The Luxury of Peace of Mind

“Technological progress and the pace of human development will continue to diverge. In 100 years, the gap will be even greater. In such an era, I wanted to create a brand that tells people that it is okay to do nothing.”

The brand concept of Foo Tokyo, led by Masaaki Kuwabara, is “The luxury of doing nothing.” In a time when busyness itself is often seen as a form of value, the brand is rooted in a desire to provide moments of genuine rest and peace of mind.
As an undergraduate student, Kuwabara studied English literature, aspiring to become an English teacher. Outside the classroom, he organized charity events involving street dance and led a project to build a school in Laos. This experience fostered his interest in international cooperation and led him to pursue graduate studies in the Department of International Studies at the Graduate School of Frontier Sciences. In graduate school, he studied econometrics and conducted research on “the role of private enterprises in international cooperation,” using M&A with Chinese companies as a case study. Through this work, he came to realize that true support lies not merely in sending aid supplies, but in creating sustainable local industries. After completing his studies, he joined a foreign securities firm, where he developed his expertise and practical skills by advising corporations on financial strategy and M&A.

The elementary school construction project in Laos served as the starting point for his involvement in international cooperation.

Amid an intensely demanding professional life, his desire to “take on a challenge that truly ignites life and captivates the world” grew stronger, leading him to become independent at the age of 28. Believing that pajamas that gently embrace the skin and bring a sense of comfort and calm would embody the spirit of Japanese craftsmanship while also appealing to a global audience, he launched the lifestyle brand Foo Tokyo, for which he also serves as the designer.
Carefully cultivating relationships with manufacturers and customers, the brand now primarily offers high-quality loungewear that incorporates traditional Japanese techniques through e-commerce. The products have been adopted in hospitality settings such as hotels and trains. The first directly managed store opened in Nihonbashi Mitsukoshi in March 2026.
“The process of developing a brand is the same as research. You formulate a hypothesis, test it, and make improvements. The challenge of creating answers where none exist is what makes it fascinating,” says Mr. Kuwabara. With a sincere look in his eyes, he adds that creating products in which a nation’s people can take pride is itself a form of international cooperation, and that he hopes to introduce to the world a brand that the people of Japan can truly be proud of.

Interview and writing by Yoko Takada