The Conversation With:- Nobu F-LAGSTUF-F

Q & A

How does F-LAGSTUF-F come about?

It started in 2014, after I quit the previous second-hand clothing store in 2013.

You started off as a buyer for a vintage clothing store in Japan. How does this experience influenced and inspired you in creating F-LAGSTUF-F?

I worked for 8 years, but there are 5 stores that I oversaw for buying at that time as well. Because the genies differ for each store, so I was able to learn about various clothes from the 1880s to the 2000s.

Your past experience also had brought you to many places around the world, particularly the States. How was your journey during those times?

It was harsh at first and I could not remember much (laughs). But in the second half, I was traveling alone in the United States, so that was fun. To me, the States look like a completely different country as you ventured into the many different cities. It was not what I initially expected and imagined, as I experienced it, I was influenced in so many various ways.

What makes F-LAGSTUF_F stands apart from the rest of the brands?

It is genre-agnostic and print-oriented.

You've collaborated with many great names in the industry. Can you share with us which was your favorite project and why?

One of my favourite projects was the one with Larry Clark. I was greatly influenced by his photographs and movies.

“TO ME, THE STATES LOOK LIKE A COMPLETELY DIFFERENT COUNTRY AS YOU VENTURED INTO THE MANY DIFFERENT CITIES. IT WAS NOT WHAT I INITIALLY EXPECTED AND IMAGINED, AS I EXPERIENCED IT, I WAS INFLUENCED IN SO MANY VARIOUS WAYS”

“IT IS VERY IMPORTANT FOR ME TO COMMUNICATE WELL WITH THE POTENTIAL DEALER AND GET TO KNOW THE STORE BEFOREHAND. I EMPHASIZE ON THE STORE ATMOSPHERE IN DECIDING WHETHER IT IS THE SUITABLE PARTNER FOR MY BRAND”

In all these previous projects, which would you say carries the biggest challenge for you and why?

The most challenging I would say the Dragon Ball project, mainly because there were too many restrictions (laughs).

We feel that your brand is heavily influenced by the 90's US Skate culture, manga and music. Are these F-LAGSTUF-F core identities or will these evolve as we move forward?

These are the cultures that I was deeply influenced by, and I don’t see that would change as we move forward.

With the ever increasing of social media platforms, do you see them as a good stage to present a brand? How do you project F-LAGSTUF-F on the social medias while ensuring that the brand stay true to its identity and is authentically represent amidst the information overload?

I’ve been posting through the online platform the same way as I did before. I do see SNS as a very good advertising tool because F-LAGSTUF-F started to become known in Japan via Instagram.

We found it quite impossible to get any image of you via the internet. Do you have any idea why it is so?

Well, the leading role is the grand F-LAG STUF-F, so I guess I am more comfortable taking the back seat and let the brand speaks for itself.

We have come to know that you are strictly niche and quite selective in choosing your dealers. May we know what are the criteria that you are looking for when choosing your dealers?

It is very important for me to communicate well with the potential dealer and get to know the store beforehand. I emphasize on the store atmosphere in deciding whether it is the suitable partner for my brand.

How is a day at F-LAGSTUF-F Studio looks like?

I start my day quite late; usually at 11am. A portion of the day is for meetings and for the rest of the evening into the night, I’ll be focus on creative part, mostly in designing.

“MUSIC HAS A BIG INFLUENCE ON ME AS PREVIOUSLY I ALSO HAD A BAND. THERE ARE SO MANY GREAT BANDS THAT I LOVE”

People often turns to movies for inspiration. Can you name us 3 movies that you consider as inspirational to you?

Jackie Brown, KIDS & Scarface. It’s difficult for me to list only three because there are so many great movies. Those three movies definitely influenced me in terms of fashion.

Any recent good read that you can recommend to us?

Recently I read back George Orwell's Nineteen Eighty-Four, and I think it was a good read.

How about music? Can you share with us 3 bands that have influence you and your career?

Music has a big influence on me as previously I also had a band. There are so many great bands that I love, but to choose 3 that have influenced me, I would say: RAGE AGAINST THE MACHINE, BLACK FLAG & RED HOT CHILI PEPPERS.

How do you see the skate culture influencing the lifestyle scene back when you first started the brand, and have it changes throughout the years?

Nothing really changes. Skating, snowboarding, music, movies they are all still much the same. I wonder if there will be any changes in my favourite things now and in the future. My interest on camping, fishing and support hobbies are increasing recently

Describe F-LAGSTUF-F in 3 words.

UNCATEGORIZED, MIX CULTURE & STYLE

Any message for us and your fans in Malaysia?

I love to travel and get in touch with various stores and cultures. Once this whole pandemic is over, I would love to go to Malaysia. To my fans in Malaysia, thank you for the support and let's toast.