A Career Built on Brand Loyalty — A Passionate and Sincere Story of a Man Who Wants to Carry J.PRESS into the Future

Hello! Welcome to Onward Group’s Medium page. In the apparel industry, roles like MDs (merchandisers) and buyers are often not well understood by those outside the field.

This time, we interviewed Tomoya Kurono, MD for J.PRESS at Onward Kashiyama and Shop Director of J.PRESS & SON’S AOYAMA. He spoke with us about his career in fashion, his passion for the brand, and his ongoing efforts to create new value.

J.PRESS was founded in New Haven, USA, in 1902 and is a brand that represents the classic American traditional style — known as “Ametora” in Japanese. The brand has long been a symbol of the “Ivy Look,” a style beloved by students at elite East Coast universities, and has continued to be cherished over the years.

In October 2019, the first standalone concept store in Japan, J.PRESS & SON’S AOYAMA, opened its doors. It’s a space that breaks out of traditional boundaries and presents the next generation of “Ametora”.

Kurono has been breathing new life into this historic brand through initiatives like pop-up stores in Korea and the “Blazer Snap” project. We sat down with him to hear more about his journey and vision.

A Dream Job Born from Pure Love for Clothes

Editor: Tell us a bit about your current responsibilities.

Kurono: I’m titled Shop Director, and I also serve as the MD. My role spans a wide range of duties — buying, event planning, customer service, social media content, and everything from product planning to sales. I also handle things like YouTube and Instagram Live streams, and even take store photos myself. It’s all about being involved from start to finish.

Editor: What’s your career path been like so far?

Kurono: I started off working for J.PRESS’s women’s line for about four years, handling product planning and negotiating with department stores. But deep down, I always wanted to work in menswear. So I left Onward once to gain experience elsewhere for about two years.

Later on, I was approached by J.PRESS with the opportunity to join the launch of a new standalone store in Aoyama. That brought me back to the company in 2019, and I’ve been here ever since.

Editor: What originally drew you to the fashion industry?

Kurono: Honestly, I just really loved clothes. Even when I worked part-time, it was always in fashion, and I spent all my wages on clothes. I was super curious about what it would be like to turn something I loved into a career — and that curiosity pushed me to pursue fashion professionally. Looking back, it was definitely the right choice.

Editor: Do you ever feel torn between your love for fashion and the pressure to hit sales targets?

Kurono: Sure, there’s some conflict. But I think I’m in a position now where I’m able to take on responsibilities beyond just the numbers. Of course, sales matter — but I’m also focused on enhancing the brand’s overall value. I’m grateful to be in a role that allows for that balance.

Doing What You Love, and Passing It On to the Next Generation

Editor: What has been your most memorable project so far?

Kurono: I’d say the collaboration with Korean graphic designer Aaron Chang. It all started with a simple DM on Instagram, and it grew into a full-blown collaboration — leading to pop-up shops in Korea.

Our goal is to pass the torch of the J.PRESS brand to the next generation. Aaron’s graphics add a modern touch that brings a fresh vibe to the brand. I believe that’s what will help us stay relevant while honoring our tradition. We want to keep pushing boundaries to become a brand that’s both classic and forward-looking.

Editor: What are your personal goals for the future?

Kurono: My big goal is to leave my name in the history of J.PRESS. So many people have carried the brand to this point, and now I’m part of that legacy. I want to make sure J.PRESS continues to thrive 50 or even 100 years from now — and reach even more people.

Because I love clothes, I want to help create a work environment where future generations can step beyond traditional MD roles, like I’ve been fortunate enough to do. If I can help create new kinds of roles or pass down this unique work style, that would be amazing. As a working professional, I want to always focus on what I can do to pave the way for what’s next.

I still feel like I’m just getting started. For me, the journey from step 1 to 2 took a long time. Even the path from 0 to 1 required steady, persistent effort. But looking back, I think it’s that perseverance that got me to where I am now.

Kurono’s Must-Have Item

Canon SLR Camera. Not only does he use it to shoot the store, but he also launched the Blazer Snap series — featuring how people wear blazers — and has shot over 300 portraits so far. “I was super hyped when I bought this! “ he laughs.

Check out the Blazer Snap Instagram: https://www.instagram.com/blazer_snap

Bonus

Kurono also showed us his unique Indian Mickey ring — crafted by the Native American Zuni tribe. It’s a playful and stylish piece for grown-up guys. Honestly, it’s super cute… I want one too!!

Author of this article Iino: Public Relations for Onward Holdings Co., Ltd

I could never picture myself wearing a suit every day, which led me to the fashion industry. I joined Onward Kashiyama in 2014, working in sales, planning, and now PR. A huge Hello! Project fan.