Uniqlo’s UT Project To Tap NYC Pop Culture

The Uniqlo capsule conception store has opened in Harajuku.  Cult status photographer Terry Richardson was called in to tap the youthes of NYC.  Hypebeast reports:

"Terry Richardson has been called upon to document a series of photo’s
of personalities wearing their favorite Uniqlo shirts. These
personalities include model Missy Rayder, actor Michael Pitt, musician
Alison Mosshart, and Japanese photographer Keiichi Nitta as well as
some up and coming artists from the New York area. Ironically these
artists were scouted through what some call one of the truest forms of
expression, MySpace."

It’s a clever idea, if you consider the demographic Uniqlo seems to be trying to break into.  Execs must have been sitting around going, "Ok, everyone on those Misshapes and Last Nights Party sites is wearing American Apparel, what do we gotta do to get them in UNIQLO?"  Well, just take those same kids, strap them in limited t-shirts, get a hipster approved icon to photograph them in the same way as online, sell them in Japan to get the ball rolling, and sit back and watch the dough pour in. 

Foolproof, no?

UNIQLO