Yuichi Yoshii used to run ice cream and bento shop Pariya in early days, and when his mother (who was a knitwear designer) passed away, he changed path to become a fashion buyer. In 1998, Yoshii was running Pariya as well became the buyer of boutique Celux. He later joint Sanyo Shokai Ltd. and set up Loveless in Aoyama area; he was also the Brand Manager for Goyard at the same time. In 2006, Yoshii set up The Contemporary Fix in Minato-Ku neighbourhood. A hands-on director, he is in charge of all details such as staffs’ appearance, in-store music, floral and book display. With discovering original Japanese fashion as the concept, the boutique stocks mastermind JAPAN (carrying on from Loveless era) as well as Phenomenon, SASQUATCHfabrix, Facetasm, Discovered amongst others. Since the renovation last July, the store was turned into a hybrid of Pariya and The Contemporary Fix-a concept store offering fashion and food. The company will set up its very first oversea location in Hong Kong late September; stocking collaboration items, such as army jacket, shirt, denim and cap with various labels (as mentioned above), as well as showcasing other new generation collections.

Text: iemi | Translation: dilettante
Photo: Siu Keung

THE CONTEMPORARY FIX
Shop 13-15, Basement, Woodhouse,
36 Nathan Road, Tsim Sha Tsui, Kowloon, Hong Kong
+852 2366 8030

thecontemporaryfix.com