Eriko Yoshida is the Creative Director at (6) (pronounced Roku), a casual wear brand designed for elegant adult women. The brand name (6), encompasses the following six elements: ethnic, sport, military, marine, work and school. She started her career as a retail shop staff, moving on to becoming a merchandiser, then a buyer before finally becoming a Director that she is now. Let’s ask Yoshida, someone who has worked in an environment surrounded by great products for years, what her criteria for “good products” are.
“Elegance found in products, elegance found in creators: ‘elegance’, in this case, equals to modesty and consideration for users. I believe that products that were made with this set of values meet the criteria for “good design” products.” explains Yoshida as she opened up the direction map of her 2019 Spring/Summer collection. Correlation between products and fashion is her inspiration source for the coming season. “Collections come out at a half-year cycle, however the consumption speed is getting faster and faster. To me, fashion is something that enriches one’s life; something that can be enjoyed. I felt tired of this consumption speed at one point. Today, fashion consumers desire originality, philosophy and creativity from brands by delving deeper into production itself. I admire the creation of art pieces and products that take months if not years to produce. I’ve designed my next collection with a woman who could sport such valuable products in mind – architect Charlotte Perriand was my inspiration source.”
The products left behind by Charlotte Perriand are sensual; distinctly created through the eyes of a woman. Strong clean lines with soft effeminate nuances, two opposing elements – masculinity and femininity, cross over in harmony. What Yoshida expresses through (6) is a nod to this creative spirit of Charlotte Perriand. “I like edgy things. I prefer sharp designs to streamlined shapes. I find women wearing masculine design attractive, like not being obviously flirtatious. Perriand’s shapes are very masculine yet you’ll find glimpses of feminine aspects here and there; this I find very attractive.”
Yoshida’s sense of style can be seen in her (6) shop as well. What she deems to be important in interior space are beautiful curved lines and empty spaces. Yoshida explains: “I wanted to separate it from traditional boutiques, so I intentionally left empty spaces. There is a story behind each garment rack too. I wanted to leave some space for our customers to find inspirations from. My source of inspiration for the store that opened in Osaka last October is female Mexican architect Frida Escobedo. I’ve incorporated colors and textures from both Mexico and England and peppered them throughout the space; it is both industrial and elegant at the same time.” The shop is a blend of original products, imported goods and vintage goods. The products are not separated by genre, but by taste, in this luxuriously spacious store. Clothes that are found here offer new pleasure to fashionistas.
“I’ve been in the fashion boutique business for nearly 20 years now and have witnessed the changes. The type of products I feel drawn to these days are high quality wearable design with a sense of trad.” As for Yoshida’s fashion in her daily life, though somethings have changed with age, basic preferences have not changed much. “I’m a bit childish in a way. For example, jewelries. I prefer to wear things that are unique, things that not everyone has; Vivian Westwood’s jewelries are one of them. One of my brand motto is “Underground but mainstream” – I am in constant pursuit of a reality a half step ahead of today”, says Yoshida. (6) offers something that cannot be found elsewhere: easily understood yet hard to find. (6) is not for the masses, but through this brand, Eriko Yoshida continuously provide possibilities to help boost your senses.