Interview with Takahiro Sato

I have strong will to make the place to work with my disabled son so I call myself designer and start KUDEN as a new project by own company. After many experience, now I , 43 years old, overcome my complex , call myself “designer” first time and apply for this A’DESIGN AWARD by my first work as designer.

I believe design is one of the means to make people happy so I like the the design that we can’t see, like strategy and gimmick to make people feeling happy.
On technical side, I often start my design from design thinking and strategy, it’s conceptual design, consider what and who it needs for and finally reach the visual. On mind side, my favorite Japanese word that express Japanese traditional sense of beauty “粋 (Iki)”. It means familiar, clear, thoughtful but also has appeal and nobility. In my sense, “ Is it a Iki or not?” is important. I want to be Iki-designer.

First, feel an inferiority complex but keep thinking, and when customer’s smile comes into my head it turns to delight.

How I feed my creativity is that I learnt by myself with working in society because I couldn’t go to study in school. For example, I don’t graduate from design school but some game company in Tokyo recruited me, it was a walk-in visiting company. For that time, I didn’t have Educational background so I entered to lobby of some game company and got free-pamphlet about new game title, took it to game store and toy store, ask them and people about games, made report and turned in it to company. Like this, I , minority and not in privileged family, advanced my career with hungry spirit by design thinking that how to archive my aim and challenge. This may grow my creativity most.

My nearly future plan, also dream, is making place to work with my disabled son, it means to actualize employment of disabled. Supporting the life of who get involved with my design, making happy who pick my product and service up, and continue this brand over 100 years. This is my ultimate goal as designer.

Don’t just stare your laptop, go out and touch, see, feel many things and have a lot of experience. Try first even if you like it or dislike. Don’t lose your curiosity. Don’t stop your growth by yourself with small success, in the field that only you can do. Become sensitized to feeling and niceties of the human spirit. Even though, have a dream you strongly want to actualize. And, keep balance of them.

I suggest to have the project that you’re responsible for the result of your design to the end, even it’s small. For this time, I paid by myself for award and project, regard myself as client. Through those experience, I leant what I don’t in work for client. I’m sure it’s also great experience that design with ample funds by client. But the experience that customer gives feedback about your design directly, your design is good or not for them, is unforgiving but also exciting. I think it’s a valuable experience.

For working day, I wake up at 5:00 in morning and take a shower, make coffee and do most important work of the day first, it’s a work as business manager and designer. After that, stretch and training for a hour. At 10:00, begin meeting with staff, it’s mainly for support to staff or work as a team. Cooking lunch by myself for staff and take it together. Take a nap and work afternoon, finish it by 17:00. Every other week, I handle the dinner for staff and enjoy talking and eating together. I sleep by 22:00. For weekend, one day is for rest and the other day is for the day I do what I like.

When/where economic is good, they have leeway so design may set trend but I think originally role of design is means for some aim. So I don’t think that design becomes a goal is not good things and don’t have interests on. In my opinion, commercial designer like me, it’s power that the art has.

I think good design is what people can feel and understand intuitive regardless of different of language, age and any other border between us. Also good design tells us the aim that is for who and what. Just a good looking is not my point for “good design”.

Always start form the problem for client, sometime client is myself. I begin to hear the role of design. Before take pen in my hand, hear and think about what I need to realize it, what behavior and feeling is preferable and also to who. It’s a first step for me.
Making 60% level of completeness, show it around me, get feedback , fix and redesign and making again…repeat this way and complete once. I think good design has no end. Until the design lives, it’s renewed and brushed up. For me, after design was born it’s like my child so I always watching over them. If end comes once, I think there is no eternal end.

Samurai Mode Series, maybe. Because customer, people in sewing factory including ex-partner company now closed their business like this clothes and also support our message that we keep 40-50% cost rate and protect the working environment of sewing factory. So this is not just a product, also put hopes from many people around me in. No such an experience ever, create products and people love it, it’s happy and precious for me.

Mr.Setsu Nagasawa, illustrator.

I like creating something and artisan culture very much, so I like Japanese artisan and Italian creative spirit , that is one of the reason I applied to A’DESIGN AWARD from among a number of design competitions. The brand name KUDEN comes from Japanese word KUDEN that means artisans tells the culture and their technique by their mouth. I believe design never been born if culture were not.
My favorite place is Kichijoji in Tokyo, Nikko where I was born in, Milano, Napoli. Italy is also place that bring me back a lot of memories, I love.

Gerbera Design Inc. is the design studio that I, who have experience that shut my business because collapsed from overworking, consult for starting new business project, how to be able to turn the PDCA on both management side and design side without failure. I can do it because I have those experience. As I write on KUDEN project detail, I have strong will to make the place to work with my disabled son so I call myself designer and start KUDEN as a new project by own company.
My company consult for new business project and design work. We can create unique world view for all design work, media, product, service, website and any other things according to the company want to do and to who they deliver because designer understand high-level concept that why to do this project, not only design visual.

Not only designer, also I’m a father. The responsibilities of a designer for society and environment is , after all , to be sustainable. I think design has a power to be able to suggest, communicate , call to action by feeling without words. We designer must use this power to make and keep the better society and environment for next generations, our children, not only for consumption and commerce.

I have 2 reasons that I applied for A'Design Award. I called myself designer when I was 43 years old. I couldn’t go to school to study design and must gave up my path because of disadvantaged home environment. Really disappointing, frustrating, tough memory for me. But now, when I was 43 years old, I became designer. I want to prove to people who can’t learn at school because of some disadvantaged environment like me that we can come true my dream if we keep making a effort and never give up.
The other reason is for people around me, my staff, sewing artisans and customers. They always encourage me, give a courage to me who embarrassing to call myself designer. I think if I receive the award it acknowledge strongly what they buy and support so I want award for them.

Why I started KUDEN is making the place to work with my son. I decide to make the brand for all over the world and found her kimono.

I decide to call my self designer for my son so I can say I chose.

I like product design especially Fashion. Also like to think of strategy as design. I may like the most the design that we can’t see, like strategy and gimmick to make people feeling happy. I’m sure I like what can see, e.g. structure.

Don’t just stare your laptop, go out and touch, see, feel many things and have a lot of experience. Try first even if you like it or dislike. Don’t lose your curiosity. Don’t stop your growth by yourself with small success, in the field that only you can do. Become sensitized to feeling and niceties of the human spirit. Even though, have a dream you strongly want to actualize. And, keep balance of them.

I focus on only one thing strongly, that is “this design is as means for who and what.” so great designer can describe those factor, I think.

What decides whether design is really is smile of clients and customers.

Value of good design is what people can feel and understand intuitive regardless of different of language, age and any other border between us. The reason people should invest in good design is, it makes better society and relationships by good design because people understand and expand rules even people has each values in global world.

I want to design what my son want for him and with him. My son draws very well.

Make the salon that communicate with people in the world and they order Samurai Mode Series in Europe and other country. Not only Japanese traditional one, use traditional pattern and fabric in each country. Talk with people by mix each culture. I call it “GOFUKUYA 3.0” .

The most important ingredient for me is thinking to lead feeling and action without words.

Mr.Setsu Nagasawa who is fashion illustrator.

A kitchen knife that my master of smith, Mr.Hideo Yuzawa (Horyusai Hidenobu)

Samurai Mode Series, maybe. Because customer, people in sewing factory including ex-partner company now closed their business like this clothes and also support our message that we keep 40-50% cost rate and protect the working environment of sewing factory. So this is not just a product, also put hopes from many people around me in. No such an experience ever, create products and people love it, it’s happy and precious for me.

For example, I don’t graduate from design school but some game company in Tokyo recruited me, it was a walk-in visiting company. For that time, I didn’t have Educational background so I entered to lobby of some game company and got free-pamphlet about new game title, took it to game store and toy store, ask them and people about games, made report and turned in it to company. Like this, I , minority and not in privileged family, advanced my career with hungry spirit by design thinking that how to archive my aim and challenge. This may grow my creativity most.

Just a business manager.

I believe it’s one of means to make people happy.

Asami、Sena、Shinji、Takayuki、Haruka、Irene. Wonderful staff, friends and my son with mental disability. If I lose even one person, I never been here.

Experience that have the project that you’re responsible for the result of your design to the end, even it’s small. For this time, I paid by myself for award and project, regard myself as client. Through those experience, I leant what I don’t in work for client. I’m sure it’s also great experience that design with ample funds by client. But the experience that customer gives feedback about my design directly, design is good or not for them, is unforgiving but also exciting. I think it’s a valuable experience.

When I managed ex-company, I called me producer and CEO myself at that time, I collapsed because of hard work. Then I live apart my dearest son. I started company again to make the place to work with my son with disability. This is my biggest obstacles.

First, think if your design makes your important people smiles. After that, think your strategy to present your work to where there are people you can make them happy, affected place to who like that.

I plan to make Next Kimono up grade and expand many kinds of products and service according to KUDEN’s concept.

Making place to work with my disabled son, it means to actualize employment of disabled. Supporting the life of who get involved with my design, making happy who pick my product and service up, and continue this brand over 100 years. This is my ultimate goal as designer.

Ummm, to be good father, friend, boss and senior. Maybe not special one. I think being good man is one of the conditions to be good designer.

I think design has a power to be able to suggest, communicate , call to action by feeling without words. We designer must use this power to make and keep the better society and environment for next generations, our children, not only for consumption and commerce. If so, I think design helps create a better society.

The Samurai Mode Series that receive the award this time will be upgraded like the function that becomes modern kimono if wear all 3 pieces. Also take the function traditional kimono originally has , can adjust for people all over the world even it's a one-design, makes more easy and comfortable to wear with remaining traditional kimono looks but also add a new function.

Samurai Mode Series. I wear every day. Some customer has many jacket and some customer come to Japan and wear it while they traveling. There are a lot of those precious customers, they always loves it.

Because of those world situation, not a mass production and mass consumption as before, not too much gorgeously, not a fake design looked better than real, only designer and design has real power remains, I think.

The design by my definition covers a lot of stuff, I think. For this time, I’m so glad that KUDEN is evaluated as social design, not only clothes design but also branding. I think it’s because what we can’t see like strategy and design thinking will be evaluated more and more in the future. So from now on, not a what we can see, thinking that makes positive impact to better sustainable world is becoming “design field”, I think.

It’s my first time to make the clothes and called me designer so what I did first was buying a sewing machine and tried to sew shirt, made patterns so I spent 1 year for complete.

"First, make the target and aim clear, consider the condition I should take into account like cost, age, environment and human resource.　Within the limit, think what I can do for making the result and customer smile, gather information and make draw rough draft. Then narrow down the options, make sample and do test marketing , get the feed back by them and make design better or narrow down more. After repeat this some times and finish."

Good design tells us the aim that is for who and what.

Depends on ages. When/where economic is good, they have leeway so design may set trend but I think originally role of design is means for some aim. So I don’t think that design becomes a goal is not good things and don’t have interests on. In my opinion, commercial designer like me, it’s power that the art has. So I pick the latter.

Rather than for design product, it’s on branding side. I can make people know and deliver to all over the world by technology. I call it GOFUKUYA3.0, people can order as they like even from far away. People experience the joy of Japanese traditional GOFUKUYA online. It’s very practical.

Paper, fountain pen, iPad and pencil, Adobe Illustrator.

The interface for people to recognize the design thinking, strategy and concept. The medium, in other words. So we should pick these 3 factor up to be suitable for what and who deliver to.

I’m happy if you wear Samurai Mode Series, more than asking me something. I want to see your feelings and face when you wear. After that if you have something to ask, it’s welcome but first of all I want you to experience it.

My thoughts goes to who makes it, their effort, how many people involve in work until release this design to the world.

I believe. I think every works and things are not completed by only one people. Whatever it’s small or big, creating with other people is a real creative, I think.

My mother, raise me when I was child. She gave me a deeply positive impact , for Next kimono is also affected by her sense.

Not directly but when I was child I’m affected by Japanese poetry and tale by Chuya Nakahara and Kenji Miyazawa.

Through my many experience in society. I touched a lot of kinds of business world, people, position so I learnt marketing insight and customer insight by those experience. According to those insight, think about how to tell and catch their heart by design. Still I keep studying, try my best from now on too.

My mother who passed away. She tried her best for me to go to future course I want even she was in poverty. I think she has regret about this so I want to tell her that even it’s not fast and easy way but many people support me and finally “ I made it, receive it.” She may be glad it. She likes kimono so I think she may wear my Samurai Mode Series.

I’m really happy from bottom of my heart and very honored about A’DESIGN AWARD evaluate my work. It’s not because I want to be famous. I think it’s return the favor for everyone who believe me and support, staff, friends, people in factory, customers who spend their precious time and money to us. I want to tell them that “What you support is honest , great designer and creator like win A’DESIGN AWARD and jury of it evaluate. You select and wear such a thing.” I think, it’s a prize for not only me but also everyone support me.

Favorite color is black. Food is Japanese cuisine. Season is summer and place is where full of nature.

When I designed clothes first time , also called myself designer first time, I couldn’t show it readily because I was embarrassed. Then, staff scold me and said “I know you already finish. SHOW US PLEASE.” I unwillingly showed my design, of course. It’s funny memory for me.

Most is my belief that make the place to work with my son. And also I don’t take in extra-things in my daily life. Very simple lifestyle. For designer, it’s a great because we spent our time for thinking more. I like this style.

No, I have a lot of dreams. Through many experience, meet many people and other stuffs, I turned designer before I knew it.

I keep design thinking, strategy and of course design to remain my brand over 100 years after. I’ll do my best for it so you may see KUDEN 100 years after too. In thousand years, as same as now, people do their best, love others, raise their child and there are design in their life. The design is universal factor, don’t you think so?

I design Next Kimono as one of kimono so people especially Japanese often say “it’s just a kimono” when they see photo. It’s honorable thing for me. Because I design Next “Kimono”. For people know kimono, I want them to wear, they may understand the difference. I design like that.
And also I would like to work with who want to make your new business to global, have interests on Ethical and social issues and also collaborate with who have traditional technique of each country. It’s a happy if work with you as designer.

Gerbera Design Inc. is the design studio that I, who have experience that shut my business because collapsed from overworking, consult for starting new business project, how to be able to turn the PDCA on both management side and design side without failure. I can do it because I have those experience. As I write on KUDEN project detail, I have strong will to make the place to work with my disabled son so I call myself designer and start KUDEN as a new project by own company. This 2 is characteristic of my company.

I believe it’s one of means to make people happy.

Fashion. Also like to think of strategy as design. I may like the most the design that we can’t see, like strategy and gimmick to make people feeling happy. I’m sure I like what can see, e.g. structure.

Maybe Samurai Mode Jacket, it’s my first work so have a special attachment. Even now, I wear it, feel good. I love it.

The laptop board that I designed with artisan of KUMIKO, it’s a Japanese traditional wood technique that famous for used on Nikko Toshogu shine. Nikko is my born place. It’s still on my desk, my favorite one.

I like what I can touch by my own hand more than digital things. Even I have designed games and apps , I'm sure I think I'm good to design it. Also like to design what people can touch and feel an analog-warmth by their hand.

We are limited cost and resource, because it’s a start-up small company. So I make plans and strategy how to make client and customer happy within the limits. Those planning and designing products are very fun time for me.

I focus on only one thing strongly, that is “this design is as means for who and what.”

First, feel an inferiority complex but keep thinking, and when customer’s smile comes into my head it turns to delight.

Honestly, feel nervous. I think my design becomes to be completed when customers receive by their hand and heart. Because I’m not an artist, I’m a commercial designer.

"I think design is a mean so success or not is decided by heart and actions of people who use and see.
"

"As I mentioned earlier, I think good design tells us the aim that is for who and what. Just a good looking is not my point for “good design”.
"

Not only designer, also I’m a father. The responsibilities of a designer for society and environment is , after all , to be sustainable. I think design has a power to be able to suggest, communicate , call to action by feeling without words. We designer must use this power to make and keep the better society and environment for next generations, our children, not only for consumption and commerce.

The design by my definition covers a lot of stuff, I think. For this time, I’m so glad that KUDEN is evaluated as social design, not only clothes design but also branding. I think it’s because what we can’t see like strategy and design thinking will be evaluated more and more in the future. So from now on, not a what we can see, thinking that makes positive impact to better sustainable world is becoming “design field”, I think.

Ha ha ha, I made a debut as designer when I was 43 years old, A’DESIGN AWARD is my first time to apply as “my work” to completion and receive the award. The exhibition, um, I want to do anytime if you offer me.

A half factor is from my inborn character and the other half is from my mother, raise me when I was child. She gave me a deeply positive impact , for Next kimono is also affected by her sense. And how I feed my creativity is that I learnt by myself with working in society because I couldn’t go to study in school. For example, I don’t graduate from design school but some game company in Tokyo recruited me, it was a walk-in visiting company. For that time, I didn’t have Educational background so I entered to lobby of some game company and got free-pamphlet about new game title, took it to game store and toy store, ask them and people about games, made report and turned in it to company. Like this, I , minority and not in privileged family, advanced my career with hungry spirit by design thinking that how to archive my aim and challenge. This may grow my creativity most.

On technical side, I often start my design from design thinking and strategy, it’s conceptual design, consider what and who it needs for and finally reach the visual. On mind side, my favorite Japanese word that express Japanese traditional sense of beauty “粋 (Iki)”. It means familiar, clear, thoughtful but also has appeal and nobility. In my sense, “ Is it a Iki or not?” is important. I want to be Iki-designer.

Of course I live in Japan, based in Tokyo and Nikko. Nikko is my born place and famous for world heritage. For pros, It gives me a positive impact the sense of beauty “Iki” and also Zen, Wabi-sabi. For cons, it’s a still weak for global thinking.

Work with entertainment industry , company who has own brand and so on.

My company consult for new business project and design work. We can create unique world view for all design work, media, product, service, website and any other things according to the company want to do and to who they deliver because designer understand high-level concept that why to do this project, not only design visual. So how to select good designer is to make designer to participate from high-level concept of project, not order just a design after you decide project only in company. I think you’ll take advantage of designer more. If designer can describe their work and understand concept, they may be good designer for my opinion.

First, make the target and aim clear, consider the condition I should take into account like cost, age, environment and human resource.　Within the limit, think what I can do for making the result and customer smile, gather information and make draw rough draft. Then narrow down the options, make sample and do test marketing , get the feed back by them and make design better or narrow down more. After repeat this some times and finish.

iPad Pro, Apple Pencil, fountain pan, notebook and coffee.

For working day, I wake up at 5:00 in morning and take a shower, make coffee and do most important work of the day first, it’s a work as business manager and designer. After that, stretch and training for a hour. At 10:00, begin meeting with staff, it’s mainly for support to staff or work as a team. Cooking lunch by myself for staff and take it together. Take a nap and work afternoon, finish it by 17:00. Every other week, I handle the dinner for staff and enjoy talking and eating together. I sleep by 22:00. For weekend, one day is for rest and the other day is for the day I do what I like.

Don’t just stare your laptop, go out and touch, see, feel many things and have a lot of experience. Try first even if you like it or dislike. Don’t lose your curiosity. Don’t stop your growth by yourself with small success, in the field that only you can do. Become sensitized to feeling and niceties of the human spirit. Even though, have a dream you strongly want to actualize. And, keep balance of them.

Everything , experience in your life ,we do like traveling helps develop our designer skill and it's a great things for designer. But also I can say for cons everything we do even traveling connects with works.

What decides whether design is good or bad is smile of clients and customers.

Ability of thinking to lead feeling and action without words.

iPad and pencil, fountain pen and note. My inspiration comes when see artisans work and study them.

Make a “Not-to-do list”, instead of to-do list and focus on what I should do.

"Input in all time and all day, output is almost seconds and minutes because it’s a when comes up with idea. For me, often my first idea makes use until finish. As I said on above, I brush up again to make it better means for aim.
"

When I was 43 years, last year, I called myself designer first time. I receive this award first time as designer so I’m surprised that this interview asks me a lot.

Because of hardworking, I had to closed my design company and tried my best not to make trouble to staff and clients as much as possible. After that, started my company again, raise myself. This is most impact work for me.

For new business project, it’s me as KUDEN. For my deeply view, every customer loves products and service by KUDEN is my client.

Product design like fashion. I can create what I want but customers gives feedback directly from customers who feel happy by it too, it’s really rewarding.

I plan to make Next Kimono up grade and expand many kinds of products and service according to KUDEN’s concept.

I develop my designs myself as lead designer in my company but also work as team with staff, designer and director. For KUDEN project, we do everything by ourselves.

The Samurai Mode Series that receive the award this time will be upgraded like the function that becomes modern kimono if wear all 3 pieces. Also take the function traditional kimono originally has , can adjust for many people all over the world even it's a one-design, makes more easy and comfortable to wear with remaining traditional kimono looks but also add a new function. Kimono has very wide rage as design.

I’m glad if make action by KUDEN web site.

I would like to work with who want to make your new business to global, have interests on Ethical and social issues and also collaborate with who have traditional technique of each country. It’s a happy if work with you as designer.