“Hair and make-up of the show is reappeared in this event at ISETAN SHINJUKU, so I hope the world of our seeking will directly be understood.”





This event is original of ISETAN, which focuses on the theme of “the power of Japan” and “the art of Japan”.

“STORE JAPAN” is a pop-up event for a limited period, formulating new values from the different points of view.


“Fashion is...”
What’s fashion for you?

Various values are born upon the phases of food, clothing and shelter today. We are now thinking “Fashion is…” again, and introduce the fashion that rising designers in Tokyo think of under the theme “what’s fashion for you?”
Create a fashion for you with this event as a start.


  • January 23, 2013 – February 5
  • Center Park at ISETAN Shinjuku Main Building 3F


  • 1:Tank-top ¥18,900
  • 2:Shirt ¥21,000
  • 3:Shirt ¥24,150
  • 4:Knit Cardigan ¥23,100
  • 5:Short Pants ¥23,100
  • 6:Leggins ¥15,750



Hiromichi Ochiai

Designer of a fashion brand “FACETASM”. Born in Tokyo in 1977.
He admired “UNDERCOVER” and others when he was a high-school student and decided to go on a way of a fashion designer.
Graduated Bunka Fashion College in 1999, he got a job with a textile company “Guild Works”, where he had worked for about eight years and learned fashion design and business through experiences of producing textiles with various designers.
Founded his brand “FACETASM” in 2007 with being fully prepared.
He attended the 2012 S/S Tokyo Collection for the first time and was widely becoming noticed.




The brand, with Hiromichi Ochiai as leader and three others, debuted in the style of exhibition for 2007 A/W collection. It was distinguished in the fashion scene in Tokyo by the original textile, which is their forte and weapon. Inkjet print and embroidery inspired by various cultures are synonyms for the brand. Mixing those materials freely, they are trying to design clothes, which is “making people happy, not only who wear but also who are around them”. Their 2013 S/S collection got into the news for the collaboration with a graffiti artist NEZM.






The FACETASM show capped the opening of 2013 S/S Tokyo collection.
The “free” creation by the designer, Mr. Hiromichi Ochiai who designs clothing through a factor Tokyo, i
s world-widely noticed because of the view of the world going between mode and street fashion.
He, who is the driving force behind the mode scene in Tokyo and says that he is still studying as a fashion designer,
gave us an interview about the today and the future of FACETASM.

The opening of 2013 S/S Tokyo collection was capped with your FACETASM show.

Ochiai:Yes, our show started soon after the tape cut of opening ceremony. The guest was Namie Amuro whose costume was of FACETASM. We also designed her costumes for the PV of "Damage" and dome tour because of that relation.

This is the third runaway show for you, so have you had any changes since the first?

Ochiai: We are much more known since then. That was just the third for us though I have a feeling that we have a responsibility to keep holding our show and we can't back out.
When I was a student, I read about what the forefront designers before me said, something like "we are fighting in mode". I wondered, "What kind of fight is that?"
I now feel to become understanding a little about "the fight" in mode industry after the important duty, which was the opening for a whole collection, as listening to the pros and cons of the contents of our show.

Is that meaning you can prepare to be trying the fight?

Ochiai: You can say so. We can still keep our fashion business even in this time of depression and are supported by the young who are much interested in mode. That's why I do want to be at the head of them and to be a brand to keep fighting. Fortunately we nowadays have more occasions to be interviewed by magazines and the feeling that I want to be prepared for Japanese youth who love fashion is beginning to grow. That's why I do think, "Let's drive up!" and "Do our best!"


You told me that "Fashion must be free and I want to tell it to youngsters of today", when you gave me a previous interview.

Ochiai: The belief is surely becoming stronger. I'd like people to feel our attitude of creation from the belief even though FACETASM creates some difficult clothes to understand. Our collection line has been sold at Re Style of ISETAN since a while ago and I heard from a buyer that sales have picked up well partly because of the new collection published in last two runaway shows. The result is beginning to appear little by little.
The way of FACETASM has not been wrong, I think.
I'm really glad that our offensive posture seems to be appreciated.
Including those things, the last year was the time when something began to move.

Is "the young" a keyword for Mr. Ochiai's creation?

Ochiai: I guess so. I'd like to create clothes, which fascinate the young who loves fashion and also who doesn't. It is my motive power.
I myself looked at designers' clothes with a gleam in my eye when I was a student.
I'd like to design such attractive clothes to be wanted to wear.
Designers of our generation, such as MAME or ANRELAGE who attends this event at ISETAN with us, have the same wish, I think.
In addition to that, in this occasion our clothes line up with Tokyo brands such as kolor or TOGA, which we respect.
I'm also proud that the stage is at ISETAN; the place is called No.1 in Asia for the highly sensitiveness in fashion.

The fashion industry in Japan has great expectations on the age of FACETASM, doesn't it?

Ochiai: I'm thankful for it. Our company is small, which is operated by only four persons, although I strongly believe that we have to firmly establish aspects of various creations including sewing quality or design along with business, being true to the expectation.

FACETASM has more freedom because it is independent and the small number-exceptional talent.

Ochiai: Of course it is but I don't want to be too dependent on being independent.
I don't think we should just do only what we want to do because of our being on a small-scale.
I'm sure we won't do what is unsuitable for FACETASM, but we have to seriously think how to cope with fashion business as a small company and if we should make the scale larger.
I'd like to continue making all possible efforts for our brand growing up, as listening to buyers' suggestions flexibly.
Independent or not doesn't matter as a result for creating good clothes.
We are still studying to improve our creation rapidly.


I think FACETASM is a very Tokyoish brand. How do you think of your brand?

Ochiai: I feel that brands from Tokyo have elements from the street emphatically as viewing from global standards even though I don't know the world well. I believe "the feeling of street" can be the forte as playing around the world. We should not be afraid of foreign high fashion but seek a creation between mode and street fashion existing nowhere but in Tokyo. It will be an individuality of Tokyo brand, won't it? I think it is important not to accommodate to abroad on purpose but to approach valuing a creation born only in Tokyo.

What do you think of the FACETASM's position in Japan?

Ochiai: I would like to go on the right way as long as we working our collection. We are independent but don't want to be an outsider, honestly if I say. Playing in the mainstream, we can also play as an underground player. I hope we will keep that kind of position.

So, please tell me about your latest collection 2013 S/S.

Ochiai: There are two keywords: classical things and graffiti on the street
The starting point was to fuse two keywords and to express elegance and femininity suitable to FACETASM.
There are, for example, graffiti embroidered on an item entirely made of lace and enlarged graffiti by inkjet print put on chiffon. Those materials are very suitable to our brand.
The collection was done as usual with various elements freely; such as B-boy-like or African color arrangement, derived from graffiti.

How come did you decide this collection to be like that?

Ochiai: I like the anything-possible style without a rule and wanted to send it as a message.
I am a type having too much information and taking in everything (as laughing).
Because I want it to be understood that "fashion is really fun!"
It is of course possible for me to design clothing with strict rules if some changes are born in me.


Your clothes are very life-sized and connected directly with your mood in a sense.

Ochiai: You can say so. That's why Tokyo is another important factor.
We moved our office to Harajuku at the end of the last year and nowadays it is very fresh for me to walk around nearby. New ideas often strike me as walking.

Did you have any change in your mind after opening a studio in Harajuku?

Ochiai: I have a tense atmosphere in many senses because there are a lot of high sensitive youngsters here who can be fascinated to a creation of FACETASM or who will be. I would do my best as being inspired by them.

How about this event at ISETAN Shinjuku?

Ochiai: It gave us an opportunity to rank with the respectful forerunners and the working hard fellows in the same generation as us. It encouraged me very much.
Our new collection can be shown all at once so that it can be easy to be understood our view of the world.
Hair and make-up from our runaway show also reappear with mannequins so I hope that customers directly understand the world FACETASM seeking.

Asking the last question, what has been your unchanged basis for six years since your debut?

Ochiai: That is clothing only born in Tokyo.
In addition to that, I want to produce clothes making people happy, not only who wear FACETASM but also who are around them, and stimulating their feelings.
It has never changed.