Founded in 1923, Danish lifestyle sports brand Hummel has a deep connection to the music scene, having supported the Roskilde Festival, Scandinavia's largest music festival, and being loved by artists from all over the world. In 2018, Hummel launched its first music collaboration project in Japan, "hummel loves music."
This time, the three artists who have been garnering attention in various scenes, including music, have been appointed as ambassadors for Hummel sneakers. We interviewed "Friends," "MINT mate box," and "SHE IS SUMMER" in the cities that each artist has a connection to. Our first installment features an interview with "MINT mate box"!
"MINT mate box" is a three-member band consisting of mahocato (vocals/guitar), Yasuda Chihiro (bass), and KJ (guitar). Formed through social media, they began full-scale activities in 2017. Four months after forming, they released their first single, "present." It became a hit with unprecedented speed, reaching #7 on Tower Records' weekly indie chart the week of its release and #9 on Oricon's weekly indie chart the following month. They're a major new face, garnering the most attention right now.
FASHION HEADLINE (hereinafter, FH): Please tell us about the song "Run," which you collaborated with Hummel.
mahocato (hereinafter, maho): "Run" is a song that I started working on after I was asked to be a Hummel sneaker ambassador. The original plan was to use "Hello New Me" as the title, so I started working on the song with that in mind, but the working title "Run" felt really right, so I suggested it! I thought that this title would better convey the content of the lyrics.
Yasuda Chihiro (hereinafter Yasuda): The concept of "Hello New Me" was a perfect fit for us. We started the band full-time last year, and since then we've discovered a new side of ourselves, so we had a lot of fun writing the song.
FH: Is there anything in particular that you'd like us to listen to?
maho:The lyrics of the chorus. I think there are times when you wonder, "Is what I'm doing now right?" or "What will I become by doing this?" But instead of worrying and stopping, if you keep running, there's something ahead, and these lyrics directly express that.
KJ:This song was created with a punk sound in mind. The song has an impressive guitar riff, so I hope everyone will nod their heads and get excited at our live shows (laughs).
Yasuda:When we wrote this song, we were struggling with the exact same thing...A lot has happened so quickly since we formed, and we wondered what it was we really wanted to do, and whether we were achieving it at the time. So these lyrics really gave us the push we needed. Listening to this song always makes me stand up straight (laughs).
--Anything about the music video--
FH: The running scene is quite impressive in the music video. How was the filming?
Yasuda:We did it in two parts, starting in the morning, shooting the running scenes during the day, and then filming at an arcade late at night. It was our first time shooting over an entire day, so it was a very intense shoot! The scene that I remember most is the final sprint scene in the music video. It was getting dark in the evening, and we were all pressuring each other, saying we only had one more shot, so we were all out of breath by the time we finished (laughs).
maho:All three of us sprinted at full speed (laughs). I wanted to convey the powerful message of "Run" through the final running scene, so I hope you'll pay attention!
maho:I started running recently. Singing for long periods of time at live shows requires concentration and stamina, so I thought running was great! If I'm telling people to "run!" through my songs, I have to run too. I also started something called the "Running Club" on social media. It's an activity where we share our running activities on social media, and I'm the club president. I share my own running reports, but I also see the reports from everyone who's joined, and it always motivates me to work hard too.
KJ:I've always tried to avoid exercise, so...sprinting during the music video shoot was quite tough (laughs).
FH: How was the visual shoot?
maho:I'm good friends with MICO from SHE IS SUMMER in real life, so I was happy to be able to work with her in this way. I was nervous because I've always looked up to Friends. I've never shot with such a large group of people before, so I learned a lot by watching the other people's shoots.
FH: Why did you choose the sneakers you're wearing today?
maho:I love the color pink-purple the most, so when I saw MICO from SHE IS SUMMER wearing them, I knew from the start that I wanted to wear them today! That's why I've been planning my outfit around these sneakers as the main focus.
SLIMMER STADIL DUO CANVAS LOW 6,000 yen
KJ:I didn't have a simple beige like this, but I've always wanted to try wearing it. It goes well with sporty outfits, and I think it can be used in a variety of ways.
STADIL RMX LOW 6,500 yen
Yasuda:I've always liked sporty outfits. I was looking for a white sneaker with a bit of volume, and actually, when I went to an exhibition the other day, I saw these and knew I wanted to wear them.
CROSSLITE DOT 4 6,500 yen
FH: What's the appeal of Hummel sneakers?
maho:I like how they go well with any outfit. If I like something, I'll only wear it (laughs). So lately I've been wearing Hummel all the time!
Yasuda:Hummel sneakers have an exquisite color palette. For example, even though they're red, they come in a vermilion shade that's not bright red, or an orange-ish shade. I don't think there are many sneakers in such a classic color that are so easy to wear. Plus, they're very comfortable to wear.
KJ:Really. They fit snugly to your feet, so you can wear them with confidence even at live shows!
FH: Today we filmed in Harajuku. What does Harajuku mean to you?
Yasuda:Harajuku is where my current career began. Fashion, music, social media, everything. So it's a town I feel more attached to than my hometown. It feels like home. It's where I feel most comfortable. I'm not so good with crowded places, but Harajuku is the town I sometimes want to go back to.
maho:I used to come here often when I was dreaming of living in Tokyo. I like going to cafes, and I particularly love the cafes along the alleys of Takeshita Street.
KJ:I don't usually come here that often, but I think it's at the forefront of trends. Harajuku is a culture in itself. Just watching the people passing by is inspiring.
FH: Please tell us what to look forward to at "hummel loves music Iive tokyo" on May 18th.
Yasuda:I was really looking forward to performing live as part of the "hummel loves music" project! I think it's innovative and interesting to have songs with the same theme performed on the same stage. I think there will be many people who will be seeing us for the first time, but I want to make it a live performance that everyone can enjoy.
maho:Last year I had my first ever live performance, and since then I've been crazy about it for a year. We've finally started to feel like we're able to express who we are now in our live shows, so we hope you'll keep an eye out for this even more powerful band!
FH: So, does that mean we might get to see the three of us sprinting on stage (laughs)?
KJ:You'll have to come and see for yourself (laughs)!
This time, the three artists who have been garnering attention in various scenes, including music, have been appointed as ambassadors for Hummel sneakers. We interviewed "Friends," "MINT mate box," and "SHE IS SUMMER" in the cities that each artist has a connection to. Our first installment features an interview with "MINT mate box"!
MINT mate box
"MINT mate box" is a three-member band consisting of mahocato (vocals/guitar), Yasuda Chihiro (bass), and KJ (guitar). Formed through social media, they began full-scale activities in 2017. Four months after forming, they released their first single, "present." It became a hit with unprecedented speed, reaching #7 on Tower Records' weekly indie chart the week of its release and #9 on Oricon's weekly indie chart the following month. They're a major new face, garnering the most attention right now.
FASHION HEADLINE (hereinafter, FH): Please tell us about the song "Run," which you collaborated with Hummel.
mahocato (hereinafter, maho): "Run" is a song that I started working on after I was asked to be a Hummel sneaker ambassador. The original plan was to use "Hello New Me" as the title, so I started working on the song with that in mind, but the working title "Run" felt really right, so I suggested it! I thought that this title would better convey the content of the lyrics.
Yasuda Chihiro (hereinafter Yasuda): The concept of "Hello New Me" was a perfect fit for us. We started the band full-time last year, and since then we've discovered a new side of ourselves, so we had a lot of fun writing the song.
FH: Is there anything in particular that you'd like us to listen to?
maho:The lyrics of the chorus. I think there are times when you wonder, "Is what I'm doing now right?" or "What will I become by doing this?" But instead of worrying and stopping, if you keep running, there's something ahead, and these lyrics directly express that.
KJ:This song was created with a punk sound in mind. The song has an impressive guitar riff, so I hope everyone will nod their heads and get excited at our live shows (laughs).
Yasuda:When we wrote this song, we were struggling with the exact same thing...A lot has happened so quickly since we formed, and we wondered what it was we really wanted to do, and whether we were achieving it at the time. So these lyrics really gave us the push we needed. Listening to this song always makes me stand up straight (laughs).
--Anything about the music video--
FH: The running scene is quite impressive in the music video. How was the filming?
Yasuda:We did it in two parts, starting in the morning, shooting the running scenes during the day, and then filming at an arcade late at night. It was our first time shooting over an entire day, so it was a very intense shoot! The scene that I remember most is the final sprint scene in the music video. It was getting dark in the evening, and we were all pressuring each other, saying we only had one more shot, so we were all out of breath by the time we finished (laughs).
maho:All three of us sprinted at full speed (laughs). I wanted to convey the powerful message of "Run" through the final running scene, so I hope you'll pay attention!
MINT mate box "Run" (Released March 13th)
--What about the performance scenes and other scenes?--
FH: That gives the finished product a really fast-paced feel! By the way, do you run regularly? --What about the performance scenes and other scenes?--
maho:I started running recently. Singing for long periods of time at live shows requires concentration and stamina, so I thought running was great! If I'm telling people to "run!" through my songs, I have to run too. I also started something called the "Running Club" on social media. It's an activity where we share our running activities on social media, and I'm the club president. I share my own running reports, but I also see the reports from everyone who's joined, and it always motivates me to work hard too.
KJ:I've always tried to avoid exercise, so...sprinting during the music video shoot was quite tough (laughs).
FH: How was the visual shoot?
maho:I'm good friends with MICO from SHE IS SUMMER in real life, so I was happy to be able to work with her in this way. I was nervous because I've always looked up to Friends. I've never shot with such a large group of people before, so I learned a lot by watching the other people's shoots.
FH: Why did you choose the sneakers you're wearing today?
maho:I love the color pink-purple the most, so when I saw MICO from SHE IS SUMMER wearing them, I knew from the start that I wanted to wear them today! That's why I've been planning my outfit around these sneakers as the main focus.
SLIMMER STADIL DUO CANVAS LOW 6,000 yenKJ:I didn't have a simple beige like this, but I've always wanted to try wearing it. It goes well with sporty outfits, and I think it can be used in a variety of ways.
STADIL RMX LOW 6,500 yenYasuda:I've always liked sporty outfits. I was looking for a white sneaker with a bit of volume, and actually, when I went to an exhibition the other day, I saw these and knew I wanted to wear them.
CROSSLITE DOT 4 6,500 yenFH: What's the appeal of Hummel sneakers?
maho:I like how they go well with any outfit. If I like something, I'll only wear it (laughs). So lately I've been wearing Hummel all the time!
Yasuda:Hummel sneakers have an exquisite color palette. For example, even though they're red, they come in a vermilion shade that's not bright red, or an orange-ish shade. I don't think there are many sneakers in such a classic color that are so easy to wear. Plus, they're very comfortable to wear.
KJ:Really. They fit snugly to your feet, so you can wear them with confidence even at live shows!
FH: Today we filmed in Harajuku. What does Harajuku mean to you?
Yasuda:Harajuku is where my current career began. Fashion, music, social media, everything. So it's a town I feel more attached to than my hometown. It feels like home. It's where I feel most comfortable. I'm not so good with crowded places, but Harajuku is the town I sometimes want to go back to.
maho:I used to come here often when I was dreaming of living in Tokyo. I like going to cafes, and I particularly love the cafes along the alleys of Takeshita Street.
KJ:I don't usually come here that often, but I think it's at the forefront of trends. Harajuku is a culture in itself. Just watching the people passing by is inspiring.
FH: Please tell us what to look forward to at "hummel loves music Iive tokyo" on May 18th.
Yasuda:I was really looking forward to performing live as part of the "hummel loves music" project! I think it's innovative and interesting to have songs with the same theme performed on the same stage. I think there will be many people who will be seeing us for the first time, but I want to make it a live performance that everyone can enjoy.
maho:Last year I had my first ever live performance, and since then I've been crazy about it for a year. We've finally started to feel like we're able to express who we are now in our live shows, so we hope you'll keep an eye out for this even more powerful band!
FH: So, does that mean we might get to see the three of us sprinting on stage (laughs)?
KJ:You'll have to come and see for yourself (laughs)!
【hummel loves music special website】
http://www.ssksports.com/hummel/lovesmusic/
[Interview Cooperation/Inquiries]
S-Rush Harajuku Store
Address: 1F/B1F, In the Stream Building, 3-24-1 Jingumae, Shibuya-ku, Tokyo
Tel: 03-6455-4125
Business Hours: 11:00 AM - 8:00 PM
http://www.ssksports.com/hummel/lovesmusic/
[Interview Cooperation/Inquiries]
S-Rush Harajuku Store
Address: 1F/B1F, In the Stream Building, 3-24-1 Jingumae, Shibuya-ku, Tokyo
Tel: 03-6455-4125
Business Hours: 11:00 AM - 8:00 PM
![[LOOK] Tenderperson 2018-19 Fall/Winter Collection](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/380x380/images/upload/2018/03/c5c315b45b4687c32aa1b99e9fda1972.jpg)
![Chanel's luxury cruise dress code is a new interpretation of the marine look [2018-19 Cruise]](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/380x380/images/upload/2018/05/93f5c28dc81edf38087db9d5fbf35b76.jpg)
