Good taste makes me think, "Maybe I can become a better person."
"When you see or read something with good taste, you can easily enter into its worldview."
Writer David Marks has written extensively about Japanese fashion, and the cover of his latest book, STATUS AND CULTURE, includes the line, "Why do people with good taste have an advantage?"
"The pages of Men's Club from the 1960s, especially those from 1963 to 1966, are fascinating. Rather than reporting on and introducing what was popular at the time, they created a worldview from scratch, featuring the Ivy League look, which was worn by only a small minority of people in Japan. This sense of freedom can be felt in both the articles and the layout, which is why readers were able to immerse themselves in a fantasy that had not yet become widespread."
Even if we want to imitate this kind of style, it's quite difficult in today's world where information is shared in a matter of seconds. "If there's a way to break through," David says, "their strength lies in the fact that they protected their small, close-knit community and their confidence in trying to gather only the styles that they think are cool. That confidence creates persuasive power, and the sense of unity that comes with being a small community creates a sense of exclusivity and admiration."
He also believes that certain hurdles are important in cultivating good taste. "I've recently been thinking that it might be a good idea to deliberately set restrictions and limits on your own actions. Take, for example, the architecture featured in the pre-war design magazine "Complete Collection of Contemporary Commercial Art." Compared to today, there must have been limitations in technology and materials, and of course there was no AI. But that's probably why they used their brains to the fullest to try to create something good, and their taste is actually on full display."
On the other hand, when asked about good taste in everyday items, David said, "It's a little embarrassing to say this, but I'm drawn to things that make me feel like if I have this, I might become a righteous person, or that it might bring me closer to a beautiful life. Iittala's watering can has a beauty in that it understands its role of watering greenery and doesn't try to do anything more than that. That sense makes even everyday watering feel like a ritual."
He feels the same sense in the pottery of Shussai Kiln, the Postalco snap pads, and the Bialetti espresso pot. "Sense and art are different. Art has the power to overturn the viewer's concepts and force them to change something, whether they like it or not. Sense, on the other hand, doesn't reject you, but gives you the joy of feeling like you might become a better person."
[MAGAZINE] Men's Club in the 1960s
"It was an era when magazines could create culture from scratch. That energy is overflowing in the pages. Even in the street snapshot project called Machiai (Ivy League Girls in the City), at first there were no Ivy League girls in the photos at all (laughs). But gradually, more and more stylish people wearing Van jackets began to appear. The magazine's sense of style drew people in."
[DAILY ITEM] Iittala Nappula Watering Can Brass
From Napula, a plant-related product series made by Iittala, a popular tableware brand. "In today's world, where we are overwhelmed with information and are required to do many things at once, a watering can that is specifically designed for watering plants is very refreshing. It makes me happy to be able to focus on caring for plants, and it makes me want to return to that kind of lifestyle."
[BOOK] Complete collection of modern commercial art
This collection of works featured pioneers of Japanese graphic design, such as Hisui Sugiura, as editorial committee members, and introduced a different theme for each issue. It was published by Ars Publishing between 1928 and 1930. "My favorite issues are those that feature buildings and window displays. They allow you to discover the sense that modern people have lost. They teach us that it is in inconvenient situations that sense is honed."
[FASHION] Yonetomi
This is an original brand from a knitwear manufacturer founded in Yamabe Town, Yamagata Prefecture in 1952. "It's an undyed off-white cotton sweater. It's a very subdued color, but it's not intentionally subdued. I think it's a color chosen because we respect the natural appearance of the material. It shows the confidence of the maker. It's the pinnacle of good taste!"
【FURNITURE】Gerrit Rietveld's Red and Blue Chair
This is a masterpiece chair by 20th century Dutch architect Gerrit Rietveld. It shows the strong influence of De Stijl, an art movement he participated in together with Piet Mondrian. "The consistency in what he creates is cool. The Schröder House, which is said to be an evolution of this chair, has a sense of unity in design, color, function, and everything else."
[DAILY ITEM] Bialetti Moka Express
This Italian bestseller has remained unchanged in both function and form since its release in 1933. "It's manual, simple to operate, and brews delicious coffee in a short amount of time. I love how it's so dedicated to its role of brewing coffee, and how its functionality and design are integrated. I also admire how it has taken root in the lives of Italy, the powerhouse of espresso."
[DAILY ITEM] Dezaigama
A pottery maker in Izumo City, Shimane Prefecture, who continues the spirit of folk art. "Even simple dishes and snacks look great when served on brown plates or small bowls from Izunishi Kiln. These are pottery pieces with such power. I really like the way they combine the minimalist Japanese aesthetic with the warmth of handmade items, and I also love the unique worldview of their products, which are made entirely in a small workshop in the countryside."
[STATIONERY] POSTALCO Snap Pad A4
A long-selling item from Postalco, which allows you to customize your memo pad, schedule book, etc. with your favorite paper. "I use a navy blue A4 size notebook with a calendar set in it. Holding it makes me feel refreshed and brings order to my life. That's why I want to carry it around, and when I use it, I always get compliments like, 'That's a nice thing!'"
