THEATRE PRODUCTS launched "THEATRE, yours" in August last year, a new approach to enjoying clothing by focusing on the clothing-making process, including patterns, fabrics, clothing construction, and prints. As part of a special project at the TOKYO Kaihoku (Liberation Zone) in Isetan Shinjuku, designer Akira Takeuchi has adapted patterns from Vogue magazines of the 1950s and 1960s to suit the style of modern women. These patterns, fabrics, and ready-to-wear garments are on sale. The project runs until April 23rd. We spoke with Akira Takeuchi and producer Kaori Kanamori, who visited the store on the opening day. What inspired you to start THEATRE, yours? We launched the project last August with the idea that by proposing a different way of buying ready-to-wear clothing, we could broaden the way people view and enjoy clothing. We sold fabrics and patterns in Osaka and Shibuya, and held workshops and exhibitions where people could make their own clothes. What is the content of this special project? Among the patterns imported from overseas, we selected patterns for a LANVIN pullover, a VALENTINO dress, and an original VOGUE blouse. Using these as a starting point, we remade patterns that capture the current mood, lightness, and the essence of Theater Products by adjusting the balance and details. We created three styles: a collared pullover, a blouse, and a dress. While retaining the basic structure, we adapted the dress into a pullover, and used fabric scanned and printed from the patterns for the pullover. As with our previous workshop, with the cooperation of Toyoshima Business Systems Co., Ltd., we also enabled participants to create custom patterns by selecting their favorite parts of the patterns and designs on a computer. We also displayed Theater Products' Spring/Summer 2013 collection, created with the Theater Yours philosophy, in the store. --Why did you focus on the patterns that came as supplements to old VOGUE magazines? At the time, high-end brands partnered with Vogue to create patterns. Also, unlike today, decades ago, patterns were sold in the same way as ready-to-wear clothing. I found this very interesting, and I thought that by letting people know about it, they might be able to take a fresh look at patterns and the structure of clothing. As a designer, working on projects using vintage patterns is both fun and fascinating. Last year, Theater Products celebrated its 10th anniversary, and this year, our other designer was replaced by Miwa Fujiwara. What impact has this had? As a brand, we want to use the change in designer as an opportunity to change our image while preserving the unique qualities of Theater Products. We want to create well-made clothes that women will find comfortable, cute, and want to wear. What are the future plans for Theater Products' business? Currently, we operate five directly managed stores and 20 wholesale stores, with the directly managed stores being the core of our business. As our products are still only available in limited areas, we would like to expand this over the next 10 years so that more people can see them.
In order to share the world of Theatre Products with more people, the company needs to grow. We would like to come up with a system that will enable both the company and ourselves to grow.
On the weekends of April 13th, 14th, 20th, and 21st during the festival, we will also be holding workshops where you can create original patterns and textiles by arranging pattern parts on textile data on your computer. By cutting and sewing along the pattern lines printed on the textile, you can create your own uniquely designed pullover, skirt, or dress.
