Shiho Nakamura - On Air

When did you realize that you loved sneakers?

My first encounter with Air Max was the Air Max 95. I was so was shocked by its crazy design and amazing cushioning. That’s when I started to grow my passion for sneakers. Sneakers have become a way to express myself, which has made me love sneakers even more.

#2 So if you had to name one shoe that changed you, it would be the Air Max 95? 

When I saw the Air Max 95 for the first time, I was so shocked. The design was so crazy and unlike any sneaker that I had seen before. It is my favorite Air Max and I have a lot of memories about that shoe. It was the shoe that introduced me to sneaker culture. And I’d say that for the first time, the sneaker gave me culture shock. Its sole, technology, cushioning, crazy design—they were all elements that I had never seen before. Then as I looked deeper into them, I found a lot of stories and history. 

#3 In those years Air Max 95 was booming in Tokyo and Japan. Were you affected by the trend? 

At that time, people thought that the Air Max 95 was so cool or felt cool when wearing them. Because of the technology and design, people felt superior just wearing them. Also, it was so hard to buy one, which made people want it more. I was one of those who really wanted them. I bought one, though it was quite expensive for me at that time. 

#4 Do you have any criteria when you add a shoe to your collection? 

I first look at the design. I usually choose crazy designs or patterns. More than anything, if new design elements are added on top of an original style, I’ll get really excited about the shoe. 

#5 How long have you been collecting? When did you start? 

I’ve been collecting for about five or six years. But rather than collecting, I would say I have been always attracted by sneakers. I’m always interested in design, technology, and the latest updates on sneakers. 

#6 Is there any Air Max that you don’t own but really want to add to your collection? 

Even though I already have some, I want another pair of the Air Max 95. When I look at the 95, I remember those days when sneakers started to really impact me for the first time. 

#7 What are the occasions when you wear Air Max? 

To be honest, because of my love for sneakers, I don't want to go places where they can get dirty.  Basically, I just wear sneakers on the street. That’s where I meet people who share the same love of sneakers. I feel really good wearing them in the streets. To put it simply, I feel myself that way. 

#8 It’s not the most common thing in Japan to talk casually with strangers. Do sneakers act as a form of communication for you?

Sneakers are a communication tool for me, which makes it easier to, how can I say, break the ice. I can often start talking with other people about sneakers, regardless of their gender. I have often met new people at public places just by talking about sneakers. It’s not only with Japanese people, but also with foreigners visiting Japan. 

When I decide what to wear, I start with shoes. While I have different memories attached to each of my sneakers, those memories may affect my decision for the day, and eventually the style of that day. I would say that sneakers express me. So if I’m planning to meet someone, I may want to wear the same shoe associated with a special memory with that person.

#10 You said you have different memories attached to your sneakers. Does that mean when you decide what to wear in the morning, you go through all those memories? 

Right. I keep my sneakers in their boxes. And I feel each box is like a photo, and when I browse through all of those boxes, I feel like I’m browsing through my own photo album. 

#11 How do you define Japanese sneaker culture from your perspective? 

From a feminine perspective, since I am a girl or a woman who loves sneakers, I feel that now, girls are finally starting to enjoy wearing sneakers. But in the past, that was not always the case. Sneakers have become a part of our lifestyle and a tool that we use to express ourselves. 

Overseas, people might start to wear sneakers for the first time because of sports. Like in the U.S., sports are popular, and they’re a big part of everyone’s life. And sports may be the primary reason that they get to know about sneakers for the first time. Of course, that may be the case too for some Japanese people. But for girls, it may be the current sneaker boom that is making sneakers closer to them, as they are becoming a part of fashion or lifestyle. That’s how I feel in Tokyo. 

#12 What do you think is causing this change? 

Maybe because sports, such as yoga, have become a part of our lifestyle. People are having more fun playing sports or living a more active lifestyle. In addition, women today are less hesitant about wearing sneakers. They even find it fun, since they can wear sneakers and stay fashionable. They don't have to play sports, but can still wear sneakers as a part of their lifestyle. 

Well, not that many in Japan, but definitely increasing these days. They are starting to express themselves through sneakers and really enjoy wearing them. I often get asked, ‘What is that shoe?’, or, “How can I find good sneakers?’ from other girls when they see me in them. An increasing number of girls are interested in sneakers in Japan.

#14 Have you noticed any specific trend with sneakers and women in Japan?

I would say running shoes are on trend. After all, they are light, comfortable and quite often cute in terms of design. What’s unique about Japan is that among running shoes, vintage styles, or low-tech ones are very popular. Having said that, new, high-tech sneakers are also a hit. It’s like old and new are trendy at the same time

#15 Why do you think retro running styles are popular among women? 

I guess that is the style that Japanese people have long been fond of. That’s part of our style culture. The reason why hybrids, such as the ones combining traditional style and the latest technologies, are popular is because we love those traditional or original designs. But at the same time, we are also interested in innovations.

#16 What makes Tokyo such a unique city?

Japan has a unique culture, which is pretty different from other countries. 

While maintaining such a culture, the Japanese people are keen to know about overseas trends. We are quick to catch overseas fashion trends, which we mix with our own culture to make our own unique style. I am just a sneaker woman, but what I find interesting about our way of styling is that we mix different elements, without neglecting the value of our own culture. That’s our fashion.

#17 In Tokyo fashion or Tokyo style, what is the role that sneakers play? 

For now, sneakers are an indispensable part of our fashion. You must have at least a pair. I basically love sneakers. But even if you are not like me, anyone would like to have a pair, because sneakers have become a part of our lifestyle.

#18 You said sneakers are part of your life. Can you describe a typical day in your life?

I usually go to Harajuku or familiar places, wearing my favorite pair of sneakers and feeling proud about it. I like to wear what I love when going out, as a way to express myself. And I like to look around for something interesting or something new. 

#19 What would your life be without sneakers? 

It’s life without myself. Because sneakers are an integral part of my lifestyle, or my life. Sneakers are more than just shoes. They are a part of me. 

#20 Can you describe how you feel when you put on your favorite pair of sneakers? 

When I wear my favorite one, I am filled with a sense of pride and satisfaction. I feel like as if I’m dreaming. They make my day happy. 

#21 Can you explain the photos you’ve taken of your sneaker closet? 

First, these two are of my closet, showing some of my sneaker collection. They include running shoes. But I have more in boxes. They are just a part of the collection. You can see Air Max, and the bottom shows my favorite Jordans and Nike SB. 

#22 Can you explain the photos of your favorite Air Max?

This is the Air Max 1 Moire that has just been launched recently. It is very light, and quite comfortable compared to the original one. It nicely leverages the latest technologies. In addition, this one is easy to adapt to my style, and to add a finishing touch in a fashionable way. Simple but stylish. 

This is the Air Max 2015. This outsole cushioning is totally transparent. They are light, comfortable and attractive because of their technical features.

This is an Air Max 90. I have some memories attached to this colorway, so I feel very attached to it. I guess this may be my favorite Air Max 90. Since I started to like Air Max, I have been very attracted to this color and the technologies associated with the Air Max 90. The Hyperfuse construction, the cushioning, everything is just perfect. And all those elements are combined in one shoe. I may be a little too geeky, but I love this very much. 

Finally, the Air Max 95. As I’ve said, I have a lot of memories attached to this shoe. And I love the cushioning and design. This is so unique, and there has been nothing else like it to date. I find this so exciting because the design elements and performance elements are complementing each other to make one perfect shoe.