We study the past,
Think about the present, and
Create the future.
The result of life and genetics has reached its optimum form through a repetition of birth, evolution, and natural selection--acquiring along the way a countless number of beloved, yet futile characteristics. The multitudes of products that have been produced throughout history have also evolved through a similar cycle of being loved, fading away, and changing forms.
Today, a certain desire has begun to stir within us. It is a desire for products that can be considered as the epitome of an object.
For example, it can be stated that the epitome of “the jeans” is the Levi’s 501. However, this concept of “the …” has not yet been established with most other types of products.
To set new standards for products and create “THE” product
To raise the yardstick for things considered as “THE” standard
To create a product that is genuinely worthy of calling it “THE”
These are the factors we emphasize in our creative process.