We take a close look at stylist Tsuyoshi Noguchi, who collaborated with his own company MINEDENIM, navigated with HYSTERIC GLAMOUR, and worked on the styling and direction of WILDSIDE's visuals.

――How did you get involved with WILDSIDE YOHJI YAMAMOTO and how did it all start?

Noguchi: First, I was told about the collaboration with MINEDENIM. Then, I talked to Mr. Kitamura, the director of HYSTERIC GLAMOUR, and he gave me the permission to participate in this collaboration with WILDSIDE.

――WILDSIDE and HYSTERIC GLAMOUR together is pretty rare, no?

Noguchi: YOHJI YAMAMOTO and HYSTERIC GLAMOUR have contrasting brand worldviews, and there is something rare about them together. It was also interesting that this time we asked Mr. Kitamura to freely create a WILDSIDE T-shirt based on his idea of "black" through the filter of HYSTERIC GLAMOUR. The content of that theme was the same as for MINEDENIM. Remove English MACHINE GLOSSARY (3/3) Noguchi: YOHJI YAMAMOTO and HYSTERIC GLAMOUR have contrasting brand worldviews, and there is something rare about them together. It was also interesting that this time we asked Mr. Kitamura to freely create a WILDSIDE T-shirt based on his idea of "black" through the filter of HYSTERIC GLAMOUR. The content of that theme was the same as for MINEDENIM.

――MINEDENIM has produced 6 items this time. Did you have any kind of image in mind when you worked on the collaboration?

Noguchi: The denim jacket and denim pants are also made in a bigger silhouette than the usual MINEDENIM. The border cut-and-sewn was produced at the request of WILDSIDE. The skinny denims, which are a standard MINEDENIM item, has crushed knees, and the knees are decorated with a print of a song by Lou Reed, which was the motif for the name of the project, WILDSIDE. YOHJI YAMAMOTO also utilized the original wrap pant design and had the MINEDENIM denim fabric dyed black by "Kyoto Montsuki" using the lacquer-black dyeing technique.

MINEDENIM worked on all six items for WILDSIDE.​ ​

A MINEDENIM black denim jacket with a hand-bleached pattern. Pants with the same pattern were also made.​ ​

――What kind of impression do you have of the YOHJI YAMAMOTO brand, having visited the Paris Collection almost every season without fail, and having watched YOHJI YAMAMOTO for a long time, including the styling for your regular photo shoots?

Noguchi: YOHJI YAMAMOTO has a somewhat masculine impression compared to other brands. Also, his silhouettes have always had a voluminous feel, and the layering aspect is also impressive.

――WILDSIDE is based on an online store, but also has retail stores in Japan. What is the message you want to send to your overseas customers and the younger generations?

The name of Lou Reed's song, which was also the motif for the name of WILDSIDE's project, is printed on the black denim knee-crushed area of the applied fabric. 

Noguchi: The same goes for EC, but you can't tell unless you try it on, and I want people to try on the clothes on the hangers. Some of the clothes have a "black" theme or a slightly larger silhouette, so they should be easily accepted by today's young people. Yohji's clothes in particular, make you look stylish when you wear them, in a good way, or they make you stand out as a character. In that sense, I think they are interesting clothes. I think Yohji's clothes are probably popular among young people today, and when they wear them, they feel right at home.

――It seems to me that people of today's generation place more importance on the cleanliness of their clothing choices, what do you think, Mr. Noguchi?

Noguchi: I think it depends on who wears the clothes and how they're worn, whether it is black clothing, denim and a T-shirt, or any other kind of clothing. Of course the clothes are important, but you should also think about your hair to an extent, and shoes are also important, so I think it is more fun if you think about it in layers.

――What are your hopes for WILDSIDE, which will be collaborating with various brands this time around?

Noguchi: What I expect from WILDSIDE is that it would be interesting if it becomes a place where people gather to send something out, whether it be art, books, or music. It would be even more interesting if the YOHJI YAMAMOTO color became stronger there. I hope it will become a store with lots of individuality.

Photos: Shunya Arai Interview & Text: Hiroshi Kagiyama​ ​