No.014

A bellows type wallet with strap that captivated a managing director.

Head of Passage UKNoriko Imaeda

It became a favourite that I bought in several colours.
Adding a strap makes it even more practical.

Noriko Imaeda has a colourful history that includes experience as a designer, buyer and now the director of a British brand. Despite having moved her base of operations to London, her schedule is quite hectic as they involve several trips back to Japan over the course of the year. What caught her eye and prompted her to purchase several colour variations was a Glenroyal bellows type wallet. Join us as we speak with her about the UK and what attracted her to this particular item.

From designer to buyer to the director of a British brand.

━ How did you arrive at your current profession?

I started my career as a designer, handling all of the items for a certain brand. However, when it came to the denim wear, leather items, and t-shirts that expressed the vision of the label, I found myself wanting to bring together genuine articles from authentic brands rather than make things in imitation of the originals. This made me realize that I am more suited to a method involving collecting products I like to express something than I am to design.


Fate then led me to become a buyer. I did the buying for a certain select shop in Japan from its launch before moving to the UK for personal reasons in 2010.


That said, most of my buying work up to that point had been in Europe anyway, so fortunately I was able to retain my contract with the store. After five years in this arrangement I was told that they would have to let me go if I didn’t return to Japan, but I had no intention of returning and decided to turn down the offer. Then by another stroke of luck I received an offer from a British brand I had connections with, and this is where I now oversee the design team and formulate our merchandise line alongside the creative director.


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Valuing the bountiful nature and placing importance on days off.

━ What do you do in your off time?

The big names when it comes to women’s fashion are New York, Paris, and Milan. While I do enjoy British products, I had never been the biggest fan of London itself. But, it was thanks to not expecting too much that the city began to grow on me once I actually moved here.


A good example of what I mean is how even in a metropolis like London I can find nature parks with foxes and squirrels in them just a short walk away. When I lived in Japan I usually spent my days off going shopping, or maybe checking out a new store or hot spring, but here I don’t feel like I’ve wasted my time even I spent the whole day sprawled out on the grass in the park.


Pretty flowers bloom almost on cue in the spring, so there truly is no shortage of nature here. Another thing is that the British care more about their private lives than work, something that suits my personality as well. Everyone lives for their time off, so everyone stays on track and keeps to their schedule. The idea of a company forcing overtime on its employees is unthinkable, and no one does it unless it’s of their own volition. Everybody worries when they see Japanese company workers staying at the office late because they wonder how it affects their families. Sometimes I can throw people off a bit though because they expect me to be one of these same industrious Japanese (laughs).


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An inability to buy the same thing no matter how much it's wanted.

━ Have your thoughts on British products changed since moving there?

In terms of women’s fashion, things change so fast in Japan, Paris or New York that you can’t buy the same thing again even if you wanted to. Let’s say you have particularly functional leather item that you like. Of course you’re going to feel an urge to buy it in another colour, right? The thing is, they oftentimes won’t be selling the same product when you try to go and purchase it again. The great thing about British products in comparison to that is the way you can continue to get the things you want. Even at venerable bookstores like Fortnum & Mason you can find stationery counters where it seems like they’ve been carrying the same things for a hundred years. If I go to a cafe in Paris while I’m there for work, there will be stylish people chatting about art, whereas in London most folks will be talking mortgages, classism, or home investments. The interesting thing is that everyone knows the Japanese love goods made in England. They are aware that this is due to fact that both of our countries having a ruling family means there is a penchant for “purveyor to the royal household” type products, though.


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A brand that one can continue buying.

━ What do you like about Glenroyal?

So for example in Japan there are lots of foods that are limited-time-only items, and one can see that even the drinks in vending machines are constantly changing. On the other hand, in the UK it will always be the same line-up of cola, Fanta, Irn-Bru and Sprite.


It is precisely because Japan has so many of these transient products that I think it’s wonderful to have items that you can always buy again or find in a different colour if wanted. I prefer thick leather like a single hide more than I do items with thin pieces woven together at the edges. This is why I also enjoy the sturdy feel of bridle leather. Getting scratched or seeing heavy use only adds more character instead of making it appear worn out, which is key in using something regularly over an extended period.


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Head of Passage UK Noriko Imaeda

photoTRYOUT textK-suke Matsuda

Head of Passage UK
Noriko Imaeda

Head of Passage UK Noriko Imaeda

Born in 1963. Founded her own design consulting firm in England and appointed director of a certain British label after working as a designer at a brand and a buyer for a select shop. In charge of composing merchandise lines and overseeing design. Moved to England in 2010, and now returns to Japan four or five times a year for work.

photoTRYOUT textK-suke Matsuda