A new brand, “Buffer,” led by creative director Tetsu Nishiyama — known for projects such as WTAPS and DESCENDANT — has been launched by HUMAN MADE. The collection is available through its street-front store in Jinnan, Shibuya, as well as its online store. Rooted in the spirit of ’80s–’90s American culture, the brand values the “buffer” spaces that exist between time periods, generations, and systems of values, while aiming to carry authentic culture forward to the next generation.
IN FOCUS was in charge of the teaser website production and the design of the online store. Inspired by the understated aesthetics of the “slightly older internet” era shaped by platforms like ffffound and tumblr, the site embraces simplicity, whitespace, and an unembellished layout to create an online store that reflects the identity of Buffer.
Buffer
https://www.buffering.jp/
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About Buffer
Buffer aims to pass on the history and context of ’80s and ’90s US culture to the next generation, just like after-school gatherings of seniors and juniors. The brand also seeks to nurture a discerning eye for lifestyle and provide a source of creative inspiration, delivering authentic products at ’80s and ’90s prices to allow anyone to access the world of culture. Buffer also aims to support the creativity of the future, serving as a buffer that links generations and connects the next generation with culture.
CREDITS
DIRECTION : Atsushi Kaneishi (IN FOCUS)
DESIGN : Atsushi Kaneishi (IN FOCUS), Sakurako Yamada (IN FOCUS)
PROJECT MANAGEMENT : Kento Inada (IN FOCUS)
PRODUCE : Tadamasa Iguchi (IN FOCUS)