The theme of this issue is "Shanghai work styles". the MAD HATcher brand and N3XISM STUDIO founder Huang Yi had the honor of being interviewed by the Japanese magazine "Ketchup".

Keep on trying new ways. Always exploring new paths, still considering and constantly trying.

Brand identity is not created in meetings, but is formed over years of operation.

The hats, shoulder bags, and backpacks from "the MAD HATcher" reflect designer Huang Yi's personality: natural and simple, but also serious and gentle. Listening to his story in the studio away from the city center, this is the impression I got.

Shanghai Workstyle

I didn't know about the existence of "the MAD HATcher" until recently, even though I haven't seen any advertisements or stores. Perhaps it is because the people I follow are using it, or someone recommended it to me. I originally thought that this studio must be in a fashionable area, but in reality, the nearest subway station is Dabaishu Station on Line 3. Oh, where is that?

"I chose this place because it has the cheapest rent within the inner ring of Shanghai (the elevated road that surrounds the city center), and it can also be used as a warehouse. Since few customers come here, it's quite suitable for us."

Huang Yi founded "the MAD HATcher" in 2013. He originally ran a skateboard specialty store but wanted to work in design, which he studied in college, so he switched careers. At that time in Shanghai, outdoor accessories in the city were relatively rare, so they were very popular, and the company quickly took off.

"We don't give materials and parts to factories, we purchase everything ourselves and only entrust the factories with processing. That's why the office is full of things. Although product development is very particular, I myself don't follow trends much (laughs). The design styles are also very different, maybe because this experiment has been going on for a full 10 years, so I'm still constantly thinking. The demand also changes every year, and I haven't set any goals. Maybe it's better not to set specific concepts and goals."

After the interview, Mr. Huang Yi said, "I'll see you out." I thought he would escort me to the elevator, but he walked me all the way to the building entrance and even onto the street. As we walked, he told me that he was going to Okinawa the day after tomorrow. His wife, Xiao Pei, is also involved in the operation of "the MAD HATcher" and lives in Okinawa, so he is also going there. He seemed happy to tell me that the apartment they rented is next to a skateboard park in Naha City.

Before the COVID-19 pandemic, "the MAD HATcher" products were also popular in the JOURNAL STANDARD store in Tokyo. He seems to be considering re-entering the Japanese market. He said, "The clothing industry in Japan has a unique sense of rhythm." I hope that Mr. Huang Yi can continue to design naturally and effortlessly.

1. Reception area. Although the furniture and appliances are said to be bought randomly, they are cute and perfect.

2. Waterproof outdoor hats under trial production. Foldable and can be stored in a bag.

3. There are 6 employees, and they don't play background music because they're too busy and their attention is not on music.

4. A pile of waste paper with design sketches drawn on them. The designer first sketches by hand to conceptualize the design.

Who is "Ketchup"?

Huang Yi is from Shanghai and is the designer of the "the MAD HATcher" brand, designing accessories such as hats and bags. The products are sold in boutiques in major cities in China, such as Element, as well as on Tmall, Taobao, and the official website (https://themadhatcher.online.com). Instagram: @themadhatcher_official

"Ketchup" is a Japanese magazine about Shanghai.