CASIO

[ABOUT]

CASIO is Japan's leading electronic equipment manufacturer. Since our founding in 1946, we have commercialized the world's first compact electronic calculator, and have expanded globally one after another, establishing our position as ``CASIO when it comes to calculators.'' The company has become a unique company by developing G-SHOCK, a global brand that has many fans among overseas celebrities, and by launching digital cameras with LCD monitors at low prices, pushing up the digital camera market.
Electronics and leather. We interviewed CEO Masahiko Kusagaya about the story behind the combination of seemingly contradictory brands.

━ How did CASIO and BROOKLYN MUSEUM meet?

It all started when I heard about it from CASIO.
In 2009, the person who is still in charge contacted me and said, ``I would like you to create a case that conveys our commitment to customers.''

Every time I look back at interviews like this, I feel that it is really motivating to be recognized by companies that are passionate about manufacturing, even if they are in a different industry or field.

At that time, there were not as many leather goods brands as there are now, and there were hardly any that carried a wide variety of colors. We were interviewed by magazines and even had a special feature page in which the founder passionately talked about his commitment, so that was the moment I realized that we were truly reaching out to people who love things.
The founder was a watch lover, and G-SHOCK was a must-have item. I was happy.

━ Which product is the case for?

We started with an electronic dictionary case.
Speaking of electronic dictionaries, the market for them has expanded rapidly, with Casio being the leading company, and electronic dictionaries are an item that is being sold in large spaces at electronics retailers. I used it when I was a student, but I think it was at a mature stage as it continued to evolve and become more highly functional and compact.

“I want a case that gives you status by carrying it around.”

In response to such a request, we created a product using French calf, BROOKLYN MUSEUM's iconic leather.
Available in 4 colors: orange, navy, saxophone blue, and dark brown.
Although it is a universal color now, back then it was still a challenging color, including navy.
Although we had proposed using conservative colors, we were impressed by the company's attitude of believing in the power of the colors we had advocated and ordering them.

━ A beautiful colored leather case for an electronic dictionary...you'll probably want to carry it around. What kind of efforts did you take after that?

At the same time, we also produced a digital camera case.
Available in 4 colors, same as the electronic dictionary case. The interior is made of refreshing blue striped fabric, and can also be used to store spare SD cards.
Since it was a combination that had not been developed in Brooklyn, some customers purchased it as a case for small items. On the other hand, there are also people who got to know Brooklyn through the case.
We had the opportunity to approach a new customer base.

━ I see. After a short period of time, the collaboration was realized again in 2017. How did that happen?

At the time, it was true that few people prioritized the cost of installing an electronic dictionary.
While each of us was thinking, ``Let's start planning again,'' we also met many customers and accumulated a variety of knowledge through overseas initiatives, product development, and the relocation of our Aoyama main store.
Furthermore, with the addition of the current trend of wanting to own things that are particular to oneself and wanting to use good things for a long time, there is a tendency for more pinpoint and personal items to be preferred.
At that time, we started planning a case specifically for the S100.

━ What kind of model is S100?

The S100 is a premium calculator that CASIO pursues "ultimate functional beauty" and integrates Japanese technology.
I don't use a calculator at work, so I was honestly quite surprised when I heard the price was 30,000 yen.
However, when I learned that calculators costing anywhere from a few hundred yen to several thousand yen are actually used in high-end stores and in business negotiations involving expensive items, and that they wanted to create a calculator that would give accountants, tax accountants, and sales professionals who deal with numbers on a daily basis a sense of pride in owning it and the joy of using it, I was convinced that the calculator was in line with the needs of the times. Furthermore, the S100 is committed to being "Made in Japan" and all production is carried out at the Yamagata factory, which clearly conveys the company's strong will. I remember contacting you with two replies.

━ Is there anything important to you as you proceed with the project?

The product concept is to ``envelop it and get used to it over time.''
And the main character is S100. We pursued simplicity that enhances the sense of class without being overly assertive even at business meetings.

It has been well received since its release in 2017, and we have undergone several model changes, and we also produce limited edition items depending on the season, so that it can be enjoyed by a wide range of generations.
We are proud of the fact that we are "Made in Japan". And since I am a craftsman myself, I am able to reflect feedback from customers into the next product.
Thankfully, we are still producing additional standard colors, which I think is due to the trust that people place in us, including our background.

━ I felt the leather used for the case, and it was very smooth and gentle to the touch. What kind of leather is it?

The leather used in the current model is smooth leather developed in conjunction with Kosei Leather Industry Co., Ltd., a leather company that was the first in Japan to receive LWG certification from the LWG (Leather Working Group), an international auditing organization made up of three UK-based brands, tanneries, and drug manufacturers, and has now been promoted to the highest gold rank.

Made from North American raw leather, the fibers are soft and the more you use it, the more supple it will fit into your calculator.
Furthermore, it features a transparent color. We adopted a method that meets strict global standards, selected an environmentally friendly and sustainable dyeing method, and adjusted the colors so that even chic colors such as black and navy would not be too heavy.

Simple design and timeless colors. And good quality leather. I would be happy if you could use it for a long time.

━ Using good things for a long time is sustainable, isn't it?

This is a collaboration that resonates with CASIO's desire to continue providing quality products and our spirit of manufacturing.

There are three brands in Japan that make exclusive cases for the S100.
We are ``PORTER'', a world-famous bag manufacturer, ``Indenya'', which has a history of over 400 years, and we, BROOKLYN MUSEUM.
We couldn't be more honored to have been selected as one of Japan's representative lineups, and it makes us feel proud.

I heard that when we previously sold a limited quantity of indigo-dyed cases, they were well received by customers.
After all, Japanese brands need to convey Japan's technology and charm not only within Japan but also to the world. I feel that this first step will be the baton to pass on important technology to the next generation.

Whether it's electronic equipment technology like CASIO's or leather technology like ours, there are many craftsmen who support them.
In the future, I hope to continue to communicate the appeal of handicrafts from various angles.