Satoshi Hashimoto illustrates UNIQLO Lifewear ‘Pufftech’
Uniqlo’s LifeWear magazine has become the place where the brand experiments with how it tells its story. It’s closer to a design magazine than a typical catalogue that happens to feature its clothes. Alongside essays and photography, Uniqlo invites illustrators to give shape to the technical side of its products.
For one feature on PUFFTECH, the job went to Satoshi Hashimoto.
Uniqlo uses the magazine to link clothing with culture. It publishes two issues each year, distributed free in stores worldwide, with content in both Japanese and English. The magazine mixes pieces on architecture, interviews, and product features. Satoshi’s contribution fits that mix. His illustrations read almost like a comic strip, carrying a sense of humor and accessibility that photography alone would not.
In this way Uniqlo shows its design philosophy. Technical innovation is made approachable, less about engineering and more about how people live. Through Satoshi’s characters, PUFFTECH stops being a fiber diagram and becomes something you can see yourself wearing on a cold day.
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