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I am a freelance writer for newspapers,magazines as well as a journalist for TV.
I am from Tokyo, Japan and have been living in Los Angeles since 1990.

#238- Silver Lake (L.A.) = Hipster [MATHIASEN/Concept Los Angeles] (@SENKEN-SHIMBUN /daily newspaper for fashion business)

After I wrote a column about Silver Lake theme story for Senken-Shimbun website (a major fashion trade newspaper in Japan, similar to WWD and California Apparel News), I visited the Wikipedia page about “Silver Lake, Los Angeles” to make sure the spelling (“Silver Lake” is not “Silverlake”).

As I am Japanese, I am a writer and not a native English speaker, I always triple check for spelling and information for my work.

And I always learn something every day.Today, Yes, I found the interesting information!

Wikipedia page says, “During the 1930s, Walt Disney built his first large studio in Silver Lake at the corner of Griffith Park Boulevard and Hyperion Avenue, now the site of Gelson's Market. As consequence, the name "Hyperion" is of great significance to the Walt Disney Company, with many company entities carrying the name, such as Hyperion Books and the Hyperion Theater in Disneyland.”

Wow… I didn’t know about this. Now I feel like…my “Gelson’s Market” is a special place more than before… they have a special history about their land…! Nice!!

My “Gelson’s Market” (I only shop at this super market. No more “Trader Joe’s” for me, because the customer service girl of “Trader Joe’s” said to me in March 2011, “if you don’t trust us, don’t shop at us!”)… Anyway, “Gelson’s Market (at Los Feliz & Silver Lake location) is my store.

Anyway+Anyway, I would like to share my column with you.I translated the column into English from Japanese below. I hope you learn something from it too. Enjoy!


On Senken+
Updated on April 9, 2014 (in Japan)

“I Love Los Angeles by Yoko Fujimoto” (title of my column series)     

By Yoko Fujimoto
Writer in Los Angeles

Title of the new column: Silver Lake (L.A.) = Hipster

Between downtown L.A. and Hollywood, there is a town called “Silver Lake”.

“If I describe Silver Lake for one word, it’s a ‘HIPSTER’ (this word is popular in the American online dictionary ‘Urban Dictionary’. This word means ‘a young person who follows the latest trends and fashions’)”, Mr. Matthew Mathiasen who is a new fashion designer answered quickly.

Many independent creators such as fashion designers, musicians, actors, artists, writers etc. are living in Silver Lake. Especially the street of Sunset Junction which has unique boutiques and cafes is a cutting edge hot spot in L.A.

The Pool Trade Show which is being held twice a year in Las Vegas and exhibits many new comers’ products was born in this town.

It's not too much to say that you can find the cutting edge things, goods and people in here.

Mr. Mathiasen showed the collection of his lady’s brand “MATHIASEN” ( at the fashion show “Concept Los Angeles” in Silver Lake in mid-March.

The theme of Fall/Winter 2014 of “MATHIASEN” is ‘Tough Woman”. Dress and coat which made of cotton (it looks like a wool) is very easy to care of. These are for people who are looking for a casual, but sophisticated fashion, perfect materials and styles.

Mr. Mathiasen had been trained at stores “Abercrombie & Fitch” and “Betsey Johnson” etc. “I love L.A. because it’s a laid-back city” he said about L.A. He is becoming the forefront of fashion products from L.A.

Photos captions:
(As you know, I don't want to put photos in my blog due to copyright issue etc. If you want to see photos, please visit at

Photo 1:
At the “Concept Los Angeles” ( This show was held in Silver Lake in mid-March during the Fall/Winter 2014 L.A. Fashion Week. This photo is from the collection of Fall/Winter 2014 “MATHIASEN”

Photo 2:
At the “Concept Los Angeles”. Mr. Matthew Mathiasen who is an owner & a fashion designer of “MATHIASEN”

Photo 3:
At the “Concept Los Angeles”. Some photographers and reporters of “Los Angeles Times”, “WWD” and “California Apparel News” in Los Angeles

Photo 4:
At the “Concept Los Angeles”. Pink& red, purple & blue, they are very attracting bright colors combination. “Camelia Skikos” (

Photo 5:
At the “Concept Los Angeles”. Novelty and Sexy, these words are fit for the L.A. brand “Wayward” ( Fall/Winter 2014 collection is inspired by the Fula tribe in Africa (Photo / ©Wayward)

Photo 6:
At the “Concept Los Angeles”. Mr. Mike Vensel who is an organizer of Concept Los Angeles is also a designer of “Mike Vensel”. A poncho is made use of in a dress. It’s a L.A.ish idea.


I found out that there is also a wonderful history of the place (Mack Sennett Studios) where was held the Concept Los Angeles.
Here is the information from the Mack Sennett Studios.

Mack Sennett Studios is one of the most unique stage and still photography rental studios in the world. Built as a silent movie studio in 1916 by legendary producer Mack Sennett, this Los Angeles landmark has played host to countless productions for film, television, advertising, music, fashion and art industries, as well as large-scale events. Over the past 100 years iconic clients such as Charlie Chaplin, Bing Crosby, Universal Pictures, Michael Jackson, Adidas, Nordstrom, Halston, Miramax, Dr. Dre, BBC, Martin Scorsese, Leonardo DiCaprio, Mitsubishi, Pharrell Williams, Justin Bieber, Beats by Dre, David Lynch, among others have graced these well-known stages.”


I hope you enjoyed my blog.

By the way, are you a hipster?

By Yoko Fujimoto
Los Angeles April 9, 2014
Copyright © 2014 Yoko Fujimoto 

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******** My Japanese blog :

From LA by 藤本庸子      




*** 米国でも多くの人が心を痛めており、皆様のご無事を願っています




*** 米国在住の私に出来ることを考えてみました


#272- Happy employees make happy customers

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Last October when I bought gift items (for myself and friend who visited this store together) at RAINS in Ojai, I was very surprised by that RAINS has a complimentary wrapping service (all Japanese department stores have a complimentary wrapping service in Japan). I was smiling on the way back to my home after I shopped at RAINS.

This spring when I heard about some Japanese department stores in country side are closing business and their towns became like a ghost town, I thought I want to find out why RAINS is doing well, and I wanted to inform some great news about RAINS to Japanese readers who are struggling in their business.

I’m glad that I did it. I met a wonderful CEO of RAINS (Mr. Alan Rains) and found…