CASIO

[About]

Japan's leading electronic equipment manufacturer . Since its founding in 1946, starting to commercialize the world's first small electronic computers, the probability of “Casio” is a global development one after another. It has become one and only, such as developing G-SHOCK, which has many fans in overseas celebrities as a global brand, and launching digital cameras with LCD monitors at low prices and pushing up the digital camera market.
Electronic devices and leather. We interviewed CEO Masahiko Kusagaya to see what kind of story was in the tags of the brand that seemed to be contradictory.

━ What is the encounter between CASIO and BROOKLYN MUSEUM?

It was the trigger from CASIO.
In 2009, we received a contact from those who are still in charge and said, "I want you to create a case where customers are particular about it."

Every time I look back in this interview, I feel that even if the industry and fields are different, it is really motivated to be able to recognize it from companies that are enthusiastic about manufacturing.

At that time, there were not as many leather goods brands as it is now, and there are few places that handle more color variations. I was interviewed in magazines, etc., and I also had a special page that the founders were enthusiastic about, so it was a moment when I realized that it arrived properly to those who like things.
The founder loved watches, but G-SHOCK was a must-have item. I was happy.

━ Which product is for the case?

At first it started with an electronic dictionary case.
Speaking of electronic dictionaries, it is an item that rapidly expanded the market, led by CASIO, and was developed in large spaces at consumer electronics retailers. I also used it when I was a student, but I think it was a mature period of continuing to evolve and became more functional and compact.

"I want a case where carrying is a status."

From such a request, we have made a product in French Calf, an icon leather of BROOKLYN MUSEUM.
The colors are available in four colors, Orange Navy, Sachs, Blue Dark Brown.
It is a universal color now, but at that time it is still a challenging color, including navy.
There was also a plan to make it a conservative color, but I was impressed by the corporate attitude that believed and ordered the power of the color we had raised.

━ A beautiful colored leather case in an electronic dictionary ... It seems like you want to carry it around. What kind of efforts did you take after that?

At the same time, we made a digital camera case.
The color is available in four colors like the electronic dictionary case. The interior uses a refreshing blue striped fabric, and can be set for a spare of SD cards.
It was a combination that was not deployed in Brooklyn, so some customers purchased it as a accessory case. On the other hand, some who knew Brooklyn in the case of the case.
We had the opportunity to approach new customers.

I see. After a short period of time, a re -collaboration was realized in 2017. What was that?

At that time, it was a fact that there were few priority in the case of putting an electronic dictionary until the cost.
While we are considering "Let's plan again," we met many customers after working with overseas, product development, and relocation of Aoyama head office, and we have accumulated various knowledge. did.
In addition, the flow of the era of "I want to have a special thing" and "I want to use good things for a long time" has been added, and it is more pinpoint, and personal items tend to be preferred.
At that time, the plan for the "S100" dedicated case started.

━ What kind of model is S100?

The S100 is a premium calculator in which CASIO pursues "ultimate functional beauty" and consolidates Japanese technology.
I didn't use a calculator at work, so when I heard the price of 30,000 yen, I was really surprised.
However, even in business negotiations that handle high -end stores and expensive products, the calculators of several hundred to several thousand yen are actually used, and the professionals, tax accountants and sales fields in the field of sales are "in the field of sales. When I asked the desire to create a calculator that would give me pride and the pleasure of using it, I was convinced of the needs of the times. Furthermore, the S100 is particular about Made in Japan, and the fact that all production is performed at the Yamagata Plant has also been conveyed to the strong will of a company. I remember two reply.

━ Have you ever cherished the project?

The product concept is to "wrap it in and get used to it over time."
And the leading role is S100. We pursued the simplicity of improving the class feeling without claiming too much at the business talks.

It has been well received since its release in 2017, and I hope that a wide range of generations will enjoy it, such as making models several times and making limited items in some season.
The pride of "MADE IN JAPAN" that we have been particular about. And since I am a craftsman, I can reflect the feedback from customers in the next manufacturing.
Thankfully, I think that it is possible to trust the additional production of the standard color today, including such a background.

━ I touched the leather used in the case, but it was a very smooth and gentle touch. What kind of leather?

The leather used in the current model is the first LWG (Leather Working Group) to acquire LWG certification for the first time in Japan, which consists of three companies in the UK [brands, tannas, and drug manufacturers). Is a smooth leather developed together with the highest rank rank, "(Yu) Prosperity Leather Industries," which was promoted to the highest ranking rank.

Because it uses the North American raw skin, the fiber is soft, and the more you use it, the more flexible it fits the calculator.
In addition, it features a transparent color. We took strict world standard methods, selected sustainable (sustainable) dyeing methods in consideration of the environment, and adjusted so that chic colors such as black and navy do not become too heavy.

Simple design and no tired color. And good quality leather. I would be happy if you could use it for a long time.

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It is a collaboration that resonates with Casio's thoughts that he wants to keep providing good things and our spirit for manufacturing.

There are three brands in Japan that handle S100 dedicated cases.
It is a global bag maker , with a history of over 400 years, and we are Brooklyn Museum.
It is no more honored to be selected as one of Japan's leading lineup, and it is a feeling that the back is stretched.

Earlier, when I sold indigo dyeing cases in limited quantities, I heard from customers that it was popular.
After all, it is necessary for Japanese brands to communicate Japanese technology and charm to the world as well as Japan. I feel that one step is a baton that inherits important technology to the next generation.

Many craftsmen support the technology of electronic devices like CASIO and the technology of leather like us.
In the future, I hope that we can continue to transmit the charm of handicraft from various angles.