Behind Sugar&Co’s Success: Part Two of Our Conversation with Shinya Takahashi

Established by Shinya Takahashi in 2020, Sugar&Co was built on a solid foundation of years of experience in the denim industry. The brand balances its identity by respecting denim’s legacy while while expressing denim in a new way. Instead of offering just another five-pocket pair of jeans or type III jacket, Sugar&Co goes beyond the ‘normal’, creating incredible new designs in amazing fabrics.

After falling in love with Sugar&Co at first sight, we reached out to owner Shinya Takahashi for a deep-dive Q&A. We sat down with the guy who created a unique concept in the Japanese denim industry, and with each answer we grew more convinced that he is ready to conquer the denim community worldwide with his fantastic designs.

The answers he gave us were so detailed that, when we had the entire conversation down on paper, we decided to cut the Q&A into two roughly equal pieces. In the first part of the Q&A, which you can read here, we looked into the life of the man behind the brand. We zoomed in on how we met in Berlin earlier this year and we spoke about where Shinya finds his inspiration which shaped the identity of Sugar&Co.

Today, in part two of our Q&A with Shinya Takahashi, we’ll zoom in on Sugar&Co, learning more about how and why he started his brand. We asked him to pick his top three favorite items—quite a hard decision. We hope you enjoy our conversation with Shinya. After reading, make sure to have a look at their website and give him a follow on Instagram!

Robin: What inspired you to start SUGAR&CO, and what were the first five years of building the brand like?

Shinya: Ever since I entered this industry, I’ve always had a vague desire to create something of my own. That feeling became much stronger while I was working at FULLCOUNT. As I introduced our products to customers, I could feel how deeply people appreciated and were moved by them. It was inspiring to witness how a single piece of clothing could touch someone’s heart.

That experience made me realize that, if I could create something under my own brand, something that came entirely from my own ideas, I might be able to see an even more beautiful view. The thought of my creation reaching someone I’ve never met and becoming a small part of their life grew stronger and stronger over time.

One day, the owner of a sewing factory I had been working closely with told me, “One of the rooms in the factory is empty. Why don’t you start something here?” Around the same time, I spoke with my father, who used to run an electronics store. He told me, “In life, there are only one or two moments when you truly feel ready to take a big leap. If you feel that moment is now, you should go for it.”Those words gave me the courage I needed to start Sugar&Co.

Actually, even while I was still at FULLCOUNT, I had been secretly working with a few friendly fabric mills and factories for several years, making samples of denim and sweatshirts that matched my vision—without telling my boss, of course (laughs). So by the time I launched the brand, I already had a lineup in mind, and I thought things would move along smoothly.

But the day after I officially registered the company, Japan confirmed its first case of COVID-19. Suddenly, the world was in chaos. I had planned to travel around Japan to show our samples to shops, but with the pandemic spreading—especially from Osaka—it became impossible to visit stores in other regions. It would be quite a while before we could show our products to retailers in person.

Still, I kept sending samples by mail, following up through emails and phone calls. Eventually, five shops showed genuine interest in Sugar&Co. Those five shops supported me during an incredibly uncertain time. Even now, these shops remain very special to me.

For the next three years, it was difficult to make big moves, but little by little, more stores began carrying our products—about twenty in total. In our fourth year, we held our first independent exhibition in Tokyo and Osaka and we exhibited at UNION in Berlin, Germany for the first time.

Up until then, our main item (the Daddy’s Pants denim slacks) had been made using non-selvage denim to achieve a clean, glossy, and flat look. But, through the experiences of domestic and overseas exhibitions, I realized that in order to take Sugar&Co to the next stage, we needed to develop our own selvage denim. After much trial and error, in our fifth year, 2025, we finally completed our new model: the Gentle Pants.

Now, my goal is simple: to have as many people as possible around the world wear and enjoy the Gentle Pants. Through Sugar&Co., I want to share our passion for craftsmanship with denim lovers everywhere.

Robin: Could you describe SUGAR&CO for us? What is the brand’s philosophy, and what sets it apart from other Japanese denim brands?

Shinya: The name Sugar&Co. embodies our wish to create pieces that become more cherished over time—items that grow so close to the wearer they eventually become an inseparable part of their life, like sugar. Every Sugar&Co item shares one essential concept: it evolves with wear.

As each person wears our garments, their lifestyle, rhythm, and habits naturally leave a trace, shaping the piece into something uniquely their own. We want people to enjoy that process, to let their clothes mature alongside them. This philosophy is expressed in our concept: “BECOME MORE DELICIOUS” (i.e., get better, more flavorful, with time).

While many Japanese denim brands are rooted in heritage and workwear, Sugar&Co proposes a more contemporary approach: creating clothing for real, modern life. We respect the history and backbone of vintage wear, but reinterpret it into pieces that blend seamlessly into contemporary lifestyles.

Our goal is to craft everyday wear where comfort and elegance coexist—clothing that feels effortless yet quietly special. Each item carries the spirit of Japanese craftsmanship expressed through a more relaxed and modern sensibility. Rather than chasing perfection, we value sincerity.

Our work is not about following trends or reproducing the past; it’s about reimagining it. I’ve been equally influenced by vintage culture and by Tokyo’s street culture, especially the URAHARA movement, Japan’s own form of counterculture. That’s why, instead of recreating classic five-pocket jeans or traditional vintage garments, we reinterpret their essence in a different way. This counterculture spirit—the desire to express authenticity through originality—is what truly sets Sugar&Co. apart from other brands

Robin: What signature details define SUGAR&CO’s garments?

Shinya: One of the most distinctive details of our trousers is the elastic waistband. This feature is common across almost all Sugar&Co. pants. Rather than providing the strong stretch of a sweatpant-style waistband, ours offers just the right amount of flexibility—a subtle assist for comfort.

Unlike standard jeans, Sugar&Co. trousers incorporate many elements of traditional slacks. The pattern is designed with a three-dimensional structure to create a clean and elegant silhouette when worn. Because of this tailoring approach, which prioritizes appearance over freedom of movement, the waist area can sometimes feel restrictive compared to workwear-inspired jeans. To resolve this, we use an elastic waistband that delivers exceptional comfort without sacrificing style.

More importantly, what we truly value is the balance of the silhouette. A waistband with too much ease can easily distort the overall line. By integrating a subtle elastic function, we ensure a consistently beautiful shape across different body types. This detail was developed purely to achieve a refined, well-balanced silhouette. Some may initially find the idea of elastic in denim unusual, but we’ve intentionally kept it understated and natural. Once you try them on, you’ll immediately feel the effortless comfort and refined fit that define Sugar&Co. trousers.

Robin: Earlier this year in Berlin, I had the chance to see and feel your collection, and I was impressed by the fabrics. Where do you source them, and are they made exclusively for SUGAR&CO?

Shinya: At Sugar&Co., we believe that the true essence of an item lies in the fabric; it’s what brings out the full potential of every piece we create. That’s why it means so much to us when people can actually feel that quality through our products.

Almost all of our fabrics are produced here in Japan. For denim and chino fabrics, we work mainly with mills in Okayama and Hiroshima; for shirt fabrics, Niigata and Hyogo; and for cut-and-sew materials, Wakayama. Each fabric is carefully developed in the region best suited to its characteristics, and most of them are original textiles made exclusively for Sugar&Co.

We’re aware that our garments are priced higher than ordinary clothing. That’s precisely why we focus on longevity, character, comfort, and durability—qualities that allow our customers to wear our pieces for years, watching them age beautifully over time. To achieve that, we consider fabric selection one of the most important aspects of our craftsmanship.

Across Japan, there are traditional looms that reflect each region’s history and skilled artisans who continue to preserve them with pride. It’s thanks to these craftsmen, and the heritage they uphold, that Sugar&Co. is able to create the garments we do today!

Robin: With such a large collection, this might be a tough choice, but which three garments are your favorites, and why?

Shinya: That’s a tough question since our collection covers a wide range of styles. But if I had to pick three favorites, the first would definitely be our Gentle Pants, a piece that truly represents the essence of Sugar&Co. Unlike a classic five-pocket jean, these pants follow a slacks-style silhouette—clean, elegant, and versatile. They’re made from an original selvedge denim woven with Supima cotton, which ages beautifully over time, developing fades and character much like vintage denim. What makes them special is the contrast: a pair that looks refined like slacks, yet can be worn until it becomes soft and lived-in. That’s our idea of enjoying denim in a new, distinctly Sugar&Co. way.

The second item I’d choose is the Box Shirt, which we’ve been producing for several seasons now.
My personal style roots go back to the Pendleton board shirts—an icon deeply connected to the surf and skate culture of the 1970s. That spirit still lies at the heart of my aesthetic today. We reinterpreted that classic shirt through the Sugar&Co. lens, using 100% cotton instead of wool to achieve better comfort, breathability, and easy care for daily wear. The fabric is woven in Niigata by skilled artisans using a traditional Mikoyori three-ply twisting technique, giving it a depth and texture that rivals wool.
Each season we update the pattern and weave variations, so I hope people take the chance to experience the fabric firsthand.

And finally, I’d pick the Daddy’s Chino—our take on the classic chino. While many brands build theirs around a military heritage, Sugar&Co. draws inspiration from the American traditional and Ivy culture of the 1970s (a blend of sophistication and playfulness). The fabric recreates the feel of vintage 1970s Ralph Lauren chinos, featuring a softly brushed surface and an original weave that balances structure with comfort. Among our pants, this model has a slightly wider silhouette, but the elastic waistband and two-tuck design ensure both an easy fit and a beautifully balanced shape. Alongside the Gentle Pants, the Daddy’s Chino stands as one of Sugar&Co.’s signature pieces.

Robin: What are your plans for the future, and where do you see SUGAR&CO in the next five years?

Shinya: Over the next five years, our focus will be on strengthening our foundation in Japan, refining both the quality of our craftsmanship and the way we communicate the Sugar&Co. worldview.

At the same time, we plan to update our products for the global market, making them easier to present and distribute overseas while staying true to our roots in Japanese craftsmanship and material excellence.

Our goal is to build and share a distinct Sugar&Co. denim culture that resonates not only in Japan, but also with denim lovers around the world. Beyond that, we’re also developing a new project that looks toward the next 10 to 15 years—a line that inherits the spirit of Sugar&Co. but takes a more focused, high-end approach. It will be a simple yet deeply considered collection, centered on craftsmanship, fabric, and silhouette—stripped of excess, but rich in essence.

Like the timeless denim brands that came before us, we want Sugar&Co. to grow into something that transcends trends—a brand that walks alongside the people who wear it, evolving in character and beauty with every passing year.

Sugar&Co Making Waves in Japan and Abroad

Not even five months after meeting Shinya in Berlin for the first time, we’ve added about half of the pieces in the brand’s collection to our shelves. Whether we’re talking about their pants, their shirts, or their sweats, all these garments are outstanding in terms of quality fabrics, unique details and comfortable silhouettes. We can say from experience that Sugar&Co is truly making garments that you don’t want to take off!

Sugar&Co has been making big waves in Japan in their first five years, and they’re now taking their first steps into the overseas market, especially Europe. Their unique approach and bold designs, that go beyond five-pocket jeans, are exactly what the crowded denim market needs. Head over to Sugar&Co’s webstore to learn more about their collections and make sure to give them a follow on Instagram!