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15 Jan 2019

Features NB997 Book NB997New Balance

Hat-Down or Sneakers-Up? Poggy Talks the United Arrows x New Balance 997.5

Header PoggyHeader Poggy

With his wide-brimmed hats and unique take on sartorial streetwear, Motofumi ‘Poggy’ Kogi is renowned as one of the dappest dressers in the game. Ensconced as creative director of the Japanese retail powerhouse United Arrows & Sons, Poggy’s cultural influence is profound. Back in 2008, Beauty&Youth (a division of United Arrows) released a hybrid 997.5 collaboration with New Balance. The mythical nature and latent influence of that moment has conspired to perplex the internet ever since.

You started out working the retail floor. Has that experience stayed with you now you’re the creative director?
It’s the sales staff who actually explain the appeal of the brand and products to customers at the store. I also think it’s imperative to try and understand the feeling of selling something. That experience is still valuable in my work as the creative director now. It’s important to always remember the lessons I learned from talking to customers.

What does your average working week look like? Are you hands-on creatively?
Actually, I spend a lot of time in business meetings talking with brands and creative people about what we can do together. It’s that constant communication that makes it possible to create unique merchandise. Creativity and communication are often regarded as being separate things, but I believe communication equals creativity.

This feature was originally published in Sneaker Freaker's New Balance 997 book. For a look at the 997's history, read about its  or check out our interview with designer, . Delve into the minutiae of the 997 back catalogue with , or hit our interview with  to see how he reimagined the 997.

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