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Takumi Iwase, the mastermind behind "TOKYOGUNS," is a creative genius who perfectly blends street fashion with kaiju culture. His designs are brimming with unique personality and boundless creativity. In this Toy People interview, we will uncover the creative secrets of "TOKYOGUNS." From his initial foray into designing soft vinyl toys in Hong Kong to the birth of his latest masterpiece, "Kaiju Sneakerheadz," Takumi Iwase will share how he transforms his passions into highly sought-after toy creations. Get ready to step into the world of "TOKYOGUNS," filled with creative sparks, and experience his passion and dedication to design!
Toy People: What is the meaning behind the name 'TOKYO GUNS'?
TOKYOGUNS: During my student days, the "Iwa" (岩) in my surname "Iwase" (岩瀬) – which is pronounced "GAN" and sounds like "GUN" – earned me the nickname "Ganchan." At the same time, I grew up in Tokyo and love Tokyo very much, so I chose this artist name. I also considered that "TOKYO" is a globally recognized place name, so even if "TOKYOGUNS" appears anywhere in the world, people will know that I am a creator from Japan.
▼Mr. Iwase, the founder of TOKYOGUNS.
Image credit:takumi_iwase
Toy People: What did you major in during your student days? What other jobs have you held in the past?
TOKYOGUNS: During my student days, I majored in spatial design, studying display windows and retail space design. I believe my sense of three-dimensionality and presentation skills were cultivated during that time. Even now, I sometimes personally handle the design of the sales spaces for my own products.
Around the same time, I encountered the Macintosh computer and discovered that I could use it for various designs, so I began to focus on self-learning illustration, graphic design, and other creative works. Also, due to my love for music, I started helping design club flyers during my student days. After graduation, instead of joining a company, I became a freelance designer directly. Although I had limited experience in my twenties, I was unexpectedly lucky and received a lot of appreciation, allowing me to work on many music-related design projects, such as character design for music venues and CD cover designs, and even opportunities related to television stations.
▼Mr. Iwase designed characters for TV TOKYO's prime-time variety show "Million Kazoku." This program aired on Videoland Japan Channel in Taiwan in 2009, under the Taiwanese title "100 Wan Dao Wo Jia."
Image credit:WADROCK
At the same time, work related to "motorcycles," one of my hobbies, also increased significantly, and I even had the opportunity to participate in design work for the sneaker brand 'NIKE,' which I had been collecting since high school. All of this made me very happy.
▼Mr. Iwase designed the alien football villain "THE SYSTEM" for Nike's FREEDOM FOOTBALL advertising campaign.
Image credit:WADROCK
Toy People: How did you start releasing your own designed toys?
TOKYOGUNS: Around 2003, a toy manufacturer in Hong Kong invited me to be a product designer. At that time, I incorporated my interests and favorite fashion elements into the designs, ultimately launching toys (soft vinyl figures) that exuded a street vibe and were exactly what I desired in my heart.
▼TOKYO GUNS toy released in 2003.
Toy People: Please share with us your very first toy creation!
TOKYOGUNS: This is a character designed for the performance venue "Akasaka BLITZ," produced around 1999. Although it was just a small keychain, I was truly moved the first time I saw a character I designed become a three-dimensional product.
▼Mr. Iwase's official character "b" designed for Japan's live music mecca, "Akasaka BLITZ."
Image credit:ラクマ
Image credit:TOKYOGUNS.COM
Toy People: Please share your experience with us on how to create an excellent soft vinyl toy?
TOKYOGUNS: For me, it's probably about pursuing what I love. I still commission sculptors to create prototypes, but it's crucial to ensure they fully understand my style and taste. While sticking to my demands is important, being able to clearly explain those demands and ensure they understand is also a key point.
Toy People: Could you share what your studio looks like?
TOKYOGUNS: Illustration and computer-related work are mainly done at home. My studio is small, and as I get involved in more projects, my works tend to get a bit scattered.
I specifically made a display rack for my sneakers so I can easily access them. As for soft vinyl toys, although I do the painting myself, the process can get messy, so I rent another apartment room specifically for painting. The walls there aren't afraid of getting dirty, so I can create with peace of mind.
Toy People: Among all the toy figures you've created, Mr. Iwase, which one is your favorite? What's the reason? And which piece left the deepest impression on you during its creation?
TOKYOGUNS: My favorite is this time's Kaiju Sneakerheadz toy. Although the toy figures made in Hong Kong were also good, I had to compromise in many areas due to language and understanding barriers.
The design and production process for Kaiju Sneakerheadz was extremely challenging, and I even considered giving up at one point, but I'm truly happy that it was successfully launched in the end. Since I had no prior experience painting soft vinyl toys, the process of preparing tools from scratch and mastering the techniques was very difficult. But precisely because of this, seeing my own work, created by my own hands, finally delivered to customers, my love for this toy is especially deep.
Toy People: What methods do you usually use to find inspiration?
TOKYOGUNS: Most of my inspiration comes from street culture and fashion. I often add a seasoning called "social satire" to my works. At the same time, I'm also good at combining things I love to create new things, like Kamen Rider and sneakers.
▼BANDAI's trendy brand "HENSHIN BY KAMEN RIDER," themed after Kamen Rider, was also designed by Mr. Iwase.
Image credit:プレミアムバンダイ
Toy People: Besides your own creations, do you collect other toys? Have you been particularly fascinated by any toys recently?
TOKYOGUNS: I like Heisei Kamen Rider and Gundam toys. For Gundam, I don't have all of them, but I collect some interesting model kits and finished products. However, because I don't have much time to build them, many have become "pile of shame" models. For Kamen Rider, I collect several Real Action Heroes series action figures from MEDICOM TOY. Since I like machinery, most of my collection consists of robot-type toys. I also enjoy playing with old Japanese toys, such as kendama.
Toy People: Besides your creative activities, what are your hobbies and interests?
TOKYOGUNS: Since most of the things I love have become part of my work, work is an extension of my interests. I enjoy playing with my beloved dog. I also love driving and enjoying my time behind the wheel, often taking my dog and family on road trips, which makes me feel very happy.
My wife is also a designer, so we often visit exhibitions and read design books together to ensure we continuously absorb new knowledge.
▼Mr. Iwase's beloved dog, "Gabu-kun".
Image credit:takumi_iwase
Toy People: Please share with our readers the creative secrets behind "Kaiju Sneakerheadz"~
TOKYOGUNS: I've always loved and collected boots and sneakers. Since I used to ride motorcycles frequently, I bought boots ranging from "RED WING" to "White's Boots," and sneakers from NIKE to VANS and CONVERSE. Now, my shoe cabinet is full of my shoes. In fact, the original concept for the Sneakerheadz series was drawn over 30 years ago.
▼Mr. Iwase and his beloved 1960 Triumph Bonneville T120 motorcycle.
Image credit:Instagram
Later, this idea was used when I designed tour merchandise for a punk band, becoming an illustration of a CONVERSE shoe monster. Simultaneously, under my own brand "MADSTEP," this series was designed and sold as silver accessories like pendants and keychains. In these works, each boot or shoe transformed into a monster with its sole peeled open, revealing a huge mouth.
Since avid collectors of sneakers are called "Sneakerheads," I added bodies to my previous sneaker monsters and produced and sold the "Sneakerheadz AJ" mini sofubi series in 2019. This is a small sofubi figure, approximately 12 centimeters tall.
▼Sneakerheadz AJ.
Image credit:TOKYOGUNS.COM
Due to the recent sneaker craze, I had the opportunity to participate in group art exhibitions related to sneakers. Every day then, I felt that the waves of sneaker fever, transcending eras, swept in like giant tsunamis, much like a monster that causes huge waves every time. Thus, I drew concept art for "Kaiju Sneakerheadz" rampaging through the streets of Harajuku.
Image credit:TOKYOGUNS.COM
At that time, I was also designing sofubi models for Bandai's "Godzilla series," and I felt that, just like the products I designed for Hong Kong manufacturers in the past, using "slightly larger sofubi models" would bring a stronger sense of ownership and satisfaction. Furthermore, the term "KAIJYU" was becoming widely known through films like "Pacific Rim," which made me believe this series might also be popular overseas, so I decided to create "Kaiju Sofubi."
▼Mr. Iwase participated in the design of BANDAI's brand 'Fantazzzy TOYS' under his English name "TAKUMI IWASE".
Image credit:プレミアムバンダイ
Since larger sofubi production costs were much higher than before, I sold my beloved car and sneakers to raise funds. I readjusted the body proportions, including the sole details and the cute, approachable image from the original illustrations, ultimately giving birth to the current "Kaiju Sneakerheadz."
Toy People: What do toys mean to you?
TOKYOGUNS: For me, a toy is a toy, but it is also the crystallization of dreams and creation, a "small happiness" that serves as a source of inspiration and brings joy. Using toys as an opportunity to re-examine known things and the world, we can acquire more seeds containing infinite possibilities.
In this exclusive interview, we delved into the creative journey and inspirations of Mr. Takumi Iwase of "TOKYOGUNS," feeling his boundless passion and dedication to design. Toy People will collaborate with "TOKYOGUNS" to launch a Toy People exclusive edition of the "Kaiju Sneakerheadz," with lottery sales now open for registration! This limited edition sofubi monster, full of creativity and personality, is absolutely worth collecting for all collectors!
Follow TOKYOGUNS' latest creations!
→ tokyoguns_artwork
→ TOKYOGUNS.COM