Our INTERVIEW series ask a variety of professionals for tips on how to enrich our daily lives and naturally participate in sustainable initiatives. In this volume, we talked with Naoko Ishii, a Fashion & Interior Stylist, and a Creative Director of THINKSTHINKS, Inc., whose mission is to “design conscious things that are good for people, good for the environment, and good for society”. We asked her about how to incorporate ethical living in the daily life.

-How Naoko has become ethical conscious-

Naoko     Naoko has naturally led an ethical lifestyle since childhood. Her mother’s parenting during childhood has led her to where she is today. Looking back, she says that in her casual daily life, kindness to others and awareness of ethical issues have taken root, and she and her children naturally have spent ethical days together. Naoko works as a stylist, and we have asked her on how to incorporate “ethical” into her daily activities and life without difficulty.

Naoko     One day when I was studying fashion in London, a group of mischievous young people were sitting at the back of a bus and making a lot of noises. However, at one stop an old lady came to get on the bus, and the kids naturally gave up their seats to her. Seeing this scene has changed my awareness that ethical is not just limited for smart and clever people, it’s something for all. I have realized that people can easily connect kindness and consideration to action.

-The major turning point: Great East Japan Earthquake of March 11, 2011.-

Naoko     Several things have come together, including the closing of the store I had been running in 2016 and the rebranding of my work to my current brand, which allowed me to operate with the values I truly care at that time. Types of work from clients have changes accordingly. It was also around this time that I was able to naturally express my past experiences and various thoughts and feelings, which I had not expressed on daily basis before.

-Key to choosing a product-

Naoko     I believe that when choosing and buying something, it is important to ask if it is for someone else’s benefit. Of course, in the course of my work, I also look at the design, but I always check the efforts and production background of each company. Another thing is to use good things for a long time. For example, instead of throwing away clothes that are no longer worn as the children grow up, they can be put to good use as rags or dust cloths. As for furniture, I intend to choose antique products. When a vessel is broken, I fix it with a special “kintsugi” technique (lacquering) that does not require lacquer. When there is leftover fabric from making a curtain, I sew them into turbans with a sewing machine. I enjoy taking steps to use up every last piece of everything.

-How did you know about eterble?-

Naoko     I learned about eterble, when Hiroko Hayama, the creative director of eterble, told me that she has started a new activity, and that she would like me to listen to her story. It was honestly an eye opener for me when I first heard from Hiroko. This is because I myself have always been aware of the problem with mass production and mass disposal in the textile and fashion industry, and that we need to take actions. I believe that a company, who is the largest in wedding and party rental business, working on environmentally friendly manufacturing will somehow have a positive impact on society and help solve social issues. Thus, I was very happy when I heard from Hiroko.

-Having the look at eterble’s tablecloths-

Naoko     eterble’s tablecloths have a good “look and feel”, and from a stylist’s point of view I feel that they will go well with any décor of the home. In addition, the concept of selecting materials that are environmentally and socially friendly is also excellent. I am especially impressed by the tablecloths made from discarded tablecloths used at weddings and parties. Weddings are inevitably once-in-a-lifetime events, so there is a lot of mass disposal and waste in the industry.

eterble’s tablecloths are made from tablecloths that can no longer be used at those wedding venues, and instead of discarding them, they are used as raw material for the next eterble’s tablecloth. I feel that it is a good message to customers who will purchase the products, communicating the environmental issues that society is facing. As for the actual production process, eterble’s recycling process has changed the value of the classic manufacturing process, and will surely lead to innovations and contribute to solve climate change as well. Recent acceleration of climate change has been quite critical in my mind, so I am pleased to see companies and brands working on such issues.

-points on incorporating tablecloths in daily life-

Naoko     “Hospitality” is my core value when I invite guests in my home. For example, I try to entertain the guests visually with laying out tablecloths, runners and luncheon mats incorporating the season or the theme of the occasion and adding in matching tableware and cutlery. I believe this little effort is the importance and essence to enjoying life. I also enjoy teaching my children on how to use tablecloths in their daily lives and how to feel a sense of the seasons through table coordination.

-how to care the tablecloths-

Naoko     I wash them with washing machine and drying them at home for the daily care. If a repair is needed, I normally do it by myself by sew it over by hands or with a sewing machine. I like to remake things, and I take a good care of the things so I can use them for a long time.

When eterble was announced, I was told that they would simultaneously offer a “cleaning service” specialized for tablecloths and an aftercare service for “repairing”  the tablecloths, so that they can be used for a long time. I thought it a perfect service for the people who do not have enough space to take a good care of the tablecloths, or who are unable to make time for the maintenance because their kids still need an eye.

I was happy to hear about this service, as this went exactly the same as my “ethical” discipline. I hope that people will be choosing eterble’s products, not only by the good appearance of the products, but also for the efforts the brand is making. I would like many people to know about eteble’s ethical initiatives.

Profile
Naoko Ishii
Fashion & Interior Stylist
Since becoming an independent stylist in 1994, she has worked for numerous magazines and advertisements. From 2016, she launched “THINKS”, a brand that contributes to society in a design-conscious way, focuses on discovering ethical and good products.

THINKS　https://www.thinksthinks.com/
EC　　　https://thinksthinks.shop-pro.jp/
Instagram　https://www.instagram.com/thinks_2016/