Still in a rebellious mood, I keep seeking new things
CE is a Tokyo-based brand with fans all over the world. Its director is British-born Toby Feltwell. Passionate about skateboarding and music from an early age, he started working at the music label Mo'Wax after graduating from university. He met NIGO® during his time at the label, which led him to move to Japan in 2005.
He then became involved with NOWHERE CO., LTD., which operates A BATHING APE®, and BILLIONAIRE BOYS CLUB (BBC), a brand created by NIGO® and Pharrell Williams, where he was in charge of not only management, planning, and design, but also legal matters. Toby is actually a unique director, qualified as a lawyer.
"While I was working at Mo'Wax, I attended law school for four years at night and then worked at a law firm for two years before getting my qualifications. I met someone at SLAM CITY SKATES, a skate shop I used to go to every day during my student days, and that's how I ended up working at Mo'Wax. At first, I had a lot of fun, but after a few years, I started to feel like I was getting used to it.
I was thinking about doing something new, and when I found out there was a law school near my house, I decided to attend. It was like a new hobby (laughs). Even after I got my qualifications, I was unsure whether I wanted to continue working in the law. That's when NIGO® contacted me and I decided to move to Japan."
This mouton coat from CE is a must-have for autumn and winter. 
The brand releases original cassette tapes 3 to 4 times a year, sold exclusively in stores.
The ability to create something new as a director
Toby has used his experience in Japan to launch brands, develop business strategies, and support overseas expansion. He says he learned the know-how and knowledge of clothing production from NIGO®. In 2011, he started CE with Skate Thing and Yutaka Hishiyama, with whom he had worked at BBC. How do the three of them divide their roles in the creation of products?
"Our roles are clear: Shin-chan (Skate Thing) handles the graphics, Hishiyama handles production, and I'm in charge of direction, deciding the overall direction. We each have our own area of expertise, and we couldn't function separately. So, I don't feel like I'm making the clothes myself. I come up with an idea for what I think would look good, communicate it, and then we all work together to give it shape. That's why sometimes the finished product turns out to be something I never expected, which is really fun. The most enjoyable moment is when the first sample is ready."
Toby describes his work as "similar to editing," and says that the roots of his creations lie in the "anti-fashion" mindset he had as a young man.
"I'm still in the rebellious mood I had as a teenager. I want to listen to different music than my parents listened to, I want to wear different clothes than everyone else, and I still don't like mainstream or popular things. I've always been interested in things other than fashion, it's just that my output is clothing. The same goes for Shin-chan and Hishiyama-san, and when the three of us get together we exchange all kinds of information, but we never talk about fashion (laughs). Maybe that's why I'm able to create such unique things."
The brand, which the three friends have always enjoyed running, will celebrate its 15th anniversary in 2026. "I wasn't even aware of it, it's gone by so quickly (laughs)," Toby says with a laugh, but in fact they launched a new brand in the spring of 2025.
OFFERING is a London-based, made-in-Japan brand created by five unique, interdisciplinary individuals: Toby and Hishiyama from CE, London-based stylist Simon Foxton, creative consultant Nick Griffiths, and interior designer Adam Bray.
"Around 2020, my old friends Simon and Nick approached me about starting a brand. I then added my friend Adam, who has the best taste, and the five of us started the brand. I act as an editor, helping them realise their vision and what they want to do. We use tasteful fabrics made in Japan and feature original graphics inspired by Adam's vintage fabrics, textiles and pottery. The creations are different from those of CE, and I personally enjoy making them."
We will continue to keep an eye on Toby's activities as he continues to seek out new things and move in the direction that excites him.
