A brand platform for Uniqlo that launched a magazine and turned a great idea into a way of life.

The work: Uniqlo had a great brand idea: LifeWear. They’d just never truly explained what it meant. Driven by our concept of “performance wear for your life,” we partnered with Uniqlo Creative Director and creative legend John Jay to launch a new platform and quarterly magazine that conveyed LifeWear and humanized the brand.

What I did: Brand positioning and mission statement for LifeWear, founded LifeWear magazine and acted as chief editor, wrote the tagline Simple Made Better that Uniqlo still uses today

Agency: MP Creative