Uniqlo Hawaii rendering

TOKYO — Fast Retailing has hired Takahiro Kinoshita, the former editor in chief of men’s fashion and culture magazine Popeye, to manage Uniqlo’s overall creative communications. Kinoshita will oversee everything from messaging, branding and marketing to store communications and product design.

A spokesman for Fast Retailing said Kinoshita will be based in Tokyo, but will work closely with Uniqlo’s global marketing team, as well as with John Jay, president of global creative for Fast Retailing. Jay oversees the creative side of all Fast Retailing’s brands, while Kinoshita’s focus will be on Uniqlo. The position Kinoshita fills is a newly created one.

“I am extremely pleased to welcome such a distinguished and talented editor as Mr. Kinoshita,” Tadashi Yanai, Fast Retailing’s chairman, president and chief executive officer, said Tuesday. “To grow Uniqlo into a truly global brand, information editing capabilities are more important than ever before. Mr. Kinoshita has connected with the world through his work at Popeye, and now at Uniqlo I hope he will shape and convey the positive aspects of Japan on a global scale, and the positive aspects of the world to the people of Japan.”

Kinoshita was Popeye’s editor in chief for about six years beginning in 2012. The influential publication launched in 1976 as a “magazine for city boys,” and has been instrumental in helping launch various American fashion and cultural trends in Japan.

“Uniqlo is already the face of Japan,” said Kinoshita. “People everywhere are interested in what sort of expression Uniqlo makes, and I hope to ensure that Uniqlo always shows a positive face both in Japan and around the world.”

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