The Obtainer - 10/11/23, Wednesday
↦ Style Strategies: Kevin Kafesu of LEGO
Wednesday, October 11th Edition
We’re traveling to Denmark for today’s guest. He’s one of the most stylish guys on the internet and works for The LEGO Group. We caught up with him to talk about his love of Japanese brands and how he builds his wardrobe. See what I did there?
- Leon Hedgepeth, Market Editor ⋯ @leonhedgepeth
Style Strategies
How the Brand Developer Shops
Kevin Kafesu is a man known for his impeccable taste. He's made an entire career out of having his finger on the pulse of not just the men's fashion zeitgeist but also interior spaces. Besides his chic home in Denmark (complete with a kitted-out Vitsoe shelving unit), the guy's brand knowledge and styling point-of-view are top-notch. He was previously at Norse Projects as the label's head of strategic buying, but now resides with The LEGO Group as a global brand developer. So, you could say he has a new meaning of linking and building with his fits now.As someone who was a previous buyer, Kevin was able to develop his process of evaluating a garment for the masses to enjoy that he still uses for himself. “Throughout my career, I had the opportunity to immerse myself in products, building my point of view of what makes a great garment,” he says. “From the cut, fabrics, and trims to the finishes.” Other than putting together cohesive collections, brand storytelling is something that he says is a crossover in any industry and goes beyond surface-level marketing tactics, “Through storytelling, brands can reach deep into our psyche and establish a meaningful connection with their audience.”Although Kafesu is no longer dressing for wholesale meetings or retail events, he's able to put his spin on his daily uniform when going into LEGO's equally stylish HQ. He'll sport a jacket from Japanese label ts(s) or pants from Canadian brand Haven all while having a Danish flare that he says has evolved from the last decade from a pared-down and sparse aesthetic to one that's open to more subcultures pushing the fashion scene forward and not the usual “untouched and undisturbed.” We caught up with him to talk about finding inspiration, what he's shopping for at the moment and why luxury underwear isn't necessary.
Your previous job was as head of Buying and Communication at Norse Projects. What were some key elements you’d look for in selecting pieces?
I took a meticulous approach to evaluating each garment. Beyond assessing its origin and manufacturing techniques, I went a step further by buying and testing select products for the store. This hands-on experience allowed me to truly understand the quality of the garments and ensure they met the highest standards.
Being passionate about clothes, I delved into the minutiae with enthusiasm. Attention to detail was paramount in my buying process. I continuously sought improvement, striving to exceed the expectations of those who would then buy and wear the garments.
Ultimately, I aimed to curate an offering of garments that boasted exceptional looks and comfort, and aligned with our patrons' desires and expectations. I endeavored to create a selection of garments that stood out in design and craftsmanship but, above all, time!
Where do you find new brands and inspiration?
I often rely on my network of peers to discover new brands. While I still occasionally read eye_C, or flick through Popeye and Brutus with Google translate. But I think personal connections and word-of-mouth recommendations play a significant role in finding emerging labels.
How would you describe your style in five words or less?
White, indigo, olive, navy and grey.
US cotton T-shirt, $110 (for 2-pack) by Lady White Co.
What’s one item that every man needs in his closet?
A really good white T-shirt. With my personal go-to choices, I gravitate towards different brands depending on the occasion. For a rugged, everyday look, Lady White's two-pack tees are my top choice. On the other hand, when I'm aiming for a more elevated and refined look, Sunspel's sea-island cotton can't be beat. The luxurious fabric and impeccable craftsmanship elevate the white T-shirt to a new level.
What’s one item that you cannot part with?
My timepiece is irreplaceable in my heart—a Rolex 36mm Datejust, reference 116200, with the distinctive “roulette” date. It remains an invaluable keepsake, as it was my first automatic watch and holds a special significance for me as a memento of my son's birth. For me, this timepiece symbolizes exceptional craftsmanship and horological precision, cherished memories and the perpetual journey of life.
What’s something you’re looking to buy at the moment?
I'm on the hunt for my second watch, and this time I'm looking for something a little more militant—a tool watch. The Rolex Explorer II 40mm is at the top of my list, preferably with a black dial.
Three favorite brands, currently?
ts(s), Kaptain Sunshine and TEATORA.
Vintage Explorer II, $7,425 by Rolex
Do you shop more online or in person?
While I shop online more frequently, it takes a truly exceptional retail experience to entice me out of the comfort of my home. There's an undeniable allure to the nuance and storytelling accompanying browsing products in person. There's a connection beyond a simple transaction—a shared appreciation for the artistry and craftsmanship behind the clothes I am sifting through.
While I may prefer the convenience of online shopping, these serendipitous interactions and the added layer of storytelling truly elevate my retail experience. It's like discovering a hidden gem amidst a sea of options, a moment of connection that can't be replicated through pixels on a screen.
MA-1 rainbowy happy heel socks, $49 by Kapital
What city has the best shopping? What kind of items do you buy when traveling?
Tokyo is a treasure trove of extraordinary retail experiences across all levels, consistently delivering unmatched shopping encounters. The moment I set foot in Beams for the first time, I was astounded by the environment and exceptional service provided by the staff.
I have a thing about buying socks; for some reason Kapital is always my go-to brand. Their socks are the pinnacle in quality and comfort, and capture a unique sense of BOHO-CHIC that resonates with me.
MA-1 rainbowy happy heel socks, $49 by Kapital
What’s a necessary extravagance for you?
Rimowa luggage.
What is something you refuse to spend a lot for?
My stance on the matter is clear: I see no reason to pay a premium for boxers. Underwear is primarily a utility item that serves the essential purpose of keeping everything in place. It undergoes frequent and intensive washes and should be simple and basic in design. While investing in luxury undergarments is tempting, it's unnecessary. Boxers should be practical and comfortable rather than a fashion statement.
Classic trunk, $2,250 by Rimowa
What’s something you buy in multiples?
White T-shirts are an irreplaceable cornerstone in every outfit. I can't imagine a wardrobe without it. Whether layering it under a shirt or a grey sweater, the absence of a white tee leaves me feeling incomplete and underdressed. It is the one universal piece of clothing I consider an absolute must-have.
Which do you experience more: buyer’s remorse or regret for not buying something?
Buyer's remorse, for sure.
What’s one shopping hack that you can let everyone know about?
Amazon Japan ships internationally.
Drops to Watch For
Birkenstock and Tekla share a pursuit of comfort, and they're teaming up for a limited collection of footwear and sleepwear. The classic Boston clogs and iconic Arizona sandals are the standouts, reinterpreted in beautiful colors. The unisex sleepwear is comprised of kaftans, shirts and trousers—all made from lightweight cotton poplin that is not only comfortable but versatile, making it suitable for both casual wear and relaxation at home.
Thursday, October 12 exclusively at 1774.com, teklafabrics.com, and matchesfashion.com
UNIQLO and White Mountaineering are back again, elevating those signature pile fleece jackets and quilted-down coats. The full-zip fleeces feature elastic cords at the hem and generous pockets, while the down jacket is constructed to not only repel precipitation, but fight static.
Thursday, October 12 at uniqlo.com
Tokyo-based label Auralee partnered with New Balance on a pack of soft, neutral-toned sneakers. The 1906R model is a tech-forward design reminiscent of the mesh running sneakers of the early 2000s, but it’s been updated as a more relaxed everyday shoe you’d wear with your pleated trousers.
Today at 10 a.m. EST on newbalance.com
The sales and discounts our team is currently watching.
A Western-style denim shirt is a versatile closet staple. Levi's version is a classic and is at an excellent price right now, so stock up for the colder months.
$69.50 / $41.70 by Levi's
A neutral-colored hat is the perfect accessory for fall. This classic six-panel from Beams Plus features a subtle herringbone weave that makes it a little more luxe than a typical cap.
$85 / $63.75 by Beams Plus
Gap's lightweight carpenter pants may be the best quality for the price. A relaxed silhouette is excellent for some hardy boots, and the hammer loop and side pocket give them an authentic workwear look.
$54.99 / $27.49 by Gap
From a visit to @truckfurniture in Osaka a few years ago
August 30
