nendo – What if? | The Hour Glass

“There’s like a Goddess, who smiles at you and then people who are waiting for the Goddess, the Goddess will never look at you. But if you’re focusing on something else, you’re working really hard on what you really like to do, I feel that this Goddess gets jealous and she comes to you. Leads you to success in a way. So people who are looking for success, never end up successful. But people who are focusing on what they’re doing, enjoying what they’re doing, in the end I think he or she is very close to success.“ This is Oki Sato’s Life Story. As its founder and chief designer, Oki Sato is integral to nendo’s vision and creative output. Immediately recognisable in his signature white shirt, black trousers and black jacket, his minimal, achromatic clothing exudes a considered and quietly confident sense of style. This distinctive wardrobe is representative of a broader ambition of Sato to instil as much repetition in his life as possible – he believes that repeti