NEIGHBORHOOD is recognized as one of the most coveted Japanese streetwear brands that launched in 1994 by its founder, Shinsuke Takizawa. Over the years in my career as a designer, and ingrained in street culture, Mil-spec/utilitarian design, and fishing/outdoor lifestyles, I’ve always been intrigued by, and respected the NEIGHBORHOOD aesthetic, which is an Americana-influenced workwear, military and motorcycle-inspired brand design. Several years ago, through the power of Instagram, I befriended a gentleman named Nau who has been responsible for a lot of the design direction we see Neighborhood producing year after year. Over the course of messaging each other through DM’s, and emails, getting to know more about Nau’s story, I’m beyond thrilled to share with you an interview with NEIGHBORHOOD’s head designer, Nau Shima.

-Lloyd Gomez

Interview with Nau Shima (@tacwp) of Neighborhood

Photo Credit by: Kentaro Yamada

Interview Translated by: Hashim Kotaro Bharoocha

SUB: Hi Nau! Please introduce yourself and give us some insight into your background, and being the head designer for Neighborhood.

Nau: I was born in 1973 in Tokyo, and lived in Tokyo until high school. After graduating high school in 1991, I moved to New York to go to the School of Visual Arts (SVA). I studied fine art at S.V.A, and focused on painting as an artist. I feel really lucky for being able to experience not just the art scene but also the street culture in New York at that time. Back then in the rock scene, it was right before the grunge explosion, and it was also the golden era of hip-hop in New York. New York was still pretty dangerous back then, and there was a unique vibe that pervaded the city.

My father worked in the music industry, and because of that music has always been an important part of my life since childhood. The fact that I’ve been able to maintain my love and curiosity for music, fashion, and art all these years is what keeps me going. I would go back regularly to Tokyo to hang out, and I felt a shift happen in the streets of Tokyo in 1995, so I decided to move back from New York.

NEIGHBORHOOD had just started, and it was right before Harajuku street culture blew up. I joined NEIGHBORHOOD in 1996 as a shop employee. Back then the business was operated by Takizawa, TET of WTAPS, and MOT (who no longer is here), and myself. We were still young and in our twenties, so we weren’t really thinking about the future. We were just creating what we wanted to, without any real knowledge or experience.

SUB: How did you and Shinsuke Takizawa meet and can you describe your working relationship when it comes to designing products and collections?

Nau: I first met Takizawa at the Goro’s store around 1995. I was going to Goro’s since I was a teenager, so it was strange that we first met there. So we met just around the time Takizawa started NEIGHBORHOOD. We didn’t know each other prior to that, and I never imagined he would become my boss. In our working relationship, he manages the business side while also being a designer, so it’s my job to support his vision. Since the business has expanded, we also work individually, but I’m conscious of making sure that my creations always fit within the boundaries of Takizawa’s branding. So my role is to understand Takizawa’s vision and make it into reality. So when I get a grasp of what direction he wants to take, we create our designs individually, and then we show them to each other and make adjustments in order to finish a collection.

SUB: Motorcycles, military, outdoor, and industrial trade are just some of the themes we continuously see in your designs. Can you describe the Neighborhood aesthetic?

NAU: The common theme that runs through all of our products is that they have to be tough, and they have to have the proper specs so that they can be used as actual tools in our lives. In industrial design the priority is on usability so they eliminate all unnecessary elements, which is an aesthetic that I’m very drawn to. I also ride vintage bikes and cars, so we want to create products that fit our lifestyle.

In terms of the public perception of the brand and our style, not all NEIGHBORHOOD fans live the same lifestyle as us, so as a fashion brand, we need to incorporate elements that are relevant to the times, while also maintaining the DNA of the brand. It’s the designer’s job to maintain that balance, and it’s also what makes my work so rewarding.

To provide an example, our staple items may look the same all the time, but we actually use completely different techniques or make slight adjustments to update those products, without it being noticeable. So we are always conscious of incorporating change.

If you eat the same thing all the time you’ll get bored of that food, so we use techniques to change the flavor slightly of our products, and to ensure that our fans won’t get bored.

“If you eat the same thing all the time you’ll get bored of that food, so we use techniques to change the flavor slightly of our products, and to ensure that our fans won’t get bored.”

SUB: Where does the inspiration for your designs come from? What is your process when creating/designing a product and the importance of quality in your craft?

Nau: I don’t think there is an exact answer on how people get inspiration, but what is happening in your immediate surroundings usually reflects what is happening in the world, so you can usually get inspiration if you observe what is happening around you.

I know that it is really difficult to be original in these times, so if it’s hard to find your own originality, then you need to find you new methods of sampling, or find new combinations of elements and expand the way you express yourself in your creations. I feel that this is the modern definition of originality today.

My definition of quality is that the clothing and designs have to be made well enough so that they can become an integral part of your lifestyle. As a brand we also need to be inclusive, and provide a wide range of choices so that we can be sensitive to the lifestyles of the consumers.

“My definition of quality is that the clothing and designs have to be made well enough so that they can become an integral part of your lifestyle.”

SUB: Neighborhood has been around since 1994 and has continued growing to be the successful company it is today. How do you stay ahead of the curve in the ever-changing world of streetwear and fashion?

Nau: It’s all about “changing without being noticed”.

SUB: The term “collaboration” is thrown so loosely these days, and it seems brands are collaborating just to do it with no back stories or substance. How important are collaborations to you and Neighborhood and what’s your advice when collaborating with others?

Nau: It might be nonsense to even discuss the importance of collaborations these days. And I don’t see any significance in trying to attach a special meaning to collaborations. The only criteria we have when we collaborate with someone is simple: is the collaboration exciting to us or not? If you’re only thinking about business, then it’s easy to do strategic collaborations. Even if there are negative opinions about any projects we do, we’re going to do it if we believe in it. And there’s always a possibility that we’ll discover something new within an approach that might be considered negative.

“Even if there are negative opinions about any projects we do, we’re going to do it if we believe in it. And there’s always a possibility that we’ll discover something new within an approach that might be considered negative.”

SUB: Aside from your passion for design, we see you are heavily into riding motorcycles and the motorbike culture. Can you tell us about how you go into it? Are you involved with any motorcycle clubs?

Nau: I started my own motorcycle club called TOKYO INDIANS MC in 2012 with my friends and we’ve been going strong ever since. The club is made up of members who ride vintage Indian Motorcycles up to the year 1953. These vintage motorcycles were made over 70 years ago so they need maintenance, but we do most of it ourselves. We have to make sure that our bikes are in running condition, so we’ll cruise around Tokyo, or we’ll go on long trips. We always ride at least 1500 kilometers per year. We regularly release merchandise related to our club, and we take time out of our schedules to ride together.

You can follow Nau on Instagram @TACWP, @Tokyo_Indians_MC AND WEBSITE Neighborhood.jp.

“The fact that I’ve been able to maintain my love and curiosity for music, fashion, and art all these years is what keeps me going.”