Talking with her
Talking w/ Mr.Saturday founder Ulala Vol.1
About "Messages she wishes to deliver to every woman" By Forget-me-nots Director Kyoko NAKAJIMA
What she, a positive and active person, wants to convey to everyone
Ulala is precisely the "Independent woman" that "Forget-me-nots" aims for, as she transforms any situation into a positive atmosphere and takes action without averting her eyes from problems. Her attitude of forging her own path makes her a "Creative girl." What are Ulala's secrets to maintaining this attitude and her way of perceiving things?
Kyoko: So, let's get right into it!
Ulala, you're involved in so many activities, like being the designer for the apparel brand SEE YOU YESTERDAY, hosting discussions on social media, and organizing events. You were even quick to discuss things on Clubhouse! You've also hosted events at Breakfast Club (a restaurant in Ikejiri-Ohashi, Tokyo. https://breakfastclubtokyo.com/).
Ulala: "Ulala's Lounge"! Yeah, I can't do it anymore because of corona. I hope to resume once the self-restraint period is over and it's safe to hold events again. Even if I did it now, I think it would be hard for people to come, and I can't really ask them to come, so I'd like to resume in April or May. I record and release the discussions from the events as podcasts, but I can't do that without the events...
Kyoko: Ulala, you're involved in so many activities, so what kind of thoughts and motivations led you to create your brand, Mr. Saturday?
Ulala: I originally made jewelry from scratch to earn pocket money when I was a student living in LA, America. I'd just buy chains and connect everything myself. I sold them by hand, and sometimes online, to make a living as a student because I couldn't get a part-time job in America.
It was an extension of that; I stayed in America for a long time even after graduating from university, and there was demand, so I kept at it.
Then I moved to New York, and at first, I didn't have any friends, so I just walked around the city by myself. That's how I became friends with a jewelry store owner, and after visiting every day, he let me buy at wholesale prices. From there, I started buying and selling all sorts of different items. That was the first time I started doing jewelry as a "buyer." That contributed a lot to my sales, and with the money I saved, I started "SEE YOU YESTERDAY" (Ulala's apparel brand. https://shop.seeyouyesterday2017.com/).
Kyoko: So that's how it started!
Ulala: Exactly. I originally wanted to start an apparel brand, but I didn't have the money. I wondered what to do, and then the jewelry business went well, and I was able to start the brand.
But even after that, there were so many customers who said they wanted my jewelry, so I decided to keep it going! And then, just buying and selling wasn't satisfying anymore, and I started wanting to create original pieces. So I decided to do it properly as a brand.
Even then, I felt like just buying and selling was like moving things from one hand to another. Normally, that's fine, but I wanted to do something interesting.
SEE YOU YESTERDAY has the concept of "respect for the creators," but I always had this desire to contribute to society in an interesting way, and I decided to cherish that as a concept.
I created a system where we could donate to animal welfare organizations, refugee support in the Middle East, fair trade support organizations in the Philippines, and areas affected by natural disasters.
Most people don't know what's happening around the world, so I wanted them to choose for themselves and confront the fact that these problems exist.
Even if it started with jewelry, I hope people will become interested in animal welfare activities, even if they're not directly related. I hope they'll realize, "Oh, this jewelry is cute!" or "Wow, there are so many refugee problems in the Middle East." I wanted to make it a brand that sparks such awareness.
So, I created a system where customers can choose where 5% of the sales will be donated, and that's how I started.
Kyoko: That's wonderful...! You told me about it before you started the brand. You said you wanted to do something like this if you were going to have a jewelry brand.
At that time, you were still exploring how you could do it.
Few people investigate and donate on their own, but since it's easy for many people to get involved through fashion, it's a really great system.
Ulala: Exactly! If you just shout "Social issues!" head-on, a lot of people in the world will reject it.
They'll be called "highly conscious" and avoided. To convey that it's not like that, I wanted to create a popular trigger for something.
Since they can choose, of course, some people choose not to donate. But I think that's okay for now. I don't intend to force them to choose, and I only want those who are willing to do so. However, about 70% of people do donate.
Kyoko: But it's amazing that you can make the decision to cut 5% of your sales for donations.
Ulala: Being alone might be a big part of why I can do it.
It's always better to have more profit, and 5% is quite a lot, but if I compromise on this part, it's over.
Kyoko: Nowadays, many companies and brands promote donations and sustainability as part of their marketing and branding, but your brand was created with the purpose of contributing to society, not just for those reasons.
Ulala: Yes, when I decided whether or not to continue the brand, I created it with social contribution as a prerequisite, so if I don't do that, there's no point in doing it. As for the approach, when I thought about how to do it effectively, going through fashion and jewelry seemed interesting. It's easy to wear, and I hope that when people see it, it reminds them of social issues and the fact that they've donated.
Kyoko: It's not a testament to having done a good deed, but if you wear it while contributing, you'd probably feel proud of yourself.
Ulala: It can also be a story as a gift. I thought it would be a very nice gift if someone handed it over saying, "Because you love animals, I donated to an animal welfare organization when I bought this jewelry."
Kyoko: What kind of lineup do you plan to bring to the pop-up this time?
Ulala: Basically, it's unisex, so it's easy for both boys and girls to wear. Gold necklaces, in particular, can be worn by both men and women. It's not specifically "for women!" but for everyone to use. It's good as a gift, and just right as a small reward for oneself. Since it's spring, I think it's good for people who want to work hard in the new school year or for a new life. There are a lot of casual and cool items. I think they'll all match the clothes here! Basically, it's not super unique jewelry, but simple, casual, and stylish. The way you wear it makes a big difference, so please consult me about various things.
Kyoko: Many people seem to want to know Ulala's recommended combinations.
Ulala: Yes, combinations seem surprisingly difficult! I just put on a lot randomly, but if you consult me about how to make it look good, I'd like to choose together.
Charms, earrings, piercings, necklaces, bracelets, rings... we have a full selection!
I'll also bring samples for custom orders, even though they're not available online, so you'll be able to see them here for the first time.
Kyoko: With the state of emergency ending soon, I think many people want to start 2021 with a fresh mindset. Are there any things you want to do with Mr. Saturday in the future, or any challenges you want to take on yourself, Ulala?
Ulala: None! (laughs)
In 2020, I had a clear plan of how I wanted to proceed. But it didn't work out at all, and it was a bit stressful. When I stopped planning, I felt incredibly relieved from stress. Even without making plans, I always have things I need to do, so to adapt to the times, it's better to be flexible and not plan too much. If you make meticulous plans like "I'll do this by this time, and sales will be this much..." when unexpected developments like this happen and things don't go as planned, it becomes stressful. Disasters can happen at any time, too. In such circumstances, planning is reckless, or rather, now is not the time to plan. Sometimes things don't go well, so I think about my goals at that particular moment. I want to be able to respond flexibly.
Kyoko: Being "flexible" is something you can't do without a strong core, so I feel like many people find it easier to make plans.
Ulala: Generally, when people get caught up in plans like "I'll get married by this age!", things usually don't go as planned. I don't know about others, but for me, if I think about things I can't control on my own, it's better not to have plans.
Kyoko: What did you think when you first heard about "Forget-me-nots"?
Ulala: When I heard about it, I thought, "It must be absolutely adorable!" And when it was finished and I saw it, it was just as I expected, and I thought, "This store is dangerous!" (laughs) It's filled with so many things I love. There aren't many stores like it in Japan. When you get to your late twenties, you no longer have the same feeling as in your early twenties where cheap and cute was enough; you start wanting good quality things if you're going to buy something. I don't usually shop much, but they have not only clothes but also lifestyle items, so it's really dangerous!
I originally like styles that match sneakers, so it's a truly fun store to be in.
Kyoko: And there are so many items that match "Mr. Saturday" too!
It's a different perspective than what's commonly called sustainability, but wearing clothes that last a long time can also be considered one aspect of it, right?
Ulala: Absolutely! I truly believe that's also sustainability. I want to buy good clothes and items that I can wear for a long time and then pass down to my children.
Kyoko: For this POP UP STORE, what kind of people do you hope will pick up your items?
Ulala: I want women to come and buy them as a reward for themselves.
I feel that not many Japanese people have high self-esteem. No matter how poor or what their circumstances, people with high self-esteem seem happy. I think such people are actually happier than those who have a lot of money and are busy. Raising self-esteem by oneself is difficult, but I want people to do things like giving themselves a present, forgiving their own mistakes, even if it bothers others, as a separate matter from loving themselves.
If there are people who are feeling down about themselves, or who think they're completely useless, or who want to work hard from now on, then please, I really want you to come! Just by dressing up a little or changing what you wear, your feelings can change. I want to be the kind of person who makes others think, "I want to buy something from this person!"
Kyoko: You're already that kind of person! (laughs)
There are already people waiting for this POP UP STORE, so it's exciting!
Ulala's Visit Dates
2021.3.26 fri 18:00 – 21:00
2021.3.27 sat 13:00 – 19:00
2021.3.28 sun 13:00 – 19:00
2021.4.3 sun 13:00 – 19:00
*Visit dates may change. In that case, we will announce it on Forget-me-nots' official Instagram.
@forgetmenots_official
Mr. Saturday / SEE YOU YESTERDAY - DESIGNER / DIRECTOR / FOUNDER
Ulala
Born and raised in Tokyo, Ulala studied abroad in Sweden during high school. Afterward, she traveled the world, drawing inspiration from street and beach cultures in various locations. In 2014, she moved to Los Angeles, a hub for both these cultures, where she enrolled at Santa Monica College, majoring in Fashion Merchandising, and graduated in 2016. She also worked as a model for a wide range of brands, from natural images to beach and street styles, and began blogging her unique thoughts. After starting to take photos with a film camera around the world, she also became active as a film photographer. In 2017, she relocated to NY and launched her own new brand, “SEE YOU YESTERDAY,” with the concept of “respect for the creators,” officially commencing her work as a designer. In 2020, she launched “Mr. Saturday,” a unisex jewelry brand that raises social issues to consumers. Utilizing her multifaceted talents, Ulala poses various questions to the world and is an icon of the millennial generation, attracting attention in diverse fields.
Mr. Saturday
SEE YOU YESTERDAY
@Ulalagirl
Forget-me-nots - DIRECTOR
Kyoko Nakajima
After studying abroad in France, working in sales, buying, and PR for department stores, she also serves as brand director for several accounts, including fmn. She is involved in domestic and international brand businesses. She is diligently working every day to connect Art, Culture, Fashion, and the People involved.
@quioco
