H&M's sports line, "H&M Sport," was chosen as the official uniform for Sweden at the Sochi Olympics, garnering attention for its high fashion sense. H&M has designated 2014 as its sports year, and plans to further strengthen its design and functionality. We spoke with Shuhei Numata, product designer for the men's sports division, who joined the design team in July of last year after gaining experience at a major sports brand. What motivated you to become a designer? I originally majored in oil painting at Musashino Art University, but I realized it would be difficult to make a living as an artist (laughs). After graduating, I applied to study product design at the Royal Academy of Fine Arts in Arnhem in the Netherlands. My professor advised me, "This school is famous for its fashion department, so if you're going to enroll, you should major in fashion," so I decided to pursue that. I started working at Adidas' German headquarters while I was still a student, and then worked at Asics' European headquarters before becoming a product designer for H&M's men's sports department in July of last year.
--You made a complete switch from a sports manufacturer to a global fashion retailer. What attracted you to H&M?
The biggest attraction of H&M is its high potential. They have a wide range of designs and a great sense of collaboration. And, in addition to the business side of things, they have a clear vision for environmental protection and social impact, and they develop projects based on a long-term vision rather than pursuing short-term profits. I was impressed by the similar attitude they take toward H&M Sport.
--Please tell us about the concept of H&M Sport.
In addition to H&M's corporate philosophy of "providing fashion and quality at the best price," we aim to create inspiring and contemporary products. This year, we created the official uniforms for Sweden at the Sochi Olympics, which significantly increased our brand recognition. Needless to say, this was a major challenge for the company. With the Olympics as a catalyst, we're positioning this year as the sports year and further strengthening our presence.
In terms of product, starting with Spring/Summer 2014, we've been dividing our collections into categories such as "Running," "Athletics," and "Outdoor." Our "Running" collections feature reflectors to ensure nighttime safety, cutting that takes into account range of motion, and quick-drying materials. Our "Outdoor" collections, meanwhile, emphasize waterproofing, and are characterized by their functionality and design suited to each situation. We also offer a wide range of accessories, including smartphone armbands, socks, and bags. The number of products in our collections has grown, and we now offer a wide variety of items each season. Currently, H&M Sport is sold in select stores around the world, some of which carry the full sports collection. We hope to further expand our presence in Japan.
*Editor's note: H&M Sport men's items are available at H&M Shibuya, Shinjuku, Landmark Yokohama, LaLaport Yokohama, Futako Tamagawa Rise, Canal City Hakata, Nagoya Matsuzakaya, Hiroshima, Kobe Harborland umie, Utsunomiya Interpark, and AEON Mall Kagoshima. Women's items are available at LaLaport TOKYO-BAY, LaLaport Koshien, Canal City Hakata, Terrace Mall Shonan, DiverCity Tokyo Plaza, Nagoya Matsuzakaya, Malera Gifu, Hiroshima, Shinsaibashi, Kobe Harborland umie, Utsunomiya Interpark, and Unimo Chiharadai.
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