THIRD PLACE interpreted by HELS

Hello, this is Nishiwaki from THIRD PLACE.

Happy New Year everyone!

We look forward to your continued support of THIRD PLACE this year.

I've been updating a lot of things on Instagram since New Year's Day, I hope you're all enjoying them.

We are communicating the brand we will start in 2026, as well as the things we want to focus on and the direction we want to take this year.

Among these, one of the things we will be focusing on from now on is This project is called "THIRD PLACE interpreted by...." Designers, creators, and artists from various brands will interpret THIRD PLACE and share the new things that are born from this place.

We respect those who create designs for the world, and welcome a wide range of ideas to this space. We believe that ideas have value that cannot be measured in monetary terms, and that they enrich our lives.

It's not something we can just leave to someone to interpret. This initiative can only be established by first clarifying what we think, what we like, and what we value. That's the "meaning" of working together, and there's a "value" that can only be created in this place.

This initiative requires connections with people, and communication is crucial. Here we will introduce the unique perspective of THIRD PLACE. I want to think more deeply and express myself more.

"Find Your Third Place"

This graphic illustrates the concept of Third Place. Third Place is a sociological theory proposed by Ray Oldenburg, and refers to a "third place" that is different from home (First Place) or work (Second Place), where people can gather casually and interact on an equal footing.

This illustration shows a perspective that sees third places not simply as "places," but as "communities" that arise from relationships between people. The important premise is that third places are not separate and independent from home or work, but exist alongside them, functioning by mutually influencing each other. Therefore, rather than depicting the three places as separate elements, they are visualized as cyclical relationships in which they come and go and influence each other.

Furthermore, while home and work are relatively automatically provided through systems and roles, third places are formed through ongoing, proactive involvement. Taking this characteristic into account, this graphic features the message "Find Your Third Place." This does not necessarily mean simply searching for a new place. It is also a phrase to help us realize the possibility of a third place emerging within the relationships between people. May "Third Place" be at the heart of the concept of third places.

THIRD PLACE interpreted by HELS

This time, HELS's designer , Mr. Deguchi , has interpreted the concept of THIRD PLACE and created illustrations and graphics. This graphic, which captures both our idea of ​​"third place" and what it means to be a "third place," is a must-have keepsake.

HELS is a fashion brand for humans and figurines, based on the concept of "humans and figurines wearing the same fashion." We introduced HELS items in our store last summer, and it seemed like many people were drawn in by the unique and intense worldview.

I met Deguchi-san about two years ago, and three years ago I saw him crowdfunding to launch this brand, and I supported him, which is how we met. (Those of you who have been to THIRD PLACE will know, but the dolls you can always see here were obtained as rewards at that time.)

The instructions written on the crowdfunding campaign at the time were very impactful (it was quite long haha) and were so stimulating that they completely changed my view of fashion in a good way. The most striking thing was when he said, "I've always had a vague feeling that I'm not good at fashion."

Please give this article a read.

Simply put, it can be described as "uniqueness," but I was captivated by his way of thinking and his worldview. This influence led to THIRD PLACE, and it was also the trigger for me to aim for a shop where 7,000 yen T-shirts packed with ideas can be displayed side by side with high-quality cashmere knitwear for 100,000 yen.

As a fan, I was simply delighted that Deguchi-san was able to interpret THIRD PLACE and create the graphics. He was also able to fully express his worldview.

Since we had the opportunity, we decided to have it incorporated into the original THIRD PLACE body that we cherish, and to present it in a tangible form.

At first, Deguchi-san suggested, "If it were THIRD PLACE, would you print it this cleanly?" and we had him adjust the proposal to suit our needs, but when we told him, "We want you to keep it HELS-like," this is the balance he came back with. It was packed with information, and we completed it generously without worrying about the printing costs (laughs). We really liked the edgy and over-the-top feel that is typical of HELS.

I'm not trying to force THIRD PLACE on you with this sweatshirt, but rather I hope that people will look at it lightly, in a good way. I'd be happy if people would just think, "This design is kind of nice," or, "I wanted to wear a printed sweatshirt under my jacket," and use it as a starting point for something. However, if you ask me why this sweatshirt is in the store, I want it to have a warm feeling that allows me to say that it's made with care.

THIRD PLACE interpreted by HELS
THIRD PLACE SWEAT (RED/GRAY)
Size S/M/L ¥19,800 tax included

168cm / Size M
155cm / Size S

In-store: January 9th (Fri) 13:00~
Online: January 11th (Sun) 20:00~
*Please note that if the item is sold out in stores, it will not be available for sale.