Delivering what you want to sell, not just what sells.

Trends and competitors don't matter. I want to choose things that I can say, 'I want to sell,' not just 'It seems like it will sell.' I want to convey the feelings of the people behind the products.

Let me share how Dice&Dice is trying to be a certain kind of place, incorporating the words of the staff who stand on the front lines every day.

I don't choose products just because they are trending

I joined Dice&Dice as a part-timer at 19 and have been involved with this store for 27 years. After going through various roles such as sales, inspection, graphic production, sales, and buyer, I am now involved in the overall operation of Dice&Dice as a director. Since the store's founding in 1989, there has been a philosophy of not choosing products just because they are trending or seem like they will sell. What I learned from my predecessor is to propose only those products that I can be confident in their essence.

The characteristic of Dice&Dice is that both the store and EC are operated by the staff themselves as a team. From model shoots to product shipping and communication on social media, everything is handled by the team. Mr. Fuji, who has been entrusted with the design direction of the original brand in his 15th year, and Mr. Karashima, who is active as a shop manager and buyer in his 12th year, are supported by reliable veterans, and each member has responsibilities beyond customer service, contributing to the operation.

We come to work at 10 AM and handle online store photography and shipping until noon. After that, we open the store from 1 PM to 6 PM (until 7 PM on weekends). Although our operating hours are shorter than a typical select shop, I believe that if we propose with confidence, customers will definitely come.

We are also committed to conveying the background of brands and designers through talk shows and interviews, not just at the store. The wall on the second floor is lined with signatures of designers and artists who have visited. While focusing on clothing, we also innovate in how we communicate, frequently holding pop-ups where designers are present. We create opportunities for customers to meet and converse directly with designers. By communicating from a different angle than the brand, I believe we create a reason for our existence.
Of course, the most important thing is for customers to enjoy themselves, but I also believe it is equally important for the brands to enjoy themselves. I want to be an indispensable presence for both brands and consumers. That is my wish.

The moment the passion reaches

“When I came in as a customer, I learned not only about clothes but also various other things. As I went through my job search, I began to think that what I really wanted to do was work here. Initially, I started as a part-timer while also working in the food industry, but now I am responsible for multiple brands as a full-time employee.” — Okamoto

What I cherish is the phrase, 'Selling culture, not clothes'

“I’m not sure if I heard it from someone or read it in an article, but I felt it was a phrase that symbolizes this store. It’s not just about explaining products, but conveying the stories and worldviews behind them. That’s where I find the most fulfillment in this job.” — Okamoto

The first brand I was in charge of that left an impression

“The customer service from the brand representative was truly wonderful. So, when I tried to convey it to customers as if I were that person, they were very pleased, and the brand grew to be sought after by many customers within Dice&Dice.” — Okamoto

Seeing Okamoto's attitude, I appointed him as the brand representative

Okamoto is someone who loves the stories embedded in clothes and things. We have a teaching from our predecessor that says, “Aim for 200 points in what you are good at, and average points in what you are not.” I believe that Okamoto's ability to convey with passion is his 200 points.

Opportunities to learn directly from designers

“Everyone is very attractive, and I often learn from a different perspective. Since opportunities for customers to meet designers at the store level are rare, I want to stand in between and bridge the gap effectively. And to convey the goodness of the products in my own words. The joy of when that message reaches is what drives me in this job.” — Okamoto

The view from outside the store, the scenery visible from within

Ms. Matsuzaki joined Dice&Dice last summer, prompted by a staff introduction.
“I was introduced by a friend, and when I actually visited the store, I was drawn to the atmosphere that values not just selling clothes, but also the background and stories of the brands. I naturally began to want to work here.” — Matsuzaki

“Honestly, when I looked from the outside, there was a bit of tension, and I had the impression that it was hard to enter alone. But when I actually worked here, the warmth and distance of the people were very comfortable. The atmosphere among the staff is also soft, and it feels good.” — Matsuzaki

Running the store and online as a team

“I feel that the store staff and EC staff are truly working as a team. It’s not about placing items just because they are trending, but rather that we are placing things that we genuinely believe are good.” — Matsuzaki

Impressive customer service from senior staff

“Senior staff naturally pick up on the unspoken discomforts and preferences of customers from conversations and make suggestions. Watching their customer service made me realize how articulate they are about what they want to sell, and I felt they are true professionals.” — Matsuzaki

The positive influence Matsuzaki brings

She has a gentle demeanor and is very thorough in everything she does. She handles a wide range of tasks, from customer service to detailed administrative work as a model. Just having her around naturally brings smiles and creates a good atmosphere. This “unspoken air” in store operations is a wonderful talent.

Clear goals

“I want to be able to explain the value of products in my own words more. My goal is to become a staff member whom people think, 'I want to consult with this person.'” — Matsuzaki

A new phase for Dice&Dice

Currently, the store operates on the first and second floors, and in addition to customers from Fukuoka, we now have many customers coming from outside the prefecture and even overseas. Not only are we selecting items, but we have also started our own production, steadily expanding our scale.

Honestly, the current building is becoming a bit cramped. We are considering opening a second and third store within Fukuoka Prefecture in the future, and we want to steadily expand the culture of Dice&Dice to a wider stage.

At Dice&Dice, we are not just looking for additional personnel, but for people who can strengthen the team further and create the next era together. As mentioned earlier, our basic stance is, “Aim for 200 points in what you are good at, and average points in what you are not.” I hope you will master a range of tasks first and then discover where your strengths lie.

Stand at the store, interview the background of the brand, articulate its charm, and deliver it to customers. Choose things that will reach someone's life through the EC screen. Deepen relationships with designers and plan new pop-ups. There is not just one role. However, what is common to all staff is the pure passion of wanting to convey this product.

Dice&Dice has continued to disseminate culture from Fukuoka. And now, we are looking for companions to further grow that culture. Delivering not just 'things that sell' but 'things that we want to sell.' I would be happy to work with those who resonate with that attitude.

If you are interested, please come visit the store once. Please feel free to talk to the staff. I hope you can actually feel the atmosphere of the store.