Breathing the Air of the Times The Craftsmanship of B JIRUSHI YOSHIDA

B JIRUSHI YOSHIDA is a label created though the longstanding relationship between select shop Beams and Yoshida Kaban’s Porter brand. With its latest covers, B JIRUSHI YOSHIDA marks nine consecutive years in the Hobonichi Techo lineup since making their debut with a Weeks cover. We sat down with director Daisuke Nashiyama to discuss the label’s playful lineup.

Part 2 of 2A Job with Room for Personal Taste.

The Passport Cover Weeks covers are a staple. They make their return to the Hobonichi Techo 2020 lineup with a choice of three colors. We’ve had these in our lineup since 2012. When did the idea for these first come about?
Nashimoto
The starting point for a collaboration between Yoshida Kaban and Hobonichi was the opportunity for the cover to be carried at B JIRUSHI YOSHIDA shops. The Weeks was first added to the Hobonichi Techo lineup in 2011, and there were no additional covers for them at the time.

We offered to design a cover that could store the Weeks book, because even though the book works so well on its own, we’d heard from users that they want something that can keep their book protected. We also thought how nice it would be to be able to store a pen and other items alongside it.
And now it’s a perennial part of our lineup. Just as the name suggests, the Passport cover feels like the perfect size for taking on a trip.
Nashimoto
Techos and traveling have always felt really closely linked to me. Having memories written out in a book just feels more tangible than photos stored on your phone. And the size of the cover is just like the travel wallets we already use, so it all worked out.
The leather processing and colors change every year for the Passport Cover series, and it’s become a completely new product. What can you tell us about the leather used in the 2020 edition cover?
Nashimoto
I enjoy experiencing the transformation of leather over time, and I would love if people used these covers long term. This year we used a really high-quality leather called “Tochigi Leather,” and users should look forward to seeing the appearance of the leather change as they use it. It’s pretty easy to imagine how the Camel and the Black colorways change, but the Natural leather cover can really take you by surprise. If you keep the cover clean, it will turn the most gorgeous shade of amber.
We had a user bring an old natural-colored leather Hobonichi Techo cover they’ve been using for years, and we were able to see the beautiful amber coloring. It’s easy to feel jealous of someone’s cover when you see how well it has matured over time.
Nashimoto
Yeah, it can be surprising how much it changes. The thickness of this year’s cover is also something new. I like thick leather, but if it’s too thick, it can be hard to use, so we asked for Yoshida Kaban’s help and they created a leather cover with a perfectly balanced thickness.
It does seem quite thick at first, but it softens over time as you use it, right?
Nashimoto
When we tested out the sample, it took about a week for it to soften, and by then it was quite easy to use. I was a little worried at first that it was too stiff to close properly, but once you use the cover, it works out great.
Making a B JIRUSHI YOSHIDA techo cover probably requires a different approach compared to making a bag.
Nashimoto
The fundamentals are the same, but bags have a much more obscure purpose. People might want to use their new bag for business, recreational, traveling, anything. It can even change from day to day. Keeping a techo on-hand all the time makes it a little more like a wallet than a bag. The same is true for wallets, but touching leather in your hands is a big part of the experience, and the Passport Cover is something that will change and become your own. Touching the techo cover every day really adds your own unique character to the leather.
How about maintaining and caring for the cover?
Nashimoto
If you use your cover on a daily basis, there’s not much to worry about, because the oils in your hands will naturally provide the care the leather needs. But because cow leather is all natural, it dries up in the winter the same way our own skin does. If you’re worried about it, I recommend the Delicate Cream product that can be used on any leather goods.
It’s such a special characteristic of leather to feel the cover becoming yours alone the more you use it.
Nashimoto
The Passport Cover is designed to be used for a long time. It’s also fun to swap out covers based on your mood in the same way you change up your outfits.
The B JIRUSHI YOSHIDA covers are always a big hit in the Hobonichi office.
Nashimoto
We have a lot of fun working with Hobonichi. We work hard to come up with ways to differentiate our covers from other techo covers. I’d love to keep working trying interesting things together to make the Hobonichi Techo itself more interesting.
Just looking at the covers lined up on store shelves, the edgy ideas unique to B JIRUSHI YOSHIDA really shine through. You can also really see the high quality behind Yoshida Kaban’s work.
Nashimoto
I’m glad you feel that way. The spirit of craftsmanship behind B JIRUSHI YOSHIDA is propelled by our ability to be ourselves. We even make stuff like this... it’s a bag for carrying firewood. (“3/C”FIREWOOD TOTE)
Oh, the bag opens on the sides!
Nashimoto
The customers are really entertained by it, and it makes a good tote bag, so it’s surprisingly handy. We don’t think “if it’ll sell, that’s good enough.” We plan out products that we truly want ourselves. And I’m really thankful for the freedom the company provides in allowing us to create products, even if they’re a little strange.
Your projects with the Hobonichi Techo covers also make a lot of people happy.
Nashimoto
If we’d made these covers on our own, I don’t think they would have resonated so much with users. It’s thanks to our opportunity to work with you and Yoshida Kaban that things have turned out well.
These covers have resonated with users really well, and I think that’s why we’ve been able to offer the series for so long. We’re looking forward to the response to the Go Out and Passport Cover series.
Nashimoto
Yes, I can’t wait. Thanks for everything.

(The End)*Product details for the Go Out Sacoche
will be announced on August 28th.