My second visit to Niigata was in the middle of the rainy season. I met up with Yoshiyo Abe, designer of petite robe noire, at Nagaoka Station and embarked on a short journey tracing Abe's roots.
Founded in 2009, the brand petite robe noire is celebrating its eighth year of production, with a commitment to Japanese-made products and the idea of "connecting the old and the new." Nagaoka City, Niigata Prefecture, is where Abe first decided to pursue craftsmanship.
-What memories do you have from your high school days?
Abe: It seems I've always loved making small things, and in high school I would gift photo frames and hairpins I'd wrap and give to friends. I clearly remember that this passion led me to decide in high school that I wanted to create things and work in the apparel industry. I have many memories from my student days that have shaped who I am today.
At the time, a senior colleague I respected once told me, "The most important thing in a design career is to have a deep collection of things you love." That was when I began to think about the importance of having my own ideas. From then on, I believed that what I loved was important—things that evoke emotions and resonate with me. I began consciously collecting things I loved, such as my favorite magazine pages, patterns, and quotes, clipping them, pressing them, and making flowers. I didn't just collect them; I also clearly organized in my mind why I loved them.
As a result of collecting these "favorite things," even in my busy Tokyo life, I sometimes have flashbacks to memories I once saw—purple flower fields suddenly appearing in the expansive mountain forest, a lush, deserted forest as the evening faded, and a crimson-colored sunrise—things I'd forgotten I could have felt growing up here.
Walking through the vast countryside, I recall memories of that time.
Abe-san: It wasn't until I came to Tokyo that I realized how environmentally rich the place where I was born and raised was. Nature was always nearby, the water and air were different, the stars looked beautiful, etc. Now, when I sit down to create a design, I suddenly realize that at its core I seek that kind of "nature." I don't mean ideas like "flower motifs" or "leaves," but rather something that is not directly related to design and that can be the source of my deeper creativity.
As we get older, the things we see and think change, but the experiences we have as young people that remain in our memories today mean that we were able to let loose at the time, and I want to cherish them. I believe I've seen and experienced many such things in this area.
--I heard that recently you've been focusing on locally rooted manufacturing.
Abe: This has been a theme of our philosophy since the company was founded. I believe that the meaning lies in things that can only be done in a certain place, and that can only be created in that place by the people who live in that environment.
If we think about things individually, the world is already overflowing with things, but if we ask ourselves, "Why was something originally created there?" and filter it through the local area, I think we can appreciate the meaning of manufacturing. For example, unless the water is clean, dyeing will not produce good colors. This is the essence of manufacturing, and it is why local industries thrive. The reasons for this can be felt when you actually visit the place, but they can sometimes be difficult to appreciate when we only look at the products.
To put it in extreme terms, I'm working towards meeting people I can only meet in that area. Or, it's as if I'm moved by interacting with them. That's the feeling I have. I want to continue creating products that only that person can make, that can only be made in that place.
-Your business has been gradually expanding, but did you always have a business plan for how you got to where you are now?
Abe: Not at all. When I was in high school, I decided I wanted to work without belonging to any organization, and when I first started the company, I thought I would be responsible for the brand on my own. Now, while maintaining a core of strength that is unmatched by myself, I'm able to create great products together thanks to the people I work with and my team members. I'm also very grateful for the opportunity to work with so many different people, allowing my "circle" to naturally expand.
For my customers, I always keep in mind the question of "how much surprise can I provide?" and aim to create unexpected products that even I've never seen before, products that will pleasantly surprise them. At first, people might think, "Wow, that's beautiful," but at the same time, they might think, "Wow," but I hope that their appreciation will gradually dawn on them later. I believe that without these two extremes, it is not possible to evoke true emotions.
From July 20th to August 1st, Petit Robe Noir's pop-up shop, "Circle of pieces - Things connected to Petit Robe Noir," will be open at West Park/Promotion on the 3rd floor of Isetan Shinjuku Main Building. The shop will stock items created in collaboration with Petit Robe Noir and Niigata-based artisans and companies, such as hammered copperware artisan Kazuya Watanabe, Cafe Tsubame Coffee, and G.F.G.S.
[Event Information]
"Circle of pieces - Things connected with Petit Robe Noir"
Dates: July 20th - August 1st
Location: West Park/Promotion, 3rd floor, Isetan Shinjuku Main Building
→Next, we'll be looking at a conversation between G.F.G.S. representative Koyanagi Yuichiro and Abe Yoshiyo.
→Return to table of contents.
Founded in 2009, the brand petite robe noire is celebrating its eighth year of production, with a commitment to Japanese-made products and the idea of "connecting the old and the new." Nagaoka City, Niigata Prefecture, is where Abe first decided to pursue craftsmanship.
-What memories do you have from your high school days?
Abe: It seems I've always loved making small things, and in high school I would gift photo frames and hairpins I'd wrap and give to friends. I clearly remember that this passion led me to decide in high school that I wanted to create things and work in the apparel industry. I have many memories from my student days that have shaped who I am today.
At the time, a senior colleague I respected once told me, "The most important thing in a design career is to have a deep collection of things you love." That was when I began to think about the importance of having my own ideas. From then on, I believed that what I loved was important—things that evoke emotions and resonate with me. I began consciously collecting things I loved, such as my favorite magazine pages, patterns, and quotes, clipping them, pressing them, and making flowers. I didn't just collect them; I also clearly organized in my mind why I loved them.
As a result of collecting these "favorite things," even in my busy Tokyo life, I sometimes have flashbacks to memories I once saw—purple flower fields suddenly appearing in the expansive mountain forest, a lush, deserted forest as the evening faded, and a crimson-colored sunrise—things I'd forgotten I could have felt growing up here.
Walking through the vast countryside, I recall memories of that time.
Abe-san: It wasn't until I came to Tokyo that I realized how environmentally rich the place where I was born and raised was. Nature was always nearby, the water and air were different, the stars looked beautiful, etc. Now, when I sit down to create a design, I suddenly realize that at its core I seek that kind of "nature." I don't mean ideas like "flower motifs" or "leaves," but rather something that is not directly related to design and that can be the source of my deeper creativity.
As we get older, the things we see and think change, but the experiences we have as young people that remain in our memories today mean that we were able to let loose at the time, and I want to cherish them. I believe I've seen and experienced many such things in this area.
--I heard that recently you've been focusing on locally rooted manufacturing.
Abe: This has been a theme of our philosophy since the company was founded. I believe that the meaning lies in things that can only be done in a certain place, and that can only be created in that place by the people who live in that environment.
If we think about things individually, the world is already overflowing with things, but if we ask ourselves, "Why was something originally created there?" and filter it through the local area, I think we can appreciate the meaning of manufacturing. For example, unless the water is clean, dyeing will not produce good colors. This is the essence of manufacturing, and it is why local industries thrive. The reasons for this can be felt when you actually visit the place, but they can sometimes be difficult to appreciate when we only look at the products.
To put it in extreme terms, I'm working towards meeting people I can only meet in that area. Or, it's as if I'm moved by interacting with them. That's the feeling I have. I want to continue creating products that only that person can make, that can only be made in that place.
-Your business has been gradually expanding, but did you always have a business plan for how you got to where you are now?
Abe: Not at all. When I was in high school, I decided I wanted to work without belonging to any organization, and when I first started the company, I thought I would be responsible for the brand on my own. Now, while maintaining a core of strength that is unmatched by myself, I'm able to create great products together thanks to the people I work with and my team members. I'm also very grateful for the opportunity to work with so many different people, allowing my "circle" to naturally expand.
For my customers, I always keep in mind the question of "how much surprise can I provide?" and aim to create unexpected products that even I've never seen before, products that will pleasantly surprise them. At first, people might think, "Wow, that's beautiful," but at the same time, they might think, "Wow," but I hope that their appreciation will gradually dawn on them later. I believe that without these two extremes, it is not possible to evoke true emotions.
From July 20th to August 1st, Petit Robe Noir's pop-up shop, "Circle of pieces - Things connected to Petit Robe Noir," will be open at West Park/Promotion on the 3rd floor of Isetan Shinjuku Main Building. The shop will stock items created in collaboration with Petit Robe Noir and Niigata-based artisans and companies, such as hammered copperware artisan Kazuya Watanabe, Cafe Tsubame Coffee, and G.F.G.S.
[Event Information]
"Circle of pieces - Things connected with Petit Robe Noir"
Dates: July 20th - August 1st
Location: West Park/Promotion, 3rd floor, Isetan Shinjuku Main Building
→Next, we'll be looking at a conversation between G.F.G.S. representative Koyanagi Yuichiro and Abe Yoshiyo.
→Return to table of contents.
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