01 — Why create a wellness brand now?

For over 20 years, I've worked on a variety of projects, primarily in fashion.

These included designing for Japanese select shops, art directing for Paris Collection brands, and designing uniforms for luxury hotels.

Due to the nature of my work, I traveled overseas frequently, leaving Tokyo every two months, and sometimes even multiple times a month.

When I traveled overseas, I would walk around the city as much as possible, even during breaks from work.

Beyond museums and historical architecture, I visited the latest select shops, long-established stores, vintage clothing shops, and cafes.

More than what I saw there, I enjoyed observing what the people of that city valued at that moment.

After doing this for a long time, I sometimes sensed moments when not only fashion trends but people's values themselves were changing.

What's changing significantly across the world now is the standard of "richness" or "affluence."

Previously, luxury brand bags and clothes symbolized a person's lifestyle.

Of course, that hasn't disappeared entirely.

However, when observing stylish people and celebrities overseas, a new set of values is being added.

It's not just about what you wear, but also what you eat.
How you move your body.
The environment you spend time in.
How you take care of your body.

More and more people are spending time and money on these things.

In Los Angeles, wellness itself naturally intertwines with fashion and culture.

People work out in ALO activewear and buy expensive smoothies at Erewhon.

Paying thousands of yen for a single smoothie isn't just a health-conscious action; it represents a person's values and lifestyle.

I don't believe this trend is a passing fad.

Just as fashion is no longer solely about "what you wear," from now on, a person's style will encompass "how they live."

In Japan, we've gradually started hearing the word "wellness."

However, looking at the rest of the world, I feel that this change has just begun.

It's not simply that wellness follows fashion.

Fashion, beauty, diet, exercise, travel.

Things that previously existed separately are beginning to connect to a single value: "how one lives."

I am now very interested in this significant change.

And I wanted to use my experience in brand building to shape this new lifestyle.

That's how COREGREENS began.

Shuichi Sakamoto
Founder / Fashion Director