Interview: TRONCHI Owner, Ishiko-san

"TRONCHI": A heartwarming space created by a cheerful shop owner

Nestled in a quiet residential area of Gifu City, "TRONCHI" is a select shop run by Rie Ishida (nicknamed "Ishiko"), the owner.
Although it's a select shop, the store, which also features original apparel, offers a relaxing atmosphere where visitors can easily drop by, browse clothes, and naturally strike up conversations.

Ishiko, a graduate of an art university, is loved by many regular customers for her unique sensibility and meticulous attention to detail.
Anyone who watches Ishiko's Instagram live streams, held almost daily, is sure to be captivated.

 

▶ Our encounter with Ishiko was about two years ago.

It was about two years ago... An order for white lace-up shoes came through our online store under the name "TRONCHI." That was the beginning of our relationship with Ishiko. I happened to be handling shipping duties and discovered the name "TRONCHI." I wondered, "How do you pronounce it?" My curiosity led me to search on Instagram...

And what a lovely shop it turned out to be!
At that moment, I secretly harbored a dream of, "I wonder if this shop would carry Swaan," but daily tasks kept me busy, and the thought quickly faded away.

About two months later, a stylish couple came to our showroom for a color order. The wife was wearing white lace-up shoes.

 

▶ It was like something out of a shojo manga...

After trying on various items, the wife said, "I bought these shoes (the white lace-up shoes she was wearing) from your online store... I really liked them, so I was wondering if my shop could carry them? I run a shop in Gifu that handles original apparel and select items~"

That's when it clicked. "It must be TRONCHI!" I thought.

It was like a shojo manga where middle schoolers, unable to confess, let time pass only to realize years later that their feelings were mutual. I still remember that day vividly.

Though it's a long preamble, TRONCHI is hosting a SWAAN4RLBERG event (September 17-23, 2024) to celebrate the 5th anniversary of their relocation to their current store.
This year, we even have a limited-edition design: "TRONCHI × SWAAN4RLBERG"!
Ishiko made the long journey to our Okayama factory, and this is what she created:

 

▶ This time, we interviewed Ishiko again.

Q1. What is the origin of "TRONCHI"?

The name "TRONCHI" comes from the picture book "Majokko Tronchi."
Around 2004, I was making accessories as a hobby, and a select shop I frequented invited me to sell them at their store. That was the trigger.
At that time, I remembered a cherished picture book from my old memories, and I named my shop with the hope that things I create would become as precious to the people who hold them as that picture book is to me.

 

Q2. What inspired you to open "TRONCHI"?

After giving birth in 2006, I sold and took orders for "TRONCHI for Kids" at craft markets and online. However, more and more customers started saying, "I live nearby, so I'd like to pick up the finished product." As a result, I ended up opening a shop in 2013, like a weekend shop. (I was at Yanagase Warehouse for two years.)
Afterward, as my child grew, I shifted from making children's clothes to making adult clothes at the end of 2015.
Now, listening to the voices of customers who gather because they love TRONCHI's original wear, I also fulfill the role of a select shop, handling things I personally like and recommend.

 

Q3. What kind of clothes are TRONCHI's original wear?

Simply put, I freely create using the materials and shapes I love.
The materials are primarily natural fibers like cotton and linen, focusing on comfort and ease of movement. I also aim for designs that can be worn regardless of age, creating clothes that can be worn ten years from now.

 

Q4. What led you to carry Swaan?

A shoe brand I had done business with for a long time went out of business, leaving me and my shoe-loving customers stranded. While looking for new encounters, I learned about Swaan4rlberg through an Instagram ad.
I was drawn to the simple, easy-to-match designs, the wide range of colors and sizes, and most of all, the system that allowed customers to choose and customize colors. To try them out, I first bought a pair for myself.
As expected, no, even more comfortable than expected, I thought, "This is it...!" and asked to do business with them. After meeting the staff and the artisans at the Okayama factory, including the personalities of everyone involved, it has become my favorite shoe store.

Ishiko, who says, "I'm truly happy to have a shop that reflects who I am while feeling the bonds with important people," naturally conveys her smile to visiting customers, creating a peaceful atmosphere in the store.

"TRONCHI" is not just a place to sell clothes; it's a heartwarming space where human connections can be felt.