Based in Tokyo, the fashion brand #FR2 has leveraged social media garnering massive popularity. Featuring bold photos with sarcastic messages and sexual images, their fan base has grown worldwide through Instagram. In addition to embracing all things social media, #FR2 has challenged fashion industry traditions with their original business model becoming a bona fide international brand in a short period of time. We interviewed Ryo Ishikawa, the creator of #FR2, to learn more about this Japanese brand that is quickly becoming world-famous.
The following interview has been lightly edited.
How did #FR2 get started?
I started it when I realized how photos would become the major communication tools worldwide. I came up with the idea of creating my brand using Instagram because I knew that Instagram would be the main communication tool. #FR2 was launched in 2014, and it basically grew with Instagram.
Why did you choose fashion and photos for your brand?
Fashion and photos were what I did and all I knew. That’s why.
#FR2 primarily uses Instagram to connect with people. What are your thoughts about the so-called social media generation (SNS)?
In Japan and the entire world, what consumers want is always shifting as the world keeps evolving. We can access the same contents from almost anywhere in the world using a smartphone. It means the entire world sees the same thing and possibly wants the same thing. That’s where my ideas come from, and I always strategize my business model that fits the fluid society.
You have been expanding your business model globally by collaborating with overseas brands. What are your thoughts on overseas markets?
I might have mentioned it earlier, but I don’t think there is a future for a business if you only focus on the Japanese market. You need to look at the whole world and develop a global business plan to be successful.
How do you choose with whom to collaborate? How did the DropX with StockX come together?
I choose my collaborators based on their fan base. When StockX came to us, I thought it would be a great idea to work with them because they are from a different industry with a business model quite different from ours.
You’re known as a sneaker collector, as well. How do you choose your sneakers to purchase? How do you decide which pair to wear each day?
I like classic models in general. Especially, I like the Jordan series. Every day, I decide which pair to put on based on how I feel.
What is your most memorable pair of sneakers? What sneakers are you most curious about recently?
My most memorable pair was the Air Jordan 1 Chicago that I purchased at a local shop in my hometown for about 7,000 Yen in 1994 when I was 19 years old.
Since the 1990s, Tokyo’s sneaker culture has become a cultural phenomenon. How has Tokyo sneaker culture changed since then, and where do you think it’s going?
Consumers buy sneakers for reselling instead of for wearing nowadays. I think this trend of investing in sneakers will continue to grow moving forward.
