MAGIC STICK

■ Biography / History

Founder/Designer : Naotaka Konno

Born in Tokyo, December 23, 1976

He worked at various retails as a sales associate and assistant buyer for a few years. In 2001, he took an important role as an original member of NEXUSVII® and built his experience of design and product development until he left there in 2009. Since then, he has worked in various field such as organizing events, supervising designs, and graphic and editorial designs for major brands and media including Nike Sportswear.

2010

He established TOTAL PACKAGE Inc. in 2010 and launched the first collection of MAGIC STICK as 2011Spring & Summer collection while he was helping STUSSY Branding Director as an assistant. He adopts his unique experience and connection from living in NY into his design for MAGIC STICK and collaborate with various artists to curate events and special projects. His distinctive design and creation attracts both domestic and global media.

2016

He utilizes his experience and connection built nearly 20 years in Ura-Harajuku fashion industry and adopt it into superb silhouette, high quality material, and sewing technique for MAGIC STICK production. In 2016, Magic Stick showed first collection in Paris and attracted many international buyers from all over the world and started distributing at globally renowned stockiest worldwide.

Naotaka is also known for his broad connection with many musicians and artists. He hosted PUBLIC LABO BLOCK PARTY in May 2016 with YG, SKEPTA, A-TRAK, and COZY BOYS at Tokyo Harumi Pier Passenger Terminal. And with the success, he also organized live event with MADE IN TYO and A$AP FERG only a few month later.

2017

His recognition among global media and sneaker mania was raised when he was selected as one of 12 global innovators to represent Japan for NIKE AIR MAX DAY Global campaign in 2017.

2018

He incarnated his first collaboration with NIKE and released NIKE AIR FORCE 1 VIP “TYVEK”. His “VIP” were only released at selected key accounts in Japan and sold out immediately nationwide, and the night of Shibuya was swagged out with people rocking “AF1 VIP” who came out to celebrate the release event at a club. The popularity of “TYVEK” and the result of being sold them out immediately, It was published in “ALL GONE”.  In November 2018, “VELOUR” which becomes version 2 of NIKE AIR FORCE 1 VIP released. To celebrated of releasing version 2, He had the installation POP-UP which called “ACCESS ALL AREAS” at MAGIC STICK Head Shop. It was satisfied results of sold out quickly as flash continuing from last time. End of December in 2018, He opened MAGIC STICK TOKYO wth fully renovated the flagship store in Harajuku,Tokyo.

2019

He collaborated with VERDY’s Project which called “VERDY HARAJUKU DAY”. Naotaka has truly become a key person representing Japan and leading the next generation in the street scene.

2020

Naotaka had store in pop up at the well-established department store “Isetan Men’s Creators” during Fashion Week for 2 weeks.

Continued energetic his activities such as collaborating with sculptor artist TAKU OBATA and also official collaboration with movie SCARFACE, and hitting the highest sales even in the fashion scene depressed by the new coronavirus (COVID-19) which is also a global crisis. Naotaka has truly become a key person representing Japan and leading the next generation in the street scene.