JP/EN

Encyclopedia of niime

2021 . 07 . 08

2021.7.9、tamaki niime TOKYO MACHIDA 誕生!

玉木「コンクリートで出来てる丸い建物で、直線部分がほとんどない。中も外も。階段も。ちょっと子宮の中みたいな感覚があるのかな。まるい空間にいる心地よさを感じつつ…でもそれが、東京という都会の中では限りなくオカシイんですよ。いや、これはほんと、体験してみないとわからない。」
玉木「ちょこちょこと手は加えたんですけど、大きくは変えずに、あるものを活かす。地下2階がメインで、作品全般を魅せるようにして、地下1階が生地屋さん。1階にはtamaki niimeのショールと、それだけじゃなくて「Tamazon」がスタートするの。雑貨屋さんってゆうか、私も含めてスタッフが良いと思えてオススメできるモノを扱うプラットフォームをつくる。」
玉木「これからtamaki niimeが大きく羽ばたいてゆくためには、海外の人が来日したときに観てもられる拠点であったりとか、関東の人により知っていただくための地に足のついた拠点が絶対あった方が良いと思うから。自分たちの世界観がわかる場所に来ていただいて観ていただくのが良いなと。ある種挑戦であり、ドキドキ感はすごくある。」

2021 . 06 . 24

編みチーム・山下が語る、“一点モノ”のもつ可能性。

「自分が糸を選んで編み上がった生地に触れた時に、あ、これ何か不思議な感じがするってゆう。これって世の中にはない感触やな、とか。今までに自分が見たことのないモノになってるなっていうのをカタチに出来た時が面白いというか、これを人に伝えたいなっていうのがありますね。」
「自分たち独自のモノづくりがあって、ちゃんとそれを理解してもらえて、愉しんでもらえて、また買いに来てもらえて。この世の中に色んな種類の服がある中で、自分たちの存在意義をちゃんと示していけば、愉しくモノづくりが出来て、また人を愉しませることができるんじゃないかと思いますね。」
「接客してても面白いですね。一点モノだからこそできる接客の方法もあるし、そこで生まれるお客様との会話も愉しいし。ほんとにね、すべては愉しいコトにつながる、そんなモノづくりに、自分としてはなってますね。」
「自分なりの、若い時にこの世界に入ろうと思った、その想いのゴールに向かって、色んなことにチャレンジして。ここでしか、tamaki niimeでしか出来ないモノを世界に発信していきたいですね。ほんとに新しいモノづくりの在り方ってゆうのを確立して、世界中の人に届けたい。」

2021 . 05 . 23

藤田美緒に訊く、イベントの新たな可能性「てんてん」

「イベントの回を重ねるごとに、皆さん明るい色を欲するようになられてゆく。地域性は関係なくて、皆さんに愉しんでいただける可能性が、どこへ行っても秘められている。」
「それを身につけていることでパッと元気になる。せっかくだったら元気になる色を着ようかな、とか、そう思ってもらえるきっかけをつくれているなら嬉しいことだし、面白いなって本当に思いますね。」
「tamaki niimeとしての新しい見せ方というか、今まで関心がなかった人たちにも、イベントをやることで興味を持ってもらえる、ウチを知りたいと思ってもらえるようなものにしたいと思うんです。」
「従来の商業施設とはまた違ったところへウチのスタッフも出張してイベントを開催する、そんな場所を今後探していこうかなと。これをご覧になった方から、ここなら面白いんじゃない?っていうお声があったら嬉しいですね。」

2021 . 04 . 20

染めチーム・岩本に訊く、この1年。

「「染めあそび」の、植物染料を使った後染めの作品発表は「botamask!」からなんですよ。マスクは口もとに付けるモノだからこそ、天然の植物染料で染める提案をするのはどうだろう?とチームで話して。」
「自社でしか出来ないことをやる。それがtamaki niimeで「染め」をやる意味だと思う。ある程度、「染め」に“余白”がないと。デザイナーもいて、最終的に作品になるまでに各チームを渡っていくわけだから。」
「もちろん、最終的にお客様のテンションが上がるモノを創る。それが前提ですけども、部署部署でも、染め糸を使って織ったり編んだりしたら、自分たちの想像を超えるカワイイモノが出来たとか、オモシロイモノが出来た、というところに着地してくれたら、ウチらとしてはやり甲斐があります。」

2021 . 04 . 03

酒井のブランディング論

〈後半〉

玉木「1点モノのモノづくりがしたいから、売り方・ブランディングに関しても、1点モノの売り方・1点モノのブランディングをしていきたいと。」
酒井「最初に考えて行動するよりも、ダイレクトに動いてほんとに瞬間的に直感的に行動して、あとから論理が付いてくるくらいの方が、けっこうビジネスってアクティヴで面白いんスよね。躍動感があって。…ってゆうのが僕の持論です。」
酒井「酒井ってなんなんやろう?って。そこであえてあの人はこうゆう人だよ、って言う必要もなくて、それはもうtamaki niimeってゆうパッケージの中に必要な要素なんですよ。だから逆に玉木が活きるし、この人はシンボリックな存在やから。一方で僕はそんな風に謎めいた存在でいることで、玉木とのバランスがよりその人にとって、?(クエスチョンマーク)になるでしょう?ブランディングについて答えだけ言うなら、どれだけ理解されないようにするか。」

2021 . 03 . 15

Mr Sakai's Branding Strategy

〈The first half 〉

“I always try not to accomplish it. I believe in the phrase 'Doubt the obvious'. I have kept my faith in 'the completion of unfinished'.”
“I feel romantic with unfinished branding, and if there is an ultimate accomplishment in branding, we don't need branding. It should be endless.”
“If I am allowed to say, my belief of branding or makers is losing their value when others understand them.”
“People feel attracted to the mysterious parts because they feel some something deep inside. I feel thrilled if people think they are challenging to understand because there are various aspects within us. That's probably what 'tamaki niime' is, and Tamaki and I want to be like that.”

2021 . 03 . 02

We announce niime's fabric store!

〈 part 2 〉

Tamaki: I remember the old days of fabric making with Mr Nishikaku. We kept making fabrics in conversations with artisans. I have been thinking about how our staff could meet with them and learn from them. It would be an excellent idea for both of us to open a 'fabric store' and mingle together.
Sakai: I wish to have a real free platform of B (Business) to C (Customers) market distribution, not only connection of B to B. Our business is basically on B to C distribution, and we hope to have newer links of B to B.
Tamaki: After all, I wish I could be a centre point to provide a place to answer their needs for those who want to do something, to make something, but don't have the know-how. If there is such a place to get help, they would absolutely challenge and step into what they want to do without suffering by themselves or giving up because of not knowing how.
Sakai: I want to have various people and cultures mingle. Without suggesting anything to them. I desire to have a place for those who could freely interact with each other and make a place by themselves.

2021 . 02 . 15

We announce niime's 'fabric store'!

〈 part 1 〉

Tamaki: tamaki niime was asked to sell fabrics. Artisans or anyone who wants to buy would gather and discuss, making it possible to make fabric development suggestions. They will develop to flow ‘B to B.’ Just like what Mr Nishikaku and I did. Students can get ideas, and craftsmen create what students asked for. I hope they learn about fabrics while still students, and I hope they expand to create exciting ideas.
Sakai: It would be good for the city of Nishiwaki. I hope they study here and meet various people outside, and I wish they come back to work here. It's good to see the world at least once. There are many amazing people in Japan. It's important to know there are people with unique senses.

2021 . 02 . 01

2021 'New Film Crew' has launched!

〈part 2〉

Ohama: The main difference is we can personalize the messages. I think our goal is that our messages are unified, but each one makes sense in developing from different angles. That’s our 'New Film Crew.'
Fujimoto: I am here to help make the introductions and connections from previous contacts, and use my previous public relations experience. I think they are the advantages I could share in my work here.
Ueda: I think our comments may sound amusing to the readers. We are enjoying our work, and we are happy if people can look forward to our next stage of development. I am sure it will be fun. (laugh)
Inagaki: I can't see it, yet. We will look forward to or enjoy what we may have. I may feel disappointed if I expect too much, but I want to enjoy working and going forward.
Kubo: If they are routines, they are not live. Weavers, knitters, and videographers are doing different works but doing 'the same thing'.

2021 . 01 . 15

2021 'New Film Crew' has launched!

〈part 1〉

Fujimoto: As I have public relations experience. I want to introduce the people we have been working with and bring the things into this team to suggest plans.
Ohama: As one of my roles in the “Wa team”, I worked on making ties with staff, which was probably the beginning of making outside connections. Now I hope it will make one of the massive connections.
Ueda: Expressing with my characters, I was hoping to report with a natural excitement for the customers.
Inagaki: What I should select for the videos. I thought it would be exciting if just a small thing became a big hit.
Mutsumi: We each have roles. To sum up opinions, share them with staff, and check up the progress to keep working productively.
Kubo: Just like blinking eyes, we want to view videos through their eyes. There, we could finally reveal 'tamaki niime's' lively creations.

2020 . 12 . 16

niime: The Years End and a New Beginning

〈a year end version〉

Tamaki: After a year, each individual's character strengthened the teams and created the online store. After thinking through how they could improve them, they brought tremendous results. I think that's what brought us together.
Sakai: Coronavirus is just one of the triggers which we will have in the future. I don't think we could slow down the speed of such changes. As the digitalized world speeds up, we seem to live with it, but we actually go backward to prefer more old-fashioned ways and focus on making such choices. Keeping animals or creating 'niime village' are such examples.

2020 . 12 . 01

"Connection team" x "Operation team", a stand-alone team discussion!

Mutsumi: What we are doing is not really like selling things. I wanted to have charming people who were like "tamaki niime" and introduce our products to the customers, not just to sell them.
M. Fujita: I feel like connecting with people through our products. We have been making efforts to have many events in the past, we may have to put more effort into creating rich contents at each event. I am trying hard on that now.
M. Fujita: Basically, when I find tasks I have to do, I try to enjoy myself and dig deeper into the work. I had to think on my feet much faster than any other company. I would have had a difficult time if I couldn't decide and work on my own.
Mutsumi: It is essential to do the tasks that you are asked for, additionally …if you want to do something you or any teams haven't done, but you want to try it, they would ask you to challenge it anyway.

2020 . 11 . 15

"Minoru team", where tamaki niime's energy is created.

〈part 2〉

Fukumori: For me, it is not just providing meals; it is more like offering entertainment. I want them to feel happy or be excited by enjoying different types of vegetables, which is my motivation to make vegetables.
Nasu: We had many problems to overcome, but we hope we could get 1 ton of harvest for the next year. Our rice is such a treat for you. Because it is made through natural cultivation.
Ooishi: We have been closing the cafeteria, but we want to get ready for the day we reopen. We want to try new things for not making them disappointed, and I need to study more.
Kamiyashiki: If they ever use wild game meat for cooking, I would like to have the opportunity. ( laugh ) The boss gave me a book about wild game. I am studying it now.
Hatsuko: Home dishes make you feel so good and comfortable. So, that's my only wish and purpose for cooking. That's why I have been enjoying cooking, and I wish to be their comfort.

2020 . 11 . 01

"Minoru team"; where tamaki niime's energy begins.

〈 part 1 〉

Nasu: The one we are cultivating is one of the Western kinds of cotton, very close to the purest white Egyptian cotton. We have been giving out cotton seeds at various events. The cotton fields are not only here. We have other sites that we ask some customers to grow, too.
Fukumori: This year, many people are voluntarily self-quarantining or staying home, and there are many requests from people to share the seeds. So we ask them to help our "sakumen", making cotton. They have been increasing.
Oishi: As I started working earlier, I have made menus. Seeing the vegetables received, I am allowed to decide the menu for the day. I hope I can cook them without wasting as little as possible.
Kamiyashiki: I had been studying cooking abroad in France until March. I also studied fashion before that. I hope I can work for both professions in the future. I found the perfect place.

2020 . 10 . 15

"Shop team"; delivering great works and creating close relationships with the customers.

〈part 2〉

Matsumoto: They came to know us by "Tamask" and saw the outfits. I think we are increasing in customers who start understanding essential items and have become regulars during the pandemic.
Tanaka: Many suggest enjoyable ideas to us. Most of the people usually like non-provocative fashion, but many of our customers do like bright colours or interesting shapes, or denim with originality. I guess they refine their tastes by adding up all their experiences from the past.
Fujita: They come not only for shopping but for consultation as well. Even the shy customers gradually open their hearts.
Kageyama: There must have been some "tamaki magic" at the event I attended. (laugh) Some told me to come to Nishiwaki, and they actually became regular customers here.

2020 . 10 . 01

“Shop team”; delivering great works and creating close relationships with the customers.

〈part1〉

Matsumoto: I saw the ads of the boss hanging the shawls in the sun. That got my attention and made me want to work here. It was so pretty that the colours, the wind, the light and the sky are all unified.
Tanaka: I was working at the department store before that. For the first time, I had a chance to touch shawls made from the cotton. I was so impressed with their softness, which was completely different from other brands that I had experienced at many exhibitions.
Kageyama: I didn’t I have much experiences with customers, but I had fun working and was happy to watch customers who are satisfied with shopping. I have so much fun.
Fujita: Isn't there only-one-item for each customer? That’s why we match one item with one item...you can never experience that anywhere else, and you can never repeat it.

2020 . 09 . 15

Mr Fujimoto × Ms Ishizuka discuss the new ‘tamaki niime’

〈part 2〉

Fujimoto: We produced them rapidly because we had experienced making "tamask". This helped us understand how to work effectively as a team. We demand a more rapid response for items that we have to create now. Not working individually, we connect and blend together to make it work. That's how the company tries to make it work.
Ishizuka: The things we did in the past are not 100% the best. We work on them using past experiences and current methods that we use now. We blend them together. Working with other staff, we could see them at different angles, which I couldn't see two years ago. I often find myself feeling great about better results in most cases.

2020 . 09 . 01

Mr Fujimoto × Ms Ishizuka discuss the new ‘tamaki niime’

〈part 1〉

Fujimoto: "Improving skills" does not mean that we are just being asked for technical skills. The staff are expected to “observe”, seeing the whole of the company objectively. Right now, I feel we are trying to break down the walls between the teams in the company.
Ishizuka: The COVID Pandemic was a trigger to bring us together to move in the same direction, which was making masks. That means that we can blend without teams. Since we have come to this point, we can mix or blend with what we have been setting up so far.

2020 . 08 . 15

A frank and open discussion, the "Sew team."

〈part 3〉

Magome: I want to work on making creations favoured by those a bit younger, which is where we make much of our sales now. "tamask" and "tamafukuroo" sell well to all ages, and that's where I want to target making such creations.
Kawabata: I think we could make people happy with our products, because when you wear it, it affects your mentality. I’d like to create more of them to warm people's hearts.
Miyazaki: Because Ms Tamaki has accomplished what I wanted to do. During the day, I could make what I want to make with the excellent materials here, that's why I feel delighted. (laugh)
Katake: Ms Tamaki likes surprises and creating happiness. I came here because I like her character. I hope we can spread such feelings.

2020 . 07 . 15

A frank and open discussion, the "Sew team."

〈part 1〉

Kawabata: Especially here, they prepare to complete garments from designs up to production. This is the only place we can work through the whole process.
Magome: I would like to work for the production company in the community rather than the leading apparel companies. It is very interesting to see the whole production process, which is very rare to see.
Katake: I wanted a sewing job from the beginning. We can make our own materials and touch them before sewing, which help produce unique and original products. I feel this is the ideal company.
Miyazaki: After I met the boss and talked to her for the first time…I haven’t told anyone…on my way home I knew I had a bizarre, special feeling towards her that she was not like my sister or daughter.

2020 . 07 . 01

The Gentle Flames of our Creative Ambitions the “Knit team”

〈part 2〉

Miyamoto: For the team goal, I would like to have the knit products become one of the leading shares in all "tamaki niime" products.
Nakamura: I hope I could make the best products that I can. Since we can handle the whole production process with WHOLEGARMENT, our team is very flexible in our work. This year, I want to try something new that I have never tried before.
Tu: Later, I want to focus on other daily products that could be favoured by customers, not for fashionable clothes.
Yamashita: I always have ideas in mind that I want for clothing that makes people give a little laugh when they wear them. I want to make people happy who wear what I've designed, which is what I've wanted since I was young. That has never changed.

2020 . 06 . 15

The Gentle Flames of our Creative Ambitions the “Knit team”

〈part 1〉

Nakamura : It motivates me to see actual customers purchasing the products I made. It is an excellent opportunity for me to work where I could hear customers’ positive or negative comments directly.
Miyamoto : The most luxury I have is I am not making given items. I could use my own ideas, including choosing colours and see my products sold, which is impossible in other companies. I really appreciate that. It is not easy because products have to be the Only One item, which means we have to change colours in making another, but I am so happy when I can make good colour combinations, which is fun.
Yamashita : The main issue we have is how we could create unique products, which is different from other companies. We didn’t get approval from Ms Tamaki and worked until 2 or 3 am everyday….

2020 . 06 . 01

"Weaving team" that weaves in six colours

〈part2〉

Nakao : Yes, I’m really involved in various jobs. Rather than nurturing people, they just have us do it, more and more. (laugh) What I want to do in the future is get more involved into design.
Murakami : Shawls can be made quickly, but we are making them ourselves, where as normal production takes half a year in production planning, so instead of three months, we can finish in a week. It is easy to move forward. E-commerce is currently growing, so there was an immediate reaction as to the kind of work needed.
Fujimoto : I think that through “weaving” we will be able to increase the number of challenges that we have never created before. Regardless of success or failure.