In conversation with Nanae Matsuoka, founder of SIXTYPERCENT Inc. and EIC of ASIANVOICE

Nanae Matsuoka is a multi-faceted entrepreneur and e-commerce fashion leader in Tokyo, Japan. Prior to co-founding SIXTYPERCENT, a popular e-commerce destination, Matsuoka worked at LVMH Japan. Matsuoka spoke with Very Asian and offered her unique, global perspective about fashion and anti-Asian racism.

These are edited excerpts from our conversation.

Where did you grow up and how did you get into fashion?

I grew up in Nagoya, a city in Japan. My parents owned some fashion mode-style brands, and my father’s business partner was a former pattern maker of YOHJI YAMAMOTO. I was really passionate about both business and fashion and have always planned to do something that supports local fashion brands through e-commerce. Japan-made brands tend to shy away from e-commerce business even though it is so important for their business in this era. 

For you personally, what does it mean to be “Very Asian?”

For me, “Very Asian” can be expressed as trying new things without fear of risk. 

As a co-founder of SIXTYPERCENT, an e-commerce brand with more than 800 brands on the platform, I always feel the need to try new things and make quick decisions. Our company was just founded 3.5 years ago but all 800+ brands are very passionate about SIXTYPERCENT’s mission to build up Asian brands and take them mainstream.

Tell me about your work with SIXTYPERCENT INC. and ASIANVOICE. What’s your mission with these companies?

Our mission is to build up Asian brands and show the world that Paris is not the only place for fashion. I am the Co-founder/COO/Brand Director of this company, and my main job is to meet new the founders and designers of both emerging and established brands.

ASIANVOICE is the web-magazine founded by SIXTYPERCENT, which aims to interview emerging high-level designers and people in the creative and fashion industries to build high standards of Asian fashion and culture itself. 

In the context of current events and social issues, what role do you think fashion plays? 

I think fashion allows for freedom and equality in the world. I like fashion because people respect what people like. To give you an example, if I said I like streetwear and wear this type of clothing, people won't judge me and under or over value me because it is just my personal style. That’s why I always feel people in Asia and globally support our mission as they “can” support it as they do not have any logic to disagree with it. I always feel that fashion and culture are the key factors to make the world a better place.

What Asian fashion/retail brands are currently in your wardrobe rotation and why? 

I mostly wear Korean-based fashion brands as my company has more than 600+ brands from Korea. Korea has been fast-tracking its fashion business over the past 5 years and they try to launch their brands globally from day one. This is a differentiating factor for Korea and it’s not always the same for other brands from other Asian countries.

Have you spent time in the United States? Where, and what was your experience like? 

Yes, I was in New York for a few months for an internship when I was a university student. I must say my idea of NYC and reality were completely the same. NYC was very lively and people have their own voice on various lifestyles and dreams. Many Japanese are passive and do not have specific dreams and live their normal life as they do not want to speak up about what they want and what they like. I feel that the Japanese need to learn and experience these ideals from the USA. 

As I’m sure you’re aware, anti-Asian racism spiked during the pandemic in the United States (and elsewhere) and #StopAsianHate began to trend. What was your perspective and how did this make you feel?

It was quite painful for me, however, I also felt respect for Asians because they were standing up for equality and raising awareness around #StopAsianHate. I assure you there were thousands of racist incidents against Asians for a long time but this was the first time Asians from all over the world, in many different countries, rose up to show how powerful we are. And we think fashion and culture can support this movement as fashion and culture do not need to have a language but can show the world how strong Asia is. I want to contribute to this movement from my company itself :) 

Have you ever experienced anti-Asian racism before? Can you tell me about a specific incident? 

To be honest, no. I think this is because I mostly have lived in Japan and we do not have much racism here. I feel the fashion industry is less likely to be racist against Asians than some other industries because many Asian brands become large global brands.

What are your favorite Asian shows or movies on Netflix right now? 

I watch various K-dramas as Japan is really immersed in the K-drama movement. I loved Itaewon Class for sure. The K-pop movies on Netflix become ice-breaking topics when I meet new brands and designers in Asia! 

For someone who hasn’t visited Tokyo before, what are your top recommendations (e.g. restaurants, nightlife, museums, etc.)?

The current hot spot in Tokyo is MIYASHITA-PARK in Shibuya. There are various Japanese izakaya areas on the first floor and a mix of streetwear stores and unique Asian restaurants which are ideal for tourists. Shibuya has changed a lot and it’s not only for teenagers anymore — people of all ages can enjoy how playful Shibuya is.