This is the second installment of a series of interviews that delves into the thoughts, reflections, and future prospects of staff members who have contributed to mushco's unique style. This time, we spoke with Izumi, a designer who has been involved with mushco since its launch alongside CEO Hino.
Izumi is in charge of the website design, as well as the design and branding of mushco. What are her particular concerns when designing "mushroom skin (mushroom leather)," a new possibility for mushrooms?
Please read it.
#table of contents
1. Career as a designer and involvement with mushco
2. mushco's design philosophy and brand building
3. Challenges and Learnings at Mushco
4. Future goals and dreams
1. Career as a designer and involvement with mushco
-First of all, please tell us about your involvement with design up to now.
Izumi : During my student days I studied environmental design, architecture, landscape and interior design.
Right after graduating, I started working at an interior design company, where I was mainly involved in office interior design.
--You didn't seem to have any experience in apparel design, so how did you get involved with mushco?
Izumi : I first learned about mushroom skin (called mushroom leather at the time) from our CEO, Hino, who was participating in the Start-Up* program.
As I listened to what he had to say, I realized there was a lot of potential in this unknown material and the familiar creatures known as mushrooms, and I became interested. Hino was consulting me on various matters in preparation for the pitch for the launch program, and he encouraged me to "do it together," so I started out by getting involved in the website design.
*The "Kanshin Next Innovator" program, commonly known as "Kanshin," is an entrepreneurial program sponsored by the Ministry of Economy, Trade and Industry (METI) and JETRO that sends entrepreneurs to Silicon Valley . This program is part of the "Bridge Project between Silicon Valley and Japan," and aims to foster the next generation of innovators.
2. mushco's design philosophy and brand building
- What was the first thing you did when you were involved in designing mushco?
Izumi : At first, I was in charge of designing websites. It was my first time doing web design at the time, so I started by learning how to use the software. Eventually, I became involved in product design, and the scope of my responsibilities has gradually expanded.
--I was really surprised when we first used the mushroom skin pattern for the top view of the website. I thought it was a really great idea to use an illustration of a close-up of the material for the top view. Many people who have visited the site have also told me how nice it is.
Izumi : Oh, I'm glad to hear that!
Actually, it was my first time using Canva or STUDIO at first..lol
Every time I don't understand something, I ask for instructions as I go along, which takes time, but I feel like the site has become more complete. I've also become quite accustomed to using each piece of software.
A top-down photo of mushco when it was first founded. The design featured a close-up of the mushroom skin.
-- Is there anything you keep in mind when designing mushco?
Izumi : mushco's designs aim to be comfortable for everyone, regardless of gender or age. Keeping in mind mushco's vision of "achieving sustainability and well-being together," we strive to create designs that are unique yet acceptable to a wide range of people.
3. Challenges and Learnings at Mushco
——Please tell us about your motivation and what you have learned from being involved with mushco.
Izumi : Right now, I'm involved in the project, hoping that my involvement will help mushco move forward even a little.
I've always admired people who can design and create things. I was involved in the world of design in my previous job, but at mushco I'm interested in being able to design in areas I've never done before, and be involved in creating new things using a new material called mushroom skin. I feel that in the process I've gained knowledge and experience, and have been able to reaffirm my own sensibilities. I find it fascinating to be able to watch closely how mushco grows as a brand, taking on new challenges, and at the same time creating unprecedented values.
-- It's been about six months since mushco started, but is there anything you've started to see or feel?
Izumi : Actually, mushco is the first time I've been involved in creating branding. I've always been aware of the importance of branding at the interior design company I've worked for, but this is the first time I've worked on branding for a brand that goes from 0 to 1 like this.
In the companies I've worked for up until now, of course the company had its own color and branding, and I've always protected that and kept updating it in a cool way, but this time I'll be designing the website from the beginning...lol. To be honest, I'm feeling a bit anxious, worried that the focus is not on the right thing, and I still don't know how to handle it.
--I see. When you go from 0 to 1, your branding isn't solidified yet.
Izumi : I felt that it was really difficult to design a brand that hadn't yet decided on its core. I was still trying to figure out what kind of people I wanted to target, so I had to be flexible.
We'll release it once, see how people around us and the world react, and then it'll be a process of trial and error. We have a philosophy and core for the brand, but how we present it for each occasion is likely to change as well. Looking ahead, I think there are still many areas we need to worry about, including the finer details.
--Even though you've done a lot of different things, is there anything that remains the same core?
Izumi : Right now, rather than aiming for a specific target, such as women, I want to move forward with designs that are loved by a wide range of people. mushco's vision of "achieving sustainability and well-being together" isn't something that's targeted at any particular person. I think we're conscious of making our products genderless so that we can support the individuality of all people, and that they're easy for people of all ages to pick up.
In the future, I'm thinking about how to make the products more unique...lol I'd like to find something that is truly mushco-like, but I don't think I've found it yet.
Maybe it's something that we can create together with a craftsman.
--You'll have to do that as well, right? It's not like you can just go ahead and do everything all at once.
Izumi : I really think so. Because it's a material that hasn't existed before, there aren't many people who are familiar with handling it, and even if you try to make something using it as regular leather, it often doesn't work out well. Even so, I think we're particular about not compromising on quality when we make things.
--You can't release something that you think is half-baked, right? I think you're the one who says that to the production team quite a bit.
Izumi : Well, that's what brands are like. Even though I feel like I'm making difficult demands on the craftsmen, there are still some things I won't compromise on...lol
Because we've put so much effort into making it, we can release it with confidence. We don't want to compromise on that.
4. Future goals and dreams
--Please tell us about your future goals and dreams.
Izumi : Right now, I want to aim to establish a solid brand while still valuing free thinking. I hope to become known and recognized by many people, and I'm looking forward to that.
--So why are you involved with Mushroom Skin? How do you feel now?
Izumi : At first, I thought it looked really interesting. So I got involved...lol. It's a new material, so there are a lot of challenges, but it's also an area that no one has tried before, so I'm excited about the possibility that if we start, we can do anything. Of course, we need money to do anything...lol.
--Are there any aspects you would like to challenge yourself with in the future?
Izumi : Speaking of which, this is something I've been thinking about from the beginning, but I'd like to try creating a space using mushroom skin in the furniture and interior design fields. I think we could create something quite interesting. I also want to get into interior design, and I think interior design suits me in that regard, as I want to create things that can be loved for a long time, just like the furniture that mushco cherishes. I feel that more and more people are paying attention to the style of their rooms these days, so I would like to see mushroom skin become one of the options that people consider. I would be happy if it were discovered by people with a keen sense of aesthetics and those who like new things.
——It would be great if using artistic materials in interior design could contribute to people's well-being.
Izumi : Yes, the first thing that comes to mind is that I would like to make chairs like dining chairs.
I think if it could become a central presence in the home and an indispensable part of family time, it would match mushco's vision.
Another reason is that in college I did an assignment to make a dining chair using wood, so next time I wanted to make something using mushroom skin with mushco.
I believe there is ample potential for the creation of distinctive, impactful works of art, so I look forward to seeing what happens next.
——It would be great if all of your experiences could come together. I'm looking forward to it.
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This concludes our interview with mushco designer Izumi Ando. He spoke about his thoughts on mushroom skin (mushroom leather), design, and his plans for the future.
Mushco is shaped by her keen sense of craftsmanship and attention to detail in design.
How will mushco develop in the future thanks to her?
Please continue to look forward to her continued success and mushco's growth.