Founded in 1923, Danish lifestyle sports brand Hummel has a deep connection to the music scene, having supported the Roskilde Festival, the largest music festival in Scandinavia, and being loved by artists from all over the world. In 2018, Hummel launched "hummel loves music," Japan's first music collaboration project. This time, the three artists who have been appointed ambassadors for Hummel sneakers are garnering attention in various scenes, including music. We interviewed "Friends," "MINT mate box," and "SHE IS SUMMER," each in the city that is associated with them. Our final episode features an interview with "Friends"!

Friends

This five-member band, consisting of Emi Okamoto (Vocals / Karakaku Tokusoutai), Hirose Hirose (Keyboards / Nicoten), Ryohei Nagashima (Bass / FINAL FRASH, the telephones), Taro Miura (Guitar / ex. HOLIDAYS OF SEVENTEEN), and Sekiguchi Louie (Drums / ex. The Mirraz), began performing in 2015 and has been generating buzz with a new style of city pop known as the "Shinsen-kei." Their catchy melodies and technical musical expression set them apart, making them one of the most noteworthy artists of the moment. This episode features Emi Okamoto and Ryohei Nagashima as guests.




FASHION HEADLINE (hereinafter, FH): "hummel loves music live tokyo" was held on May 18th. How was it?

Okamoto Emi (hereinafter, Okamoto):It was so much fun! All of the fans who come regularly were wearing Hummel shoes. That made me realize that making "Hello New Me!" was worth it.

Nagashima Ryohei (hereinafter, Nagashima):It was my personal birthday, so I was happy that so many people wished me happy! I'm sorry for making so many people feel uncomfortable (laughs).


FH: Please tell us about the song "Hello New Me!", which was created in collaboration with Hummel.

Okamoto:The theme was "Hello New Me!", so I created the song with the concept of getting new shoes, and when I put them on, I can see a whole new world and become a new person. Become a new person and enjoy life!

Nagashima:As for the performance, the band polished up what Hirose and Emison had written. It had a fun atmosphere, so we just added an even more fun atmosphere with the band. "Hello New Me!" is a type of song that is not very common among Friends, so I felt like we were able to go somewhere new, which was also great.

Okamoto:I think we were able to fully express the fun atmosphere of Friends in this song.




FH: Each member of Friends is active in many different fields, but what is the special concept behind your activities as Friends?

Okamoto:Enjoy yourself to the fullest!

Nagashima:That's right. It's a rough summary, but that's what I'm confident about. In fact, I think it's nothing more or less than that.

Okamoto:Even on stage, I try to make the audience feel like I'm just chatting with friends, and I'm conscious of putting on a live show that everyone can enjoy. I was conscious of the joy of making songs that make you cry but laugh at the end, or sad but able to look forward.


FH: What were your thoughts when you heard you'd be an ambassador for Hummel Sneakers? 

Okamoto:It originally started as a sub-project, with the idea of ​​just having fun, and I didn't have any plans at first. But as we continued our activities, I felt a stronger desire to have a lot of different people listen to our music, so I was really happy when this offer came along. It was also my first time writing a song for a tie-up, so I hope that it will inspire some people to listen to it.


FH: What do you particularly want people to listen to in "Hello New Me!"? 

Nagashima:I think that people who are listening to Friends for the first time will be able to easily grasp the fun parts of the song. If you see us perform live and then listen to "Hello New Me!" again at home, I think it's a song that will bring to mind the faces of the band members. For example, if the guitar is prominent, Taro's face will come to mind. I feel that it's important in being in a band to have that kind of humanity come through in the music. So I hope that this kind of message will reach more and more people.

Okamoto:The key point is that after the lyric "Where are you going on your next holiday?", the song mentions "Denmark," Hummel's home country.




FH: Hummel words were constantly being mentioned throughout the show! It was so straightforward and cool!

Nagashima: I think we probably just can't do anything else. If we're going to perform together, Hummel has to join in too! The positive energy we have as a band can become amazing when all five of us get together. I feel like that comes through in the staging and in Emison and Hirose's MCs.

Okamoto:We just love them too much. I think it's because we feel a strong desire to work with Hummel, who has taken a liking to us, and to give it our all! It just comes naturally. Friends are all like that, aren't they?




FH: The music video was also memorable for making you feel happy. How was the filming?! 

Okamoto:I left most of it up to the director, but the key point is that there are so many different Friends. There's a line in the lyrics that says, "I want to shine among those who are similar," and I think the fact that there are so many people who are similar but different is what makes the music video so relevant to the lyrics.

Nagashima:Some of my real-life friends also participated, and they seemed to be having fun, and the atmosphere was great.

Okamoto:The little kids were adorable too. Ryohei is really good with kids.

Nagashima:I really love kids. I also like playing with slightly precocious kids, and it was a lot of fun. I think the song "Hello New Me!" has become even better thanks to the music video. It feels like it was completed with everyone's help.


FH: I can really feel your love for Hummel. What is the appeal of Hummel? 

Okamoto:First of all, simply put, it doesn't give you blisters! I've never had any with Hummel. So 99% of the time, I don't get blisters. They come in a wide variety of colors, so they go with any outfit. I had the image of them as a sports brand, but I think they're easy to match with outfits that aren't sporty.

Nagashima:I've always loved futsal, so I normally wear Hummel sneakers as futsal shoes, but I didn't really think of them as apparel. This project prompted me to start wearing Hummel for everyday wear as well, and I think there's a sense of security that comes from the fact that it's originally a sports brand. It's so gentle on the feet!? And the apparel is stylish too.

Okamoto:Their clothes are colorful and cute, too. I haven't seen much sportswear that isn't a single color. The appeal is that it can be worn as everyday clothing.

Nagashima:It's also good that it's not something that only men or only women can wear. In the visual, the ones Hirose is wearing look feminine at first glance, but that's not the case at all.


FH: What made you choose the sneakers you're wearing today? 

Okamoto:I was attracted by the sparkle that matched the color of my hair, and then, unexpectedly, they had my size even though they were in the kids' section - it was a fateful encounter! I just had a strong connection.

REFLEX BUBBLEGUM JR 5,000 yen 

Nagashima:I'd been casually checking them out during photo shoots and events, and I'd always thought they were nice. So, the moment I saw them today, I decided it was the one! The shape is great, and the separate colors are nice too.

MARATHONA SHIGEYUKI KUNII(mita sneakers)DIRECTION 15,000 yen 


FH: What kind of place is Yokohama for you guys who are considered Shinsen-kei?

Nagashima:As someone from Saitama, I think there's everything! There's amusement parks, the sea, date spots, stylish spots, lots of restaurants, and it's great for both adults and children. From a Saitama perspective, it's unbelievable! (laughs) I'm so jealous.

Okamoto:When you're in Tokyo, you can't see much of the sea, but it's great that you can get to a place where you can see the sea in about 30 minutes by train. It's a great place to come and just relax by yourself, and it's stylish too!

Nagashima:I get the impression there are a lot of bands here. I imagine that music is born in such an exciting place. It's likely that the music you create will change as well.

Okamoto:Next, the "Friend Request Tour 2018 @ Yokohama" will begin, and the first day, June 15th, will be at Yokohama Bay Hall. If you wear Hummel shoes to a Friends concert, you'll be able to watch the show with your feet feeling very comfortable, so everyone should come!




Okamoto and Nagashima visited the S-Rush Marui City Yokohama store at Yokohama Station. They enjoyed shopping in a store that stocks a wide range of sneakers as well as sportswear and yoga wear. Okamoto, who is usually very fashion-conscious, chose a men's sized blouson jacket. He looks great in it.




After seeing the blouson worn by Okamoto, Nagashima also tried it on. There was constant laughter throughout the shopping trip, and it's clear how close the members are.



They apparently come in sizes up to 24.0cm! 


You can even find the duo's autographs inside the store! Why not stop by and find your favorite sneakers?