Those who actually come into contact with us in our store, those who pick up our products through our online store,
I am truly looking forward to the day when everyone can "use" these clothes.

I am still learning more,
Through the brand means while, I hope to be able to create time to face clothes together.

See you later.