Slow Fashion: Shingo Tsukamoto of Makip On Why They Are Embracing Slow Fashion and Renewable
Consumption
An Interview With Dina Aletras
The third is to love yourself and your clothes. If you only focus on who you want to be, no matter how many clothes you have, you won’t be satisfied. If you can love yourself, you might be satisfied with just a few clothes that you truly like.
As ‘slow fashion’ grows in popularity, more fashion companies are jumping on the bandwagon. Renewable consumption has been gaining popularity for a while, as people recognize its importance, and many fashion companies want to be a part of this change. In this interview series, we are talking to business leaders in the fashion industry to discuss why they are embracing slow fashion and renewable consumption. As a part of this series, I had the distinct pleasure of interviewing Shingo Tsukamoto, President and CEO of online sizing technology specialist, Makip.
Shingo Tsukamoto founded Makip in 2015 after being frustrated that he could not find sportswear that would fit him and his teammates correctly. Shingo designed Makip’s flagship product, Unisize, to help consumers try on clothing online and purchase the most suitable and accurately sized clothing item first-time, every time. Makip is the leading sizing technology provider in Japan working with international labels such as Lacoste, Tommy Hilfiger, Michael Kors, Calvin Klein, Vivienne Westwood and New Balance.
Thank you for joining us! To start, can you share a bit about your early background and how it influenced your journey into slow fashion?
Originally, I wanted to turn the desert green so enrolled in the Biological Resources course at Tsukuba University. However, I was disappointed to find out that desertification is not just caused by environmental issues but also economic issues, and so I chose a different path. Despite this, I still have a strong interest in environmental issues. I believe that one thing we can do now is to reduce the environmental impact by choosing the right size when buying clothes online, thereby reducing returns.
What inspired you to pursue a career in slow fashion, and can you share the story behind your decision?
When considering slow fashion and environmental issues, I believe the best approach is to buy clothes you love and cherish them. The issue of size is inseparable from buying clothes you like, so I thought we could pursue slow fashion through size solutions.
Who is your fashion hero or heroine, and why do they inspire you?
There isn’t a specific person I look up to. For me, anyone wearing beautiful clothes while walking down the street is a hero or heroine. These people often enjoy fashion and wear their clothes with confidence.
What’s the most intriguing or memorable experience you’ve had since starting your career in slow fashion?
Ten years ago, size solutions were hardly established in Japan, but as I patiently worked to spread them, they gradually became recognized and used. I felt an immense joy when more people started saying, “I’ve used it!” when I mentioned I was in the size solutions business.
Moving forward, I want to introduce these solutions in Europe and the US as well to reduce returns and lessen environmental impact.
As a successful leader in the industry, which three character traits have been key to your success? Can you provide a story or example for each?
I believe it’s about not giving up. If we had given up easily, our company wouldn’t be where it is today. No matter how many times we were rejected, we believed in the future we envisioned, put that belief into our product, and kept moving forward, which has changed the world a little bit.
The second is curiosity. By being deeply interested in why things are the way they are and why we do what we do, I believe we can find the answers.
It’s about continually being creative. There are hints everywhere on how to make things happen. Our company built our office as much as possible with DIY. Normally, you would think only professionals could do it, but we gave it a try. It’s okay to fail. There’s so much to learn from those experiences. We approach size solutions with the same mindset.
How does your company embody and implement the principles of slow fashion, and what motivated you to adopt this approach?
We embody this by helping users choose items that are truly good for them and that they like. In fashion, size is a very important issue, and if people can choose what they like, they will love those clothes.
What initiatives are you undertaking to educate consumers about the significance of slow fashion and sustainable consumption?
It’s still in the idea stage, but I want to convey to users that by using size solutions, they can reduce returns, which in turn lowers the environmental impact. I think it would be interesting to use gamification, where every time they use the size solution, a tree bud grows and develops within their account.
What are three essential things everyone should understand about slow fashion?
The first is not to think in extremes. If you think in extremes, you might conclude that it’s better not to buy clothes at all. Instead, I believe that buying what you like and loving it for a long time leads to slow fashion.
The second is that buying something means supporting it. This idea is well-established in the West, but I think it is still not widely accepted in Japan. I believe that people will support and buy something only when they empathize with the raw materials and the brand’s stance.
The third is to love yourself and your clothes. If you only focus on who you want to be, no matter how many clothes you have, you won’t be satisfied. If you can love yourself, you might be satisfied with just a few clothes that you truly like.
Do you have a favorite quote that has influenced your life? Can you share a story that illustrates its relevance to you?
I have been playing rugby since I was in junior high school, and I grew up with the saying, “Where there is a will, there is a way.” It means to always have a will in whatever you do. Whether playing rugby or doing business, I believe it is important to strongly want to achieve something.
With your considerable influence, if you could start a movement to make a significant positive impact, what would it be?
I believe it is about changing consumer behavior. Buying three sizes (S, M, L), keeping only the size that fits, and returning the rest is not good for the environment. By creating an environment where you can ‘try-on’ clothes online, I hope that people will buy only what they need and love those items.
How can our readers stay updated with your work online?
Aside from being featured in well-known publications like this, we regularly update our LinkedIn with news and announcements. https://www.linkedin.com/company/makip/
Thank you for sharing these fantastic insights. We appreciate your time and wish you continued success.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
Slow Fashion: Shingo Tsukamoto of Makip On Why They Are Embracing Slow Fashion and Renewable… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.