A series of interviews conducted by Future Design Shibuya interns. This time, at the social innovation festival "SOCIAL INNOVATION WEEK" (hereinafter referred to as SIW), which was held for one week from November 6th to 13th, the sportswear brand "DANSKIN" appeared at a talk session and set up an exhibition booth. We spoke to Mr. Oi from ”——
*The following article was created by the intern student himself.
NaganumaFirst of all, please tell us what led you to participate in SIW.
I had the opportunity to work with the members of Oi's `` Women's Wellness Action from Shibuya,'' and they suggested this to me, which led to my proposal. I felt that the goals of SIW and DANSKIN are common.
The brand's theme and goal is to support people to live a healthy mind and body by living a lifestyle that includes sports.
Naganuma: How was it actually participating?
Oi: We are a sports apparel company, so we usually have contact with people in the same industry, but we don't have much contact with other industries, so we want to help people who didn't know about our brand know about it before. I think this is an opportunity for people to become interested in our efforts.
Naganuma: I haven't played much sports either, so I thought we didn't have much in common, but when I actually looked at DANSKIN's exhibition booth, I realized that it's not only suitable for sportswear, but also for everyday clothing. I got the impression that it wasn't. In particular, I felt that they put a lot of thought into the colors and shapes of their clothing.
Oi DANSKIN is a brand targeting women, so we are particular about cuts and silhouettes that make the feminine body look more beautiful.
Also, the company itself is a sports fashion company (Goldwin), so it is also strong in fitness and other functional areas. In addition, I think one of DANSKIN's strengths is that it can be combined with fashion to introduce products that have both functionality and design.
Naganuma: That's right, I think they mainly use dull colors and soft colors that are different from the image of sportswear. After all, you are also particular about the color.
Oi: For example, fluorescent colors, which are commonly associated with sportswear, are fun and motivating when you exercise, but I think they can sometimes look a little off when you go out on the town without wearing them. DANSKIN's aim is to incorporate sports into daily life, so we incorporate colors that fit into everyday life and develop colors that match the seasons. For example, even with the same pink, you might use a slightly brighter pink for spring/summer, or a slightly toned down pink for fall/winter to match a calmer mood. It is created while considering both the emotional and physical aspects. ``The clothing is cute, so let's try it'' is another form of motivation.
NaganumaIt 's true that if you wear cute clothes, you'll be more motivated to exercise and you'll feel like taking on more challenges.
So, what kind of things would you like to work on in the future, DANSKIN?
Oi: I think more and more people are now raising their voices about issues unique to women, which have been treated relatively negatively in the past, and I think there is something we can do too. I would like to create opportunities and environments where people can talk and solve problems, and develop products to help people do so, and create a society where people can play sports with a better feeling.
Naganuma: I see. I can see that you are always working closely with women in their daily lives.
As it is a sports brand, we have focused only on the aspect of clothes for sports, but through this story, we will see that if we think about the broader aspect of health, it is not just about physical health through exercise. I strongly felt that sportswear can also be useful for mental health.
Thank you Oi. Please try using the clothing as well.
Naganuma: Yes, the colors are cute and I really want to use it every day. thank you very much.
