02 INTRO

08 PUBLISHER’S NOTE

12 CHECK OUT THE CART
Items in customers’ shopping bags at Uniqlo stores in Seoul and Tokyo

18 OPINION: W. DAVID MARX
The history of the Japanese fashion scene by Tokyo-based writer W. David Marx

24 VISIONARIES
Contemporary LifeWear pursued by iconic Japanese fashion houses Mame Kurogouchi and White Mountaineering

30 OPEN YOUR WARDROBE
A peek into the wardrobes of customers who put their own spins on Uniqlo LifeWear

44 OPINION: YUKIHIRO KATSUTA
Uniqlo’s global head of R&D lays out the brand’s roadmap

52 MATERIALS
Eight signature materials that shape the quality and utility of Uniqlo LifeWear

62 ROOT OF JEANS
The Jeans Innovation Center, managing the quality, style, and technology of Fast Retailing jeans

68 ESSENTIALS
Uniqlo staples boasting top-quality designs and meticulous details that make them steady sellers

78 CREATIVE BONDS
Uniqlo U and Uniqlo : C, contemporary LifeWear lines reimagined by the iconic brand Lemaire and designer Clare Waight Keller.

86 COLLABORATIONS
Significant partner collections that enhance the brand’s style and product lines

94 OPINION: TAKAHIRO KINOSHITA
Global Creative Lab Tokyo’s global creative sheds light on the concept of LifeWear and the purpose of LifeWear magazine.

102 LIFEWEAR MAGAZINE
A publication highlighting Uniqlo’s brand ethos and aesthetic as well as its Global Creative Lab Tokyo

110 SPREAD CULTURE
The UT message, celebrating pop culture from every corner of the world

120 OPINION: NIKOLINA JOHNSTON
The chief operating officer of Uniqlo Scandinavia explains store operating systems and global market entry strategies.

126 RETAIL GUIDES
A look at space and service manuals that are distributed to every Uniqlo location worldwide

136 PROTOTYPE CONCEPT STORES
Strategic stores designed to expand Uniqlo’s shopping experience through special localized content

144 EVERYWHERE, EVERYWEAR
The ultimate LifeWear that embodies Uniqlo’s value of “Made for All”

160 INTERVIEW: JOHN C JAY
The global creative officer talks about how to disseminate a brand philosophy based on cultural trends.

166 INTERVIEW: TADASHI YANAI
Uniqlo’s founder talks about the brand’s past, present, and future.

172 INNOVATIVE HUB
Uniqlo City Tokyo, the global nerve center that sets the brand’s strategy for its stores all over the world

176 COMMUNICATIONS
Uniqlo’s brand communication exemplifies the quintessence of LifeWear.

180 DIGEST
Numbers and statistics that point to Uniqlo’s position in the global market

183 OUTRO