Make a fake version of "mù"? Kimura's unofficial game.

Even before the brand launched, there was an idea that Kimura had kept hidden in his mind for a long time. That idea was "bootleg."

Fake T-shirts found in vintage clothing stores, whose authenticity is difficult to discern, and unofficial printed items mixed in with band merchandise.

The existence of fakes means that the genuine article is admired and respected by many. Kimura has always felt a certain longing for that.

mù_ is still a small brand. At this stage, it's unlikely that fakes would circulate; no one would bother to make them.

So, why not make them ourselves? This idea led to the creation of the unofficial items subtly mixed in with vintage clothes at this pop-up event.

-When did this idea first come about?

Kimura: It was before the brand even started.

I had this concept of participating in a flea market and slipping fakes in among the goods, but I couldn't quite connect it to what would be most interesting.

-Did this pop-up event provide the trigger?

Kimura: Yes. We were planning a three-day vintage clothing pop-up event with "Fashion Ichiro" in the basement of our physical store from April 24th to 26th.

That's when this long-cherished idea finally clicked. I realized we could recreate the common sight of bootlegs mixed in with vintage clothes at a vintage shop. It felt like I could finally open that drawer in my mind.

-Why are you so particular about "fakes"?

Kimura: I think the creation of fakes is proof that the genuine article is something truly special.

No one makes fakes of things no one knows about. Whether it's band T-shirts or famous brands, the circulation of fakes indicates a certain respect for them. Our brand hasn't reached that level yet, so I thought, "Why not make them ourselves?" It's a mix of a little pathetic jealousy and the hope that we'll eventually get there.

-Are you intentionally changing the way the items are made as well?

Kimura: Yes.

Our brand typically starts from scratch, from fabric selection to pattern making, but this time, we intentionally did the exact opposite.

We're using commercially available blanks, like those often seen in band merchandise, and printing on them. We even intentionally printed them with just one pass to create a slightly uneven effect. I wanted to evoke the feeling of someone amateurishly making and printing their own design.

-Please tell us about the particularities of the artwork.

Kimura: The criterion was to do something I would never do myself.

Using Katakana for "mu" or including "TOKYO JAPAN"—these are expressions I would never use when designing. But that's what creates that subtly uncool, bootleg-like aesthetic. It's like intentionally packing in things I like but wouldn't incorporate into this brand.

-Are these genuine or fake?

Kimura: To me, they're fakes. But that doesn't mean I'm telling people not to buy them because they're fake. However, if a customer buys one and then comes back to the store, we'll tell them, "This is a fake." Even though the same designer created it. It doesn't make any sense, does it?

-You're not selling these items in the store, are you?

Kimura: No, we won't. If we did, it wouldn't be unofficial anymore.

It only makes sense if they're subtly mixed in with the vintage clothes at the pop-up venue. I've even told the staff that it's fine to wear them in their private lives, but not in the store. I want to value that whole story.