Sustainable Fashion and Storytelling: A Creative Career Through Vintage Clothing

To start off, could you introduce yourself?

My name is Joy. Right now, I’m selling vintage clothing online. At the same time, I’m beginning to explore work as a creative director, trying out different things little by little.

You also work a regular job, right?

Yes. On weekdays I work as a company employee. My role isn’t directly related to the creative industry, but I’ve always loved culture and fashion—especially vintage clothing. What started as just a hobby eventually led me to styling with vintage pieces, photographing them, and engaging in activities that “make stories visible.”

So in the sense of “creating stories,” that’s where your challenge as a creative director comes in?

That’s right. I’m still at the very beginning, but I’m slowly shaping it. Around 2022–23, I first started with photography—collaborating with a freelance photographer friend to create pieces together. I also offered small sessions to the public, like “styling with vintage clothes + a photo shoot.” I’ve paused that for now, but I’m still exploring different ways of shooting and presenting. For me, it’s not only about the clothes themselves, but also about “how to tell a story” through photography.

What first sparked this journey for you?

Quite simply, it was my love for vintage clothing. Vintage pieces carry such strong stories. You can’t help but wonder, “Who wore this before?” That sense of narrative fascinated me, and creating stories through photography became really fun. Since each piece is one of a kind, showing it in a given moment creates a “time that will never be the same again.” Wanting to capture and share that sense of rarity and beauty through photos, that’s how it all began.

Could you share a specific example of one of those “stories”? What kind of encounters or exchanges have you had?

In my day job, I often work like a buyer, sourcing things from outside. That naturally extended to vintage too. I’d pick items locally in Europe, hunt for them while traveling, or even discover them on Instagram and negotiate through DMs. I once connected with a small vintage shop that had never shipped to Japan before. They were so happy about it, saying things like, “Japan sounds wonderful,” as they sent the pieces over. For example, I once bought a piece from a woman in her fifties who told me, “I wore this when I was in love back in my twenties.” Hearing a background like that makes me want to reflect it in the concept of a shoot. Of course, I add my own interpretation and creative touch, but I love the idea of someone’s memories flowing into a new story.

What was the turning point that made you decide to actually start selling?

Part of it was wanting to create even a little funding to keep my photography going. But more than that, I wanted to reach beyond myself and find more people who would “choose through stories.” I thought it would be wonderful if the person who bought a piece could carry that story forward in their own life. Of course, there are always challenges with inventory and profitability. There are many days when things don’t go smoothly. But I believe it’s worth continuing, figuring things out through trial and error along the way.

Do you remember the very first item you sold?

Yes, my first buyer was a friend. It was a plaid dress set-up, one of my most memorable pieces, since I had also used it as a main look in a shoot. When I send something out, I always feel like, “I hope it’ll be cherished.” For clothes I’ve used in photoshoots, I sometimes include a small “reading piece” with the package. I think knowing the background and the intention behind it helps the new owner feel even more attached to the piece.

As a vintage seller, when do you feel glad you started this?

The best moment is definitely when someone makes a purchase. It’s such a joy to see a piece leave my hands and become part of someone else’s life. I also love the sourcing process, imagining who might wear a piece and in what kind of scene while I’m choosing it. I’m always looking for clothes that spark a story as I picture those situations.

And on the flip side, what’s been the hardest part?

It’s when my own position feels uncertain. Balancing my identity as a vintage seller with my desire to do creative work, photography and direction, is not easy. I realized I lacked knowledge about strategic selling and the business side of things, so I enrolled in a business school and I’m learning as I go. When I first started, I often worried, “Will this really sell?” and struggled to see how photography could connect to a business. Even now, inventory and profitability are ongoing challenges. But I plan to keep improving step by step. It feels like a long run, moving forward while experimenting along the way.

Let’s shift to something a bit more conceptual. What does “creative” mean to you?

I’d say… It feels like something anyone can be. Everyone has their own way of expressing themselves, and I want people to do that. Even though I work as a company employee and I’m not what you’d call a “fulltime creator,” being able to express my sensibilities and the things I want to shape right now through photography and making works—it makes me truly happy. That’s why having a “place” where you can express those feelings is so important.

What kinds of changes have you noticed before and after starting your activities?

Before, I often wrote stories privately or just imagined concepts in my head. But once I started doing photoshoots around 2022–23, I began gathering models, collaborating with photographers, and creating as a team. It’s completely different from working alone, the reactions and chemistry that emerge are so inspiring. Building a team isn’t easy, but I’ve come to really feel its value.

What kind of values or intentions do you put into selling vintage as a business?

I also care deeply about the environment and the way we consume. I want to share a mindset that goes beyond “buying something just because it’s cute,” to one of cherishing and wearing things for a long time. I feel that taking good care of objects connects to taking good care of people as well. Through vintage, I want to communicate that kind of message.

When did that value of “wearing things for a long time” start for you?

It’s been natural since I was a child. I often wore clothes passed down from my grandmother or mother, and I remember feeling, “Clothes are strong… they really last.” I even inherited dresses my grandmother wore in her thirties, along with accessories from that time. That sense of objects living on across generations has become a foundation for me.

And how do you usually sell? Is your base in Tokyo?

It’s mainly online. Sometimes I’ve done pop-ups at friends’ bars, though I haven’t managed to this year. Both my base and main sales activities are centered in Tokyo.

What are your thoughts about Tokyo?

When it comes to vintage, areas like Shimokitazawa make it easy to connect since so many people gather there. Tokyo is a city full of different kinds of people, and I think it’s a place where interesting encounters happen naturally.

What scale or direction do you imagine for the future?

I want to keep my activities in Tokyo while also trying things outside the city. I’d like to expand my sources and discover even more unique vintage pieces. Recently, I split my Instagram into two accounts, one for the shop and another for the creative studio. The shop focuses on sales, while the studio is where I plan to offer styling, photography, and concept development. I don’t have a physical studio yet, so for now it’s more on a consultation basis. Thinking through concepts together and then providing styling or photography as needed. For example, I’d love to meet small needs like taking portraits for a company’s Slack icon. And of course, I can also propose styling that incorporates vintage clothing.

As a vintage brand and creative studio, what do you think makes your approach unique?

First, I take care to match three things: what truly suits a person, what they genuinely like, and what they can keep wearing over time. I don’t want it to end at just “it’s cute.” I want to propose pieces on the assumption they’ll be worn for the long term, including care methods and how to wash them. It’s not just about the purchase; it’s about staying close to the person, feelings included, over the long run. I’d love to create that kind of experience together.

What are your goals moving forward?

I want to expand my sourcing channels and deepen relationships with the people I buy from, seeing them as “story partners.” Recently, I’ve been studying at a business school in Sweden, learning perspectives that sit between business and creation, like design thinking. During my stay there, I connected with models through Instagram and did my first shoots abroad. On days without a photographer, I handled the camera myself, which really broadened the range of my expression.

When it comes to learning and gaining experience, what do you keep in mind?

My approach is: “Try it first, ask when I stumble, and study if necessary.” Some of my classmates are active creative directors, so I ask about their processes and adapt them to my own. Even outside of school, I think having the courage to reach out and ask for help from others is really important.

How do you make decisions about new challenges? Aren’t you afraid of the risks?

Of course I get scared (laughs). That’s why I move forward with risk management in mind. I’ve designed it so I can keep a balance. Continuing my company job while growing my creative work, a sort of “two-pillar” approach that lets me sustain things without overextending. Some people thrive by quitting their jobs and going all-in, but I feel the dual-track style suits me better.

Do you have any tips for staying motivated?

There are definitely plenty of times when I don’t feel motivated… but one thing I can say is: talk to people. When I put what I want to do into words, I often get advice or support, and that leads to the next exciting step. Speaking it out makes my feelings lighter, and I get the sense that opportunities start to come closer.

That’s great. Lastly, do you have a message for your past self or for those reading this?

To my past self, I’d say: “It’s okay not to choose just one thing.” Back then, I unconsciously believed I had to master a single path, to narrow my focus to one specialty. But the truth is, you don’t have to chase only one thing. You can pursue what you love little by little, even simultaneously. Now I feel that doing so is what actually connects me to my own authenticity. For me, expression isn’t something you just study. It’s something that takes shape gradually by moving your hands, experimenting, and trying. My creative process values not speed on the surface, but carefully deciding things in line with my own axis. I hope others can embrace that too. It’s the same with choosing clothes. Asking whether they can be worn for a long time, whether they’re good for the environment and for your feelings. Taking the time to “choose wisely” ultimately protects your truest self. My brand’s name is The Wise, born from that idea of making wise choices, one after another. Through it, I weave the stories held within clothes. Please visit the site and see those stories. I believe that from there, your own story will continue.