Interview with designer Hirodo Yumoto share the creative concepts of SEE SEE and Stripes For Creative

In the current trend market, the success of a brand not only depends on design and products, but also on how to establish a deep emotional connection with the community. The Japanese brand SEE SEE, founded by Hiro Yumoto, is a representative of the continuous growth through social culture. From the initial creation of wooden home items to the entry into clothing design, Yumoto has always regarded the community as a source of inspiration for creation and a core strategy for brand development. He believes that the community is not only a supporter of the brand, but also an important partner in creative development.

Hirodo Yumoto is not only the founder of SEE SEE, but also holds multiple positions in the field of design and creativity, including serving as the planner of Yes Good Market, promoting Japanese and international design exchanges, and serving as the creative director of UR dDdDdDdDd, showing a diverse Creative vision. SEE SEE started from Shizuoka’s wooden home furnishings in 2014 and gradually developed into a trendy brand that integrates skateboard culture and traditional craftsmanship. It has featured cross-border cooperation. It has cooperated with eye_C MAG, URBAN RESEARCH and HBX and other units. Further expand the international market.

In 2020, Yumoto launched a new clothing brand Stripes For Creative (SFC) to explore more creative possibilities; at the same time, he is also actively planning to develop emerging markets, such as co-branding cooperation with Macau GROUND FLOOR MACAU and LIVIN' concept stores, through integration into the region. Culture further consolidates the connection between brands and communities.

In this interview, we discussed the profound impact of community culture on brand growth with Hirodo Yumoto, and learned how SEE SEE and SFC extend the value of the brand to a more diverse culture by working with communities in different regions. Field. Yumoto also shared the story behind his collaboration with LIVIN' concept store in Macau and his expectations for future brand development.

SEE What was the original intention of SEE? Where did the brand come from?

SEE SEE's starting point is actually very simple. I hope to combine Shizuoka's traditional craftsmanship with modern design, so I started to make wooden home items, such as vases, wall-mounted art installations, etc. Inspiration is mainly from observations of daily life, as well as subcultures I came into contact with when I was living in San Francisco, USA, such as skateboarding, graffiti and music. Especially the small local creative community, I felt an atmosphere of mutual support and co-creation, and this influence continued until I returned to Japan. For me, the core of a brand is not only design, but also how to make consumers emotionally connect with the brand.

SEE SEE How did this transformation happen from wooden items to clothing design?

It all started with some unexpected opportunities. We initially tried to make hats and simple peripheral products, but we didn't expect that these items were very enthusiastic in the community, especially those designs with skateboard cultural elements, which attracted more attention. So, we gradually shifted our focus to clothing design and incorporated street culture into our products. I hope that SEE SEE's clothing can not only be worn, but also become an expression of a lifestyle, allowing the wearer to feel free and creative.

What is the difference between the two brands SEE SEE and Stripes For Creative?

The positioning of the two brands is actually very different. SEE SEE is more inclined toward small-scale community, emphasizing the rarity of limited-edition items. Products are mostly sold through internal activities or specific channels to show the uniqueness of street culture. Stripes For Creative is relatively mature, with a simple and practical design, aimed at a wider consumer group. I hope SFC can find a balance between street trends and premium textures, such as the loose-cut shirts, blazers and other items that we have launched, focusing on details and emphasizing comfort. Although these two brands have different styles, they both carry my persistence in culture and design.

What do you feel special when I came to Macau to hold an event this time?

Macau gives me the feeling of being “small and refined”, but at the same time full of vitality. The culture here is very interesting, with a deep historical background and can be in line with modern trends. Especially during this collaboration, I felt the enthusiasm of the local community for SEE SEE completely exceeded my expectations. Their support really touched me and made me more confident in promoting the brand philosophy here. In the future, I hope that SEE SEE and SFC can find more cooperation opportunities in Macau and create a deeper connection with local trend culture.

Why choose Macau as one of the event locations?

Actually, this is thanks to our Macau partner Luis, who is a loyal supporter of SEE SEE. It is precisely because of his connection that we have the opportunity to cooperate with GROUND FLOOR MACAU and participate in the joint planning of the LIVIN' concept store. Although the market size of Macau is not large, the creative community here is very active and full of potential. I think the growth of a brand is not only about entering the big market, but also about establishing an emotional connection with these vibrant small markets. This time, the “MY NEW YEAR COLLECTION” series also hopes to allow SEE SEE to interact with Macau fans through this limited form, and listen to feedback from different communities.

What impact does social culture have on brand growth?

Community culture is indispensable to brands. It not only helps brands accumulate fan base, but also an important source of creative inspiration. For me, the community is not only a supporter of the brand, but also a partner of the brand. For example, this time with LIVIN', a lot of design inspiration actually comes from our interaction with the Macau community. I hope that every piece of SEE SEE can resonate with supporters, such an interactive relationship is more valuable than pure sales data.

What are your expectations for future brand planning?

We will continue to maintain the small community model of SEE SEE and focus on creative display and cross-border cooperation. Meanwhile, Stripes For Creative is challenging more international possibilities. For example, in March this year, we plan to launch a joint series with international brands and bring the brand to the European and American markets. I hope both brands can continue to grow and bring inspiration and inspiration to communities of different cultures.

Finally, for trend enthusiasts, what is the most important thing

Don’t follow the trend too much, finding your own style is the key. Whether it is dressing or creating, you should be loyal to yourself and show a unique attitude. At the same time, maintaining a modest and grateful attitude is not only the cornerstone of all creation, but also an important element in establishing a connection with the community. The most important thing is to enjoy this process and explore your own value from it. This is the true charm of trend culture.

In this interview, Hirodo Yumoto showed us the profound impact of social culture on brand growth. SEE SEE not only attracts consumers through design, but also regards the community as an important partner in creative development, drawing inspiration and exploring the potential of new markets. In particular, the collaboration with LIVIN' in Macau highlights Yumoto's keen sense of local culture and small markets. In the future, as the brand further expands on the international stage, I believe that Hirodo Yumoto will continue to use the power of the community to create more culturally significant works, allowing the brand to occupy a place in global trendy culture.

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