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.

2021 . 01 . 01

niime: The Years End and a New Beginning

〈a new beginning version〉

Tamaki: People asked me, "Where is 'tamaki niime' going?" or "Do you have a hard time as president of the company or running the company?" but I think making things, developing people, and raising animals, are basically all part of creation. In 2021, we declare that we won't do what we aren't excited to do.
Sakai: The true meaning is always there with you. If you go outside, you could become aware, and I think it's vital to allow those deep feelings and appreciate them. Excitement and Thankfulness. If you can keep them, you can enjoy most everything in the world.

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 . 08 . 01

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

〈part 2〉

Miyazaki: All the masks everywhere have sold out! I went to a drug store in Nishiwaki, and they told me there was none. I hope we could make them immediately.
Tu: I have the same idea!
Tamaki: Make the masks immediately!!
On January 30th, 2020, the history of “tamask” began through LINE conversations at work. Now, the “Sew team” looks back at the days where they had to quickly response to the Coronavirus Pandemic

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.

2020 . 05 . 15

"Weaving team" that weaves in six colours

〈part1〉

Taniguchi : We are currently not producing shawls. We switched to making masks. First, we make the gauze. Because of the coronal damage this time, gauzes are running out in various places, so we can deliver them to those who need them.
Nishizaka : There are some things that I’m not used to because they have an original methodology here. Under the situation of the Corona now, the methods of the company are changing rapidly.
Ueda : Now my goal is to be in the top 3 designers in the company. I want to make everyone happy via creation. I want everyone to know more about tamaki niime.

2020 . 05 . 01

tamaki niime, the meaning behind announcing of making masks

〈part2〉

Sakai : You know what? Even daydreaming outside by myself, there are many aspects of entertainment. I believe we will refine our own enjoyment from now on. I hope everyone becomes aware of its importance.
Tamaki : Because we have real situations, we have to think about it. That’s why it is easier to experiment and try and error for now. Of course, the scenarios I have in my mind are not singular. Whatever situations happen, I try to get answers on each case instinctively. It is interesting to see such little choices bring us real results.

2020 . 04 . 15

tamaki niime, the meaning behind announcing of making masks

〈part 1〉

Tamaki : We tried many things all of last year. We tried to do many things, but we couldn’t make it for most of them. After making masks, however, it seems everything has started moving in the right directions.
Sakai : Basically, we are not interested in following trends. We originally stray from trend fashions. That’s the way we could work flexibly. This time we could shift to making masks flexibly, too.

2020 . 04 . 01

What is the "Wa（わ）team"??

〈part 2〉

Motooka : Additionally, we are not only making clothes but also working on multiple projects. There are multiple possibilities.
Kubo : However, the flexibility of production is quite high, so it’s fun to be able to make a wide range of proposals for ideas to take with.
Ohama : In my experience, especially in the system, it is rare to let an ordinary employee be in charge of such a wide range of job or role. Though they (Ms Tamaki and Mr Sakai) do not hesitate to allow me to handle it. How should we handle the basics? As for myself, I get to experience the kind of things that come from there.

2020 . 03 . 15

What is the "Wa（わ）team"??

〈part 1〉

Ohama : I made a suggestion that it would be better to verbalize the ideas that came out from Tamaki and Sakai when we were talking.
Kubo : Basically, we’re like being outside of logic. I think it’s quite challenging to verbalize our company, including logic and rationality. Personally, I don’t think we can narrow it so easily with them, thus defining it becomes a lot of work.
Motooka : I’m making things that are in need, such as brochures, the web, and recently the online shop. It lacks coherence. We have to create something that can be expressed from a more “root” (point).

2020 . 03 . 01

“Dye team” appears!〈part 2〉

Calculated coincidence

Watabe : I want to make “Sukumo” which can dye for the original Indigo dye without using chemical substances at all. I want to make Hie-cho famous for the Indigo dye.
Matsumoto : My goal is making that hand weaving big rug mat and I hope to mix the natural dyes.
Iwamoto : Keep playing. This company allows us to approach the whole process, which other companies wouldn’t allow. We could have the best time that we create and make products while playing.

2020 . 02 . 15

“Dye team” appears!〈part 1〉

We don't dye the same colours.

Matsumoto : I was at the “Weaving section”, where my job was choosing threads for “arranging threads” or making ideas for the colour scheme every day. And now I can dye while I have an image of weaving. They are so connected to each other. It is fun.
Watabe : We don't dye the same colour, do we?
Iwamoto : On the general world market, they make the products with the existing colours. There is no limitation in making our products if we make everything by ourselves.

2020 . 02 . 01

nime’s talk

About ‘job’ and ‘creation’
〈part 2〉

Tamaki : For me, it is the work. I don’t have to dictate If this or that is work. It all includes my "work", or it means "living". I would say if your pursuits only benefit you at present, you couldn’t really develop your creativity.
Sakai : Today, most people just want the now. I hope our staff can include “work” and “play” together in a positive way.

2020 . 01 . 15

nime’s talk

About ‘job’ and ‘creation’
〈part 1〉

Tamaki : We don't separate design and productions. We can think of designing while producing. That's our stance. If our teams can get “that creation”, there is nothing to worry about.
Sakai : I always want access to limitless possibilities. If they ask me for my approval, I try to find a common understanding, edit and give my consent. I let my staff decide their goals. That’s how I handle my role.

2020 . 01 . 01

niime’s crossing into a new year talk
back to the beginning announcement by Tamaki & Sakai
〈part 2・on New Year’s Day〉

Tamaki : I believed all I needed to do was just to devote all my energy to the things which make me happy and have fun. So, we, “tamaki niime” will change in 2020, right? I feel we have been changing.
Sakai : Going back to your root. Simple is the best. Just continue to be ourselves. We need to keep unchanging ourselves!

2019 . 12 . 15

niime’s crossing into a new year talk
back to the beginning announcement by Tamaki & Sakai
〈part 1〉

Tamaki : We discussed where the future “niime tamaki” heads for. While we had spent some such years, we really enjoyed ourselves. Having risks in a sense, we were nervous about living each day, but we had felt alive.
Sakai : It is not a matter of money. Our income now is more than ten times our first income, however, back then, it was not the matter. We were just so excited to have this business.

2019 . 12 . 01

niime's a little over twenty-minute talk

About roots〈continued from the first half〉

Tamaki : Living is fun, isn’t it? I mean every day. Because my job is one of my hobbies, I have so much fun doing it. They frown to say not to understand that working is fun. Why don’t they have fun?
Sakai : Everything is simple, after all. You shouldn't just get over something, or you don't even need effort or that kind of shit. You'll change because of need. If we are too conscious of breathing, we'll burst.

2019 . 11 . 15

niime's a little over twenty-minute talk

About roots〈part 1〉

Tamaki : Whatever you receive, whatever types of farming you do, even if it is good for the environment or not, more than all these things, it is more critical to have creations for us to make us happy and have fun. I have reached that point, not just thinking about it in my head.
Sakai : It must connect to our roots or homeland. Weren’t we doing that when we were young? We were just doing, because of what we felt was fun.

2019 . 11 . 01

niime’s twenty-minute talk

About ‘play’〈part 2〉

Niime and Sakai's discussion about "play" continues on, and it hasn't ceased heating up. We have found that they have their own distinct differences in how they 'play'.
Tamaki “ I believe it is crucial to be open as to what we are doing now. We don't need to show off how we are doing or to impress others.”

2019 . 10 . 15

niime's twenty-minute talk

About 'play'〈part 1〉

This time our topic is "play". Tamaki and Sakai see their work as a form of exciting play, as they call “niime’s play theory”. They began to talk about vivid memories of games in their childhood and then investigated frankly what "play" is. Sakai “Playing is the ultimate thing that we want to do. Nowadays people consider things so logically. When we were kids, playing was more three dimensional.”
Tamaki “You cannot use your imagination if you could immediately find the answers. It is more important to allow your mind to work to inspire you.”

2019 . 10 . 01

niime's twenty-minute talk
About a 'natural attitude'

〈part 2〉

In the new 'niime encyclopedia' twenty-minute talk part two, Tamaki and Sakai will continue to talk about a 'natural attitude' in a relaxed and casual way. The subject goes from the 'exhibitionistic' to the ‘environment for raising children' and the 'compulsory education'.
Tamaki “We cannot learn without a natural attitude, with a little excitement. Our brain will reject it if someone says, "Okay, it's time to study!", and force us to do.”
Sakai “What we are doing is not an obligation. We are not forced to do anything. We do it for fun.”

2019 . 09 . 15

niime's twenty-minute talk
About a 'natural attitude'

〈part 1〉

A new twist for the niime encyclopedia! Ms Tamaki and Mr Sakai will provide quick answers in a twenty-minute discussion of the theme. The current theme is "natural attitude". How will they answer?
Sakai : With a natural attitude, it does not matter if you are stylish or not. I believe you can be the way even if your intention isn't to be cool or not.
Tamaki : People are all the same. There is not much difference between the good, bad, higher or lower.

2019 . 09 . 01

Are we ending the 'niime encyclopedia'?

"The 'niime encyclopedia' has been too long. Don't you think so? ", Tamaki said. "Only our hardcore fans love to read this, but many people must be bored with it." How can we spread 'tamaki niime' brand, which never stays in one place, trying to evolve to make progress? Tamaki and Sakai, join me to discuss their thoughts openly. What should we do with this web project, 'niime encyclopedia'? What can it be?

2019 . 08 . 15

Transparency, and niime's organizational belief

To create openly. That is one of the unshakable policies,'tamaki niime' believes in. Not just showing her Lab through the glass window and guiding people around. By listening to Tamaki and Sakai's talks, their desires and beliefs in the 'tamaki niime' organization have been likened an open and inviting breeze. At the same time, it is like flowing water which never stays in one place, changing its shapes and states gradually.

2019 . 08 . 01

‘Mittsu kai’

Tamaki "Are we gonna talk about 'Mittsu kai' this time? Then, wouldn't it be better to ask our staff? "
Sakai "I guess, Fujiryu."
Tamaki "Fujiryu and Fujita."
Sakai "Let them join."


‘Mittsu kai’; the 3rd Relocation Anniversary Event of 'tamaki niime' will be held for 6 days from Saturday, August 10th to Thursday 15th this year. The Shop & Lab will be staged with scale-ups and more events every day.

2019 . 07 . 15

An intuitive sense is necessary.

An intuitive sense is necessary.
Tamaki moved to the home of Banshu-ori, which made it possible for her to have intense interactions with the Banshu-ori craftsman Nishikaku to create fabrics. After trials and errors, she finally produced the 'only one shawl'; the representative creation of 'tamiki niime'.
However, it was not the only thing Tamaki learned from Nishikuru; a walking dictionary of Banshu-Ori, and hinted at its unique manufacturing techniques.
I'd like to listen to Tamaki and Sakai, who has learnt a lot and made decisions via little things and conversation with sharp and flexible sensibility and intuitive sense to build their brand and management.

2019 . 07 . 01

Being "新雌(niime)."



"To create a new society where women can shine."


That's Tamaki Niime regularly mentions. She puts her heart and determination into the name "新雌(niime)" that she would like to express and propose "the new female image."


This time, the talk session is about being a woman; being "新雌(niime)". And about the meaning in depth and value that the only creation has.

2019 . 06 . 15

Significance of "Koshirae kai" and the future.

We’d like the people who visit our Shop & Lab not only to buy our works but also to have various experiences as creators. Furthermore, we’d like to grow as a community in this area through creation.
This is the second part of the tamaki niime’s new trial “Koshirae kai” interview with Tamaki and one of her staff Fujimoto.

2019 . 06 . 01

Enjoyable creation at 'Koshirae kai.'

The tamaki niime 'Koshirae kai' launched in February of this year and has been held on each national holiday.
So far, we have had natural soy sauce making, indigo dyeing, silkscreen printing, small handcrafts using old cardboard boxes, and cotton seeds sowing. It is a workshop place where various creators are invited to each lecturer, and the participants can enjoy valuable creative experiences.

2019 . 05 . 15

niime History Chapter 6

Evaluate, then Create a Workflow.

As the tamaki niime brand moves forward, launching promotional events; it seems that much like the art of creation there is a carefully designed workflow based on keen judgement and mechanisms that surprise recipients.

2019 . 05 . 01

niime History Chapter 5

Learn, think and act.

My family runs a boutique in Katsuyama, Fukui. They brought me along when they went to wholesale stores in Osaka. Tamaki, who was looking forward to finding her favourite clothes, soon became tired of ready-made garments. From early childhood, she began her journey into the world of creation.

2019 . 04 . 15

"ONLY" and "ENOUGH"

There was a priest of a temple, Master Sougen Yamakawa - the chief priest of the Rinzai school Shōgen-ji, that my late father considered as a teacher and was always fascinated by him.

2019 . 04 . 01

niime History Chapter 3

Just the way it is and the Only One

"Our brand philosophy is not like the one of the so-called fashion industry giants. " As Sakai says, 'tamaki niime' embodies the passion of creation, the value of the one and the only works with its spirit of freedom.

2019 . 03 . 15

Dyeing with Mud

Ms Tamaki first said, "you know 'Bengala-Zome (Bengala Dyeing)', right?"
and she started speaking about her new challenge in the tamaki niime style.

2019 . 03 . 01

tamaki niime × Earth Regeneration Lecture

〈 Part 2 〉

"If it is the best for the earth, then we must accept it."
Ms Tamaki, who considers the standards of the Earth, a vast living organism of which she is part, met with Mr Tomonori Yano, the Earth Restoration representative, an association that promotes global environmental activities.

2019 . 02 . 15

tamaki niime × Earth Regeneration Lecture

〈 Part 1 〉

If you have visited the tamaki niime Shop & Lab recently, you may have seen the soil around the building shaped like a corridor, and various trees and plants have been planted.
From January 28 to 30, a three-day event titled "tamaki niime × Earth Regeneration Lecture" was held. The staff of tamaki niime, including Tomonori Yano, the Earth Regeneration: Creating a Forest of Harmony representative, and participants from all over Japan worked to regenerate the soil of the Shop & Lab.

2019 . 02 . 01

niime History Special Edition - RIP - To My Late Father.

Tamaki Tatsuo, the father of Tamaki Niime, passed away on January 8th. He was 70 years old.

2019 . 01 . 15

niime History chapter 2

Originality

Her unique creative process working in Banshu-ori style has become very popular. Now that it is a well-known concept due to tamaki niime's originality, we seek to understand her strategies and processes in trying to launch her name brand, as well as her thoughts.

2019 . 01 . 01

niime History

chapter 1
Independence

Happy New Year.We hope you enjoy the "niime Encyclopedia" this year as well. Today, from the first day of the New Year, we would like to begin our new series; the "niime History." Tamaki Niime herself will discuss the progress of ‘tamaki niime’ over the past 12 years.

2018 . 12 . 15

niime: a year’s end, and a new beginning

Since the 1st anniversary of the relocation "Hitotsu-kai", there have already been signs since the event held in September last year. In 2018, tamaki niime incorporated their thoughts and ideas into a plan that worked parallel with the creative side and communicated with their customers. They started to hold various events to display from multiple angles.

2018 . 12 . 01

The “root” of tamaki niime

"Enjoy creativity and continue to explore earth-friendly things." Recently, a term was expressed that encompassed the corporate philosophy and management guidelines of tamaki niime. They call it the "root".

2018 . 11 . 15

Ms Ishizuka × Mr Fujimoto

discuss 'tamaki niime' and their Future

The two of them work together on the “Weave team.” Both have worked on creation with a sincere attitude and have argued with each other because of the different approaches towards work. And beyond that, an incredible story awaited ... A sequel to the discussion by Ishizuka x Fujimoto.

2018 . 11 . 01

スタッフ石塚×藤本、tamaki niimeを語る。

In this 'encyclopedia of niime', we will introduce you to tamaki niime from the perspective of the staff working in the Lab.Mana Ishizuka and Ryuta Fujimoto pursue creation with a sincere attitude while having repeated discussions with the "Weave team" and improving themselves through friendly rivalry. We will hear their thoughts.

2018 . 10 . 15

niime Job offer. This is the type of person we would like to hire!!

tamaki niime is a company that is unlike any other "company" in the general public, as its attitude towards creation is unbound by one specific concept. After Tamaki's "awakening" the company entered a new cycle, and now the human resources department is looking for job candidates different from before. Now the "encyclopedia of niime" will deliver an "honest" career discussion with Tamaki & Sakai and staff Ryuta Fujimoto.

2018 . 10 . 01

The beginning of a new cycle

Regularly pondering the significance of creation, they continue to explore their potential and the relationship with the world moving forward. It will also be a thorny journey that requires enormous effort. The "Zakkubaran-kai (open discussion)" was held in the Shop & Lab of tamaki niime in the "Navel of Japan" to invite the members of "Unagi no Nedoko", who work mainly in Yame City, Fukuoka to convey the creation of Kyushu Chikugo. Tamaki felt a symbiotic spirit between the people in Kyushu, who have similar aspirations as herself. The event, held in a relaxed atmosphere open to customers; considered their own nature; enkindled a moment of sympathy and touching upon Tamaki's own awakening.

2018 . 09 . 15

'Going back to the beginning.'

The "Zakkubaran-kai (open discussion)" was held on September 2. There, they invited the "Unagi no Nedoko (Eel's bed)" staff from Yame City, Fukuoka Prefecture to work on solving local issues through creation. Tamaki was so caught up in her ambitions; she didn't give herself time to engage with the people from Kyushu and their clear vision.

2018 . 09 . 01

Aspiring to self-sufficiency - We would like to be 'a safe haven' for an emergency.

"The day will come when conventional things are no longer common in the society." Running parallel with her creation, Tamaki, who has been aware of the dangers of the foundation of modern society with her keen sensibility, has started searching for a lifestyle to protect themselves which doesn't rely on the systems that seemed to be conveniently solvable with money.



2018 . 08 . 15

Aspiring to self-sufficiency - a new experiment in food and agriculture.

Surrounded by nature, the 'tamaki niime' Shop & Lab is filled with a comfortable air at the foot of the lush green Okanoyama located at the 'Navel of Japan'.  The Hatatani river flows in front of the Shop & Lab, and the vast cotton field it nurtures cotton spreads out before it.  In such a free environment, Tamaki is thinking of the planet's ecosystem.  It is inevitable for Tamaki, who is living every day as Vegan, to increase concern for food and agriculture. 

2018 . 08 . 01

Talk about "tamaki niime ‘Futatsu kai’".

The Shop & Lab 2nd Relocation Anniversary Event "tamaki niime ‘Futatsu kai’" will be held for 9 days from Saturday 11th to Sunday 19th of this month. It’s been a year since ‘Hitotsu kai’; the first-anniversary event was held.  It was full of a relaxed, natural atmosphere not only inside the shop but everywhere in the lab with the men and women of all ages enjoying the festival.

2018 . 07 . 15

The story of “新雌 (niime's)” birth. -  "To create a new society where women can shine."

Tamaki Niime created a new era of the female image, and she has embodied it herself. The brand name “玉木新雌 (tamaki niime)”, which was named in 2004 at the time her brand was launched, seems to have deep thought and ideal of Tamaki beyond the concept of a fashion brand.

2018 . 07 . 01

Tamaki and Sakai. The origins of an unlikely collaboration.

Unconventional thinking.  Without relying on the existing theory, pursuing our own quality methodology faithfully, to get the best out of oneself.  That is the point both Tamaki and Sakai have in common.

2018 . 06 . 15

Discussions by Tamaki and Sakai, and the essence of creation.

At the exhibition in Tokyo, the encounter with Mr. Hirofumi Nishikaku; a Banshu-ori craftsman, connected to Tamaki and Banshu-ori. "I was certain that it would be an interesting creation if I tried to produce perfection of the material, specifically fabrics. I felt its value would shine if I polished it." Tamaki recalls.

2018 . 06 . 01

All the staff pursue their creativity, new creations.

As represented by the shawls, tamaki niime's work of art has been widely loved because of the expression of the freedom; free from limitation of age, gender or body shapes to wear.

2018 . 05 . 15

Shawls, and tamaki niime's creations.

A light and soft fabric that brings you a comfortable feeling. A deep, vivid shade expressed in a combination of bold but delicately coloured threads. A cherished work of art, worldly, and free from limitation of age, or gender. Love that dwells upon a singular oeuvre whilst displaying varying expressions, one at a time. A shawl is a more than a work of art; it is an expression of philosophy and feeling.

2018 . 05 . 01

To talk about “Hara goshirae kai”
‘tamaki niime’ meal trial.

This new creation “Hara goshirae kai”, which is good to our bodies and the earth, is produced by tamaki niime and the food creators.
It launched in January of this year and has been held every Saturday and Sunday at the ample and cozy space ‘tabe room’ on the second floor of the shop. The food creators from various restaurants switch menus daily, and provide a unique cuisine using plenty of the freshest vegetables.

2018 . 04 . 15

To the creation of global standards.

“We only focus on the concept:Is our creation good for the earth?”
That’s how Tamaki answered with a firm smile.

2018 . 04 . 01

I would like people to know ‘tamaki niime’.
- Introduction -

Surrounded by her soft and colourful art, she faces the tradition loom stoically.
With a smile as warming as the natural sun, she stands among the sun-dried shawls as the flutter in the pleasant breeze.