Kazushige Minami is the creator of "abrAsus," which has released a series of unique and minimalist apparel goods, starting with the famous "Slim Wallet," and including "abrAsus Data-Saver Notepad," "Triangle Commuter Bag", and "Jacket for emergencies," and is now called the brand for minimalists.
In recent years, Mr. Minami has expanded the scope of his business to include restaurant and hotel management in addition to "abrAsus," and his old favorite HHKB seems to be an important item in his work.
“I first became aware of HHKB when I returned to Japan after spending my student years in the U.S. and started my first job. There is a backstory to this, and the story goes back to when I was a student at a college in the United States.
At that time, I was into web programming as a hobby, so I used a desktop PC more often than a laptop. As a result, I became particular about the feel of the keyboard and ended up buying a high-spec keyboard to use.”
“However, when I started working as an employee in Japan, I was shocked to find that the company-provided PC was a significant downgrade compared to my personal one, and the keyboard was really cheap. Using such equipment became a bit of a complex for me, and I truly realized that the price difference in PCs and keyboards has a significant impact on performance and user experience.”
Having that complex while working, Mr. Minami upgraded his company's PCs and keyboards as if to vent his frustration when he reached a management position a few years later. “I contacted a PC store, went to see the products in person, and tried several high-grade keyboards. One of them was the HHKB."
He was introduced to the "HHKB Lite," an entry-level model that existed at the time, but even so, it was much easier to type on than the keyboard that came with the PC, and his work efficiency was greatly improved.
“At the time, I had a company-provided laptop, but when it came to writing detailed reports, it was always better to do that in the office. It was much faster to get it done all at once when I got back to the office, rather than writing bits and pieces while on the go. The efficiency of that process really depends on the keyboard.”
“I'm sure most people spend a lot of working hours in front of a computer, touching a keyboard. If you spend that much time touching the keyboard, I think you should choose a keyboard that will help you work efficiently and is comfortable to use. Besides, a keyboard is not that expensive, even if you buy a very good one like HHKB, and once you buy it, you will continue to use it for a considerable number of years. In other words, the cost-effectiveness is very high.”
Not only do I use HHKB myself, but all of our employees do as well. In fact, as the CEO, I’ve provided all employees with an HHKB. -Kazushige Minami
From this perspective, Mr. Minami explained the importance of choosing a good keyboard, and as a result, choosing a keyboard that is easy to type on became the norm at his company at that time. And now, at Mr. Minami's company, “Value Innovation” .......“Not only do I use HHKB myself, but all of our employees do as well. In fact, as the CEO, I’ve provided all employees with an HHKB. The model we all use, including mine, is the “HHKB Professional Hybrid Type-S” Charcoal model.”
All keyboards within Value Innovation are using the HHKB Professional Hybrid Type-S Charcoal model. To help employees master touch typing, Blank (English layout) was chosen.
“All of our HHKBs are blank English layout. The reason why we chose blank HHKBs is so that our employees can learn touch typing. All of our employees are able to use PCs to some extent, but almost none of them could touch type when they first joined the company.
They were looking at the keyboard while typing. Do basketball players look at the ball while playing? They don't, do they? That is what skill is all about.” “The same goes for touch-typing," he says, "and when you develop the skill of typing without looking at the keys, your efficiency absolutely increases. That is where blank comes in. When you glance at the keys, there's no point in looking at them because there's nothing written on them. It's the best way to learn touch typing."
When and how did Mr. Minami's idea of pursuing rationality develop?
“I have had this way of thinking very naturally since I was really young. I am not attached to things, and I don't really like having things. On the other hand, I buy a lot of things. I buy a lot of things and try a lot of things. In that respect, I may be a little different from the average minimalist. However, I give away more and more of what I buy and try out. I am reducing the number of things that I think don't suit me. And if you have a lot of things, it takes time to find them. I hate the inefficiency of searching for things.”
HHKB, too, is a tool that significantly improves efficiency and time management, which is exactly why I love using it so much. -Kazushige Minami
I make minimal items, things that aren't over-spec’d, but what I’m really interested in within minimalism is more about efficiency and saving time. HHKB, too, is a tool that significantly improves efficiency and time management, which is exactly why I love using it so much."
So, what are Mr. Minami’s thoughts on the HHKB Professional HYBRID Type-S Snow?
“I think it's great that the keys are in the center legend. When I type while looking at the keys, I think I can press the keys faster and without making mistakes if they are in the middle.”
The "Snow" model has the key legend in the center.
As expected of Mr. Minami, he picked up on the factors related to efficiency before color.
So what is Mr. Minami’s thoughts on the pure white of "snow"?
“I myself see this HHKB as one of the color variations, but when people actually touch HHKB at our SUPER CLASSIC store, a surprisingly large number of people show interest in the white model. So I am sure that many people will like the “snow” model.”
“In terms of color and function, white is definitely less likely to show oil stains or fingerprint marks. All of our HHKBs are black, so I don't think you can touch them after eating Kara-Age-Kun (fried chicken) (laughs). Besides, I think the visibility of the keys is much better than black." It’s a fresh and interesting approach to assess things from the standpoint of the "relationship between color and function."
“For example, the color of the interior lining of an abrAsus bag is red or light blue to make it easier to find what's inside. I often choose white for the items I put in my bag, considering how easy they are to find. However, since I travel a lot, I tend to leave white items on hotel beds, as the sheets are white. I’ve forgotten quite a few white T-shirts over the years (laughs). So, in the end, it’s better to have contrast in colors, right?
This "function-oriented" approach is likely a key point that defines what makes Mr. Minami who he is. "That might be true. When I choose items based on functionality, I buy them with a solid reason behind it, which gives me a sense of satisfaction."
Minami's ultimate goal is to “enjoy the process”.
So, would it be fair to say that function is the most important thing for Mr. Minami when choosing things?
“In fact, what I think is most important is not the product itself, but the "process" of selecting the product. For me, pursuing functionality is a form of leisure. Life is limited, so I want to do things that make me happy. That's why I care about the process."
“As for HHKB, the actual store of "SUPER CLASSIC," which sells "abrAsus" products, is a "Touch & Try Spot" for HHKB. I want people to experience it firsthand and feel the difference. The process itself will be very enjoyable, and if they end up purchasing the keyboard they’ve selected, they’ll also experience the satisfaction of working with something they took the time to choose. I believe that the satisfaction in life comes from the process.”
Mr. Minami’s store "SUPER CLASSIC" is also a "Touch & Try Spot" for HHKB, where you can actually touch and try HHKB.
Focusing on efficiency for objects and enjoyment for life, we’re starting to get a better sense of the full picture of the unique minimalist, Mr. Minami.
To wrap up the interview, let’s have him pick a product from "abrAsus" that he thinks has a lot in common with HHKB.
“It's definitely the “Slim Wallet' and “Small Wallet”. The reason is that both the HHKB and our wallets are innovations in things that are hard to innovate. When you think about it normally, there’s not much you can change about a wallet or a keyboard. But because we innovated in those areas, that’s why so many people support them.
“And - I think HHKB has probably gone through a lot of minor changes. Our wallets have also undergone a number of minor changes. In other words, both HHKB and our wallets have gone through a process to get to where they are today. I think they are very similar in that respect.”
Kazushige Minami, abrAsus Designer
Website: SUPERCLASSIC
Facebook: SUPER CLASSIC
Instagram: superclassicjp
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