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intelligence speaks with Eiichiro Homma of nanamica

Our editorial team in London recently sat down with Eiichiro Homma of nanamica. Having recently celebrated a 15 year milestone in the outdoor and technical apparel industry, their team released an impressive hardcover book archiving the brand’s illustrious achievements. We discussed his affinity with sailing, how psychology permeates throughout the label and his expectations for nanamica moving forward.

Where did the idea for the book come from?

With a lot of Japanese companies, space is an issue so we don’t keep full archives unlike the big brands in Italy who have warehouses to store their histories like museums. After a while we started to forget all those early pieces, the idea was originally to create the book for our tenth anniversary however we were incredibly busy at that time moving offices and opening the store. Books take a long time to make, years in fact so we eventually decided to do it for our fifteenth anniversary.

You asked me earlier about the difference between nanamica and North Face Purple. North Face has a really strong reputation around the world and a strong demand. Sometimes people recognise us as North Face Purple or North Face Japan, even my friends introduce me as Eiichiro from North Face when I’m abroad because that’s easy to understand and everyone knows the brand. So I was concerned with preserving the nanamica brand and establishing our separate identity. That was part of the motivation behind creating this book.

Read the rest of the interview here.

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