"Conversing through clothes"

Hello.
This is Aoyagi.

There is a phrase I learned from a book I read recently.

It is "evolutionary language."




What is evolutionary language?

In a nutshell, it's a "word update" that takes common sense one step further.


for example,

"Reinventing the telephone"
Steve Jobs (iPhone launch in 2007)


"1000 songs in your pocket"
Apple's tagline when the first iPod was released (2001)


"Redraw the map."
NIKE "Japan National Football Team" Campaign (2010 World Cup)
*An evolutionary word that means going beyond existing boundaries and limits


"Turning space into a work of art."
BALMUDA's product philosophy *Home appliances = evolution from functionality to "experience and spatial value"


I see, I see.


When I learned about this "evolutionary word," I immediately came up with a phrase that could be substituted for APPLEBUM.

it is,

"Conversing through clothes"

is.




Experiences and common complaints

Several times in the past,

"Where is that T-shirt from?"
"Isn't that design based on the song XX?"

I have been approached with comments like this.


Also,

"When I wear an APPLEBUM T-shirt, I can connect with people who like the same things as me."
"When I met someone wearing APPLEBUM clothes on the street, I felt like we had a mutual connection."

It is often said that.


APPLEBUM's clothes are not just "clothes."

Music, movies, art, sports, street, etc...

We believe that APPLEBUM is a tool that allows us to turn the culture that has influenced us into graphics and have a conversation with "someone" who shares the same values.


Even in this day and age when social media is so widespread, a single T-shirt can convey a surprisingly big message.


"Oh, that's the sampling material, right?"
"I used to watch that movie a lot."
"Isn't that art an homage to XX?"


The fun of graphic tees is that they naturally spark such conversations, and I was reminded that they have value beyond just being functional clothing for APPLEBUM.


August has arrived and summer is in full swing.

This season's T-shirts are also packed with various conversation starters.

I would be happy if this could give as many people as possible the opportunity to express their individuality and personality and connect with others.


What conversation piece will you wear this summer?