（Part 1)

Iyama

(Looking at the three covers)
They're finally done.

Hobonichi

Even though they aren't out for sale yet, we've received so much positive feedback.

Iyama

I'm happy to hear that, thank you.

Hobonichi

It's us who have to thank you. Today, we're hoping to hear your thought processes in making these products.

Iyama

What first came to mind was that it had to be a product that's obviously made in collaboration with washi tapes.

Hobonichi

For people to know its a collaboration.

Iyama

Yes. Having said that, we weren't exactly sure of the methods we were going to use to finalize the products, so I myself was curious to know how it was going to turn up. I knew which materials we’d use, but I did not expect the final products to look like this.

Hobonichi

We sewed woven strips of "tape" on a woven fabric, creating texture.

Iyama

When I was introduced to this method halfway through the project, I thought it was fascinating and decided to go forward with it. It ended up having such a presence! I had fun as a creator, being able to try out new styles.

Hobonichi

We're also happy that it ended up reflecting its collaborative nature.
Although we must say, it was hard because of the restrictions in the woven material, wasn't it?

Iyama

I agree.

Hobonichi

We were restricted in color choice, and also in the designs we could choose. Halfway through, we actually asked you to adjust the way in which the tapes are sewed on, as well as changing the design of the woven "tapes" themselves. You've responded to so many of our requests to make adjustments, no matter how small they were, and it's definitely thanks to you that this series was made possible.

Iyama

There were a lot of changes made from the initial design, but it was an exciting process.
It really reminded me of when we used to submit camera-ready masters, before designing with a computer was a thing.

Hobonichi

So the design process was similar to when you used analog methods?

Iyama

That's right. In the past, we didn’t have a monitor to check on how the design was approximately going to end up, so we'd work on a design with only a vague idea of the finished product in mind.
Because of this, there were so many times when the final product turned out completely different to what I initially thought it was going to be. I was reminded of this sensation while working on the techo covers this time.
There's both the feeling of “this didn't go well” and ''this isn't what I thought it would be, but in a good way!” I like the feeling of being betrayed by how a product ends up completely different to my initial plans, and that's the joy of creating a product that can't be planned. I was able to relive this feeling this time.

Hobonichi

It was an enjoyable process even though it required hard work. The harder you work on something, the greater the joy you feel when it goes well, too.

Iyama

The process of creating with a woven material was interesting. The overall appearance changes depending on how it’s woven, even if the colors are the same.
For example, with the color white, it could end up looking bright white, or it could end up being sort of silver, depending on how it’s woven. It was hard to make a decision on which fabric to pick while looking at a multitude of samples, but it was a refreshing experience.

Hobonichi

You've created three cover designs. They all aren't actual washi tape, but why do you think it is that we're instantly able to acknowledge that it’s a design that incorporates washi tape?

Iyama

First of all, I think it's because it reflects the image of washi tape that people have in mind. Though there are differences in length, people normally imagine washi tape as a collection of colored and patterned paper with similar widths and lengths.

Hobonichi

I see.

Iyama

Additionally, out of all the designs I proposed, I think you've chosen those that reflect a familiar way of using washi tape.
With washi tape, you can cut the tape in various lengths and line them up vertically, or cover the page from side to side. You can also cut it short and stick them on like collages.
I think all the designs equally reflect the basic ways of using washi tape.

Hobonichi

I've never realized before, but that's so true.
By the way, have you ever created washi tape at mt using woven materials?

Iyama

Although we've worked on a multitude of washi tape, this was a first.
You could say that the t-shirt we made for an event at mt is close, but no, it's completely different from that too.

Hobonichi

mt has a variety of designs for various items, but is there a rule that you have to keep all the items consistent and true to the brand image of mt?

Iyama

I personally have a rule I set myself. It's hard to explain this in words, but it's to not make it too cute. I believe there are so many too cute things in this world, but I try not to delve into that side of things. I do think that it has to be cute up to a certain level, though.

Hobonichi

I see... It may be because of this rule you have that mt is loved by so many.

Iyama

Having said that, it's so hard to define what 'cute' is.
I was previously interviewed on the theme of cuteness and spent an awful lot of time thinking about it, but even then I couldn't come to a definite conclusion on what 'cute' really is.
I think at the end, you could say it's down to how the recipient feels about it, so I can't decide on a definition. Cute is really just in the eye of the beholder.

Hobonichi

You must be the backbone to the brand image of mt, then, because you're able to control the amount of cuteness that is put into a product.

Iyama

I guess you can say that. If someone else is in charge, they will have their own standards of cute.
While I do create the brand image of mt, I also think that I have to be flexible with my decisions all the time. After all, cuteness will be framed differently over time.

Hobonichi

Do you have a specific image of who would use it and how when you create products for mt?

Iyama

I can't deny it 100%, but, to be honest, I don't think about it much.
For example, if I were to create only one type of cover for the Hobonichi Techo, I'd imagine that it doesn't need to be a usable color for men.

Hobonichi

So you'd vaguely think about it, but not go into the specifics.

Iyama

Exactly, I don't narrow my target down.
This also has to do with the fact that mt initially started through the voice of users.
There was this group of three ladies who loved masking tape, at a time when it was mainly used for industrial and medical purposes. They contacted Kamoi Kakoshi, who at that time produced masking tapes for industrial use, expressing their thoughts and ideas on expanding the color variation. In response to this request, Kamoi Kakoshi made colorful masking tape, and that's how it all began.

Hobonichi

I see.

Iyama

Since then, it's through communication with customers that the way mt is used has expanded in diverse ways. The way children excitedly use them at our events inspires us as well. I think it has always been that we emphasize the 'exchanging ideas' aspect of things, rather than providing a strict explanation on who should use it and how.

Hobonichi

The same can be said for us, too. The techo has become what it is now thanks to the users expanding and exploring ways in which it can be used.

Iyama

I can see that. So that's why I don't target a specific audience, and we try to leave it to the customers on who uses it and how.

（Continued）