Profile of Kazumi Oguro, editor-in-chief of “SOTOKOTO”
Born in Tokyo in 1950, Mr. Oguro used to work for Magazine House Co., Ltd., where he was in charge of editing magazines “The Heibon,” “Brutus,” “Croissant,” and “Gulliver.”  As an editorial staff for Brutus,” he visited China, Bhutan, New York, Brazil, Africa, and other locations on assignment.  He also played a role in “Tennis Boy no Y?utsu,” the first serialized novel by Ryu Murakami who had just made his debut as a novelist.

In 1990, he left Magazine House and started Todo-Press Co., Ltd.  In 1992, he opened a resort hotel “Mpata Safari Club” in Kenya, which he produced himself.

In 1995, he produced “Daizumou,” the 70th anniversary publication of the Japan Sumo Association, in collaboration with Kishin Shinoyama.  He has been involved in many projects in a wide-range of fields, including the production of the TV programs “Wordsworth’s Garden” and “Metropolitan Journey”, and editing “Nakata’s Sayings” and publishing “Suga Shikao 1095” and “Tsukiji”.  He has been the editor-in-chief for the monthly periodical “SOTOKOTO” since its inception in 1999.
What's SOTOKOTO?
SOTOKOTO is the world’s first ecological fashion magazine, which is released on the fifth of each month by KIRAKUSHA, Inc.The magazine’s name “SOTOKOTO” means “under a tree,” and comes from a word in the Bantu language native to East Africa.  It was named after a legend: “When you’re in trouble, rest and talk under a tree, and you’ll come up with a good idea.”  “SOTOKOTO” is a comfortable lifestyle magazine for LOHAS people that offers hip and fun ecological lifestyles under the keyword “Enjoy Eco.”
-- SOTOKOTO is marking its 10th anniversary of publication. Please tell us your views on ecology while looking back on the past decade.

From the beginning, I wanted to do “ecology from a class leader’s point of view,” not “ecology from a class representative’s point of view.”  So I said: “Ecology is fashion.”

To put it briefly, I meant “ecology is stylishness from the heart, or a fashion” because it’s an issue that questions the stylishness of those who live in the city.

Sure enough, the idea was frowned upon and was not understood at all in those days.  I think that people’s awareness has changed greatly over the past decade.  Because I grew up with men’s magazines (in charge of editing “Brutus” and “Gulliver”), I would look at ecology from a man’s point of view, but it was mothers with children who were most understanding.  Probably because women are more keenly aware of the way their lives are interconnected to each other.

To bring ecology home to the heart, a broader time perspective is inevitable, and women were quicker to realize it than men.
The biggest turning point was probably the “Aichi Expo (2005).”Until then, there had been something rigid and uncomfortable about ecology, but the exposition made talking about ecology in the context of entertainment no longer a cause for criticism.  It’s a drastic change, isn’t it?

When we launch a new magazine, it usually takes three years to fit it to the times.  Kind of like riding the updraft, you know.  The trouble with “SOTOKOTO” was that this scenario didn’t go the way we had planned.  With “SOTOKOTO,” it took 10 years, or eight years actually . . . it took that long anyway.

What this means is that there was such a large divide between people and the idea: “Ecology is a fashion.”
-- Could you tell us about your future eco-activities?

Initially, I would create SOTOKOTO eco bags or suggest carrying “My Hashi” (My Chopsticks).
The point I wanted to make first was: “Ecology can be expressed in the context of fashion.”

And I think the next to come into play will be mental attitudes.  Or changes in values I would say.  We’d like to makes these kind of appeals to the public.
So we have to start by taking action ourselves.

At present, we are collecting used shoes that children in Japan have outgrown (“SMILE AFRICA” project).  We’ll be carrying the collected shoes to Africa to hand them over to people there in person . . . face-to-face.  That’s why we are leaving for Kenya next week.
Giving the shoes one-sidedly is kind of unfair, so we’ll be given sunflower seeds in return and sending them back to children in Japan.  It means that we are on an equal footing.  We hope this way it will open up a channel for communication.
We’re hoping to tell more and more about Africa in “SOTOKOTO” too.

With “SOTOKOTO,” we are also working on such projects as Slow Food Association, LOHAS, and la fete des voisins.
In a way, la fete des voisins is sort of counterterrorism.  Look at thatcondo right over there.  Isn’t it bad if the residents in the same condo do not say hi to each other even when they meet?  In order to break the ice, if they bring lunches along to eat together about once a year, it would be a starting point for talking to each other.
I thought this was a good idea, so I’m working hard on this project now.

I mean “SOTOKOTO” isn’t really a magazine.  It’s sort of an open space for organizing festivals spontaneously
In the past, magazines, such as Popeye, an-an, or whatever, would function as a trend setter by introducing fashion trends.
Fashion is no longer something special.  People have become mature enough to want more.
We’ll have to create a space which has established its own sense of values on its own.
-- What kind of ecological efforts are you doing in your daily life?

As a matter of fact, I have an eco bag that holds A4 size..  I also carry the “SOTOKOTO” eco-bag and other kinds with me . . . about four in all.
I mostly use them to carry books.  Books are bulky, you know.  When it comes to things I carry in my eco bags, they are mostly books.
-- What do you think about the ROOTOTE?

Their designs are really nice.
It would be more interesting if they had bags which you could add your own features.  The idea of writing something on blank white bags like our “SOTOKOTO” eco-bags was a bit too much, I know, but adding just one more thing to a half-designed bag would be acceptable.  A badge or something like that.  Then, the bags will be even better because they can turn into your own personal “My Bag.”

-- If you were asked, what would you like to put in the ROO POCKET?

Well, I’d say Propolis throat drops.
I’m regularly on a radio program (“LOHAS TALK”), you know.  Whenever I drink the previous day, my voice gets scratchy the next morning.  Because I’m the oldest newscaster on J-WAVE, we record our programs during the morning hours when the studio is usually available.  Because it’s in the morning, I can barely speak.  So that’s when I use Propolis drops! (haha)

SUPER PLANNING Co., Ltd., which is in the business of planning, manufacturing, and selling ROOTOTE, was originally a design office.  It gradually shifted its focus to manufacturing as large-scale variety stores such as Tokyu Hands and LOFT were emerging on main streets to meet the needs of the times.

So, the planning and manufacturing of a wide range of variety goods was getting underway at SUPER PLANNING.  One day, President Kamiya recalled his original duty of “exploring designs”, when a pure white tote bag looked like it was “canvas waiting to be designed!”

Then he daringly decided to develop designs focusing on tote bags.

Today, ROOTOTE is available in many different designs including 12 shapes and can be enjoyed in combination with various scenes or styles.

(Continued in vol.2 . . .)