We live in an age where there is an abundance of things. Have we found something that we truly desire?

We spoke to four core members of "THE" about their efforts to create "THE" products, updating the standards of all products and raising the bar for what is considered a classic.

Creative Director: Mizuno Manabu, Representative Director of good design company. Nakagawa Masashichi Shoten Co., Ltd., President and CEO (13th generation): Nakagawa Jun. Product Designer: Suzuki Keita, Representative Director of PRODUCT DESIGN CENTER. And Yonezu Yusuke, Representative Director and President of THE Co., Ltd. "THE" began in 2011 with a question about the market.

■ The "doughnut-like market" caused by excessive differentiation

--Why did you start "THE" products? Mizuno: Until the 1970s, technology was prioritized in manufacturing as well. Since the 1980s, technology has reached a certain level, and the word "differentiation" has become increasingly important. This demand grew even stronger in the 2000s, and by the 2010s, consumers had nothing left to buy. In other words, differentiation meant that what consumers really wanted disappeared. Suzuki: It's true that when I work on projects as a product designer, companies sometimes ask for "differentiation." Differentiation doesn't necessarily lead to better products. The pursuit of differentiation can sometimes lead us astray from what we truly want. Mizuno: At the same time, the "normcore" movement emerged in New York. Similar trends occur around the world at the same cultural level. This is what the 2010s were like. I call this situation, where the demand for differentiation has led to the disappearance of what people truly want in the marketplace, the "doughnutization of the market." "THE" was born from the idea of how to get consumers to eat the hole in the doughnut.

■Good things need to be properly communicated

Nakagawa: I was invited to join "THE" midway through the project, which Mizuno and (Suzuki) Keita were preparing. When I heard about it, I felt that there was great meaning in creating "THE" with them. That is, no matter how great a designer's work, it won't last unless they properly convey the appeal of the product and the story behind it to customers. I think the best way to achieve that is to communicate directly. That's why, when we started "THE," we said, "Let's start with a store." Even though the brand had just started and only had two or three items, I proposed opening a store in "KITTE," a shopping mall next to Tokyo Station.

Suzuki: I think opening a store at an early stage was the right decision. It allows us and our staff to communicate directly with customers. I think this is the only way it can be done; it's so important. A store is a place to convey a message to customers through people.

■The reason for the creation of the standing toothbrush

--Is there anything you pay attention to when creating a truly THE item?

Suzuki: The example of "THE TOOTH BRUSH by MISOKA" might be easy to understand. First, we start with the question, "What is a toothbrush?" A toothbrush's function is not just to brush your teeth, but also to dry them. Everyone stands their toothbrush in a toothbrush stand or in a cup to dry it, right? This proves that everyone wants to dry their toothbrush upright. However, most toothbrushes don't stand up. So, we came to the conclusion that toothbrushes also need to have the function of "standing." It's a necessary function, but we have to realize something that is not available in products on the market. This is one of the methods of "THE" manufacturing.

Mizuno: I think what's distinctive about Suzuki Keita's creations is that he translates what is called "emotional" into "function." He is someone who places great priority on function and background when designing. With "THE," we research the elements that make up "THE" before we start designing.

--Among the five criteria for developing "THE" (shape, history, function, materials, and value), there is "history." Why history?

Suzuki: We really think about historical perspectives. It feels like we are searching for "THE" within history.

Nakagawa: When I say history here, I don't mean something that has been around for a long time. I think the erasable ballpoint pen "FriXion" is "THE" everyday pen that changed the future of ballpoint pen functionality. Certainly, I think that things that have survived through the weeds of time are trustworthy. But I don't think that this is necessarily a must-have condition for becoming "THE."

Continued on 2/2.