Where the Name Came From?

When I started my fashion brand, I never thought about using my real name or creating a typical fashion brand name.

I wasn't searching for a clever name or trying to build a concept around it.

The name appeared naturally, in much the same way my work does.

BLABLAHOSPITAL.

It was not a name I carefully designed as you see...

At that time, I never imagined that I would continue with this name for years and years.

Maybe that is why I could choose it so naturally.

I was simply creating from the moment I was living in.

How the Name Changed

Over the years, I have noticed something...

The way people called BLABLAHOSPITAL changed depending on the place, the time, and the people around it.

When I returned to Japan, people started calling it "Brahosu" (ブラホス).

At first, I wasn't used to hearing my brand called by a nickname.

But now, when I hear "Brahosu," I remember a certain time and the people connected to it.

It became another part of the story.

 

In my London time, 

Some people called it "BLABLABLA.... HOSPITAL." so many blabla!

Others simply called it "BLABLA."

I liked this one as a nick name!

Also sometimes press, emails, or documents had different spellings.

NAMES ARCHIVE

BLABLABLA HOSPITAL
Plablahospital
BRABRA HOSPITAL　(Only happened in Japan... Oh no!!)
BlaBla　Hospital
BLABLA
Brahosu / ブラホス

...and probably a few more.

The Official Name

So, what is the official way to write the name?

The answer is:

BLABLAHOSPITAL　

This is the spelling I use now 2026

No spaces and I love seeing it written in capital letters.

(Even though some of my clothing labels were written in lowercase letters or different styles)

But maybe the other versions were never wrong. They all became memories of the people and moments connected with this brand.

A brand is not only a logo anyway.

I want BLABLAHOSPITAL to continue growing through people, places, and time!

Things Waiting Inside

There are always many things lined up inside my head.

Some appear very clearly, with shapes and forms.

Others are only colours, textures, or a certain feeling.

I run a fashion brand where I basically don’t draw design sketches.

I take the images inside my head and bring them into the real world through fabric and sewing machines.

Sometimes, the shape appears little by little while I am sewing.

Right now, my head is full of many things.

I can't really say they are “ideas.”

More like… something that hasn't been born yet.

It feels like everything is stuck in traffic, waiting in line.

But this “traffic jam” is not simply a collection of things I have seen.

 

A Bird That Didn't Join the Line

Today, I had a vivid dream.

A bird with a gentle fawn-like face and a peacock-like blue-green colour.

Beautiful, bright colours.

Gentle, but somehow… Ewww!

It sat on my shoulder, and when it pecked me, the feeling was strangely like a massage.

This creepy little creature was somehow a massage therapist… or maybe a chiropractor.

Honestly, it was such a strange dream, but dreams are always weird.
I'm not weird, let's blame the dreams.

 

The First One to Come Out

And even after having such a strong dream, this bird is not part of the imagination traffic jam (yet).

I don’t know where this traffic comes from.

Maybe it comes from dreams.

Maybe from things I have seen, memories, or feelings that stayed somewhere inside me.

I don’t really know.

But after this dream, my head was more crowded than usual.

And then, the first thing at the front of the traffic jam was my “original stripe pattern.”

(!!The bird had nothing to do with it…)

In the morning, I painted stripes and polka dots onto fabric with a kind of urgency, almost like something inside me needed to come out.

yes, I created a new freehand pattern!!

Taking what exists inside my head and moving it onto fabric, one by one.

That is the process.

 

A Difficult Question

“Where do you get your inspiration from?”

I always find this question a little difficult.

If I could confidently say,

“It came from a strange bird I saw in my dream,”

maybe that would sound more like a  fashion designer!?

But the truth is... it doesn’t come from one specific place.

If I said,

“Something before it becomes a creation is mixing inside my head, waiting for its turn…”

you might think I am a weirdo.

But that is probably the closest description of how I create.

And when the timing comes, each one slowly becomes a piece.
That's all!

 

Recently, I received a lovely lovely message from one of my patients.

And it made me realize something about the clothes I want to create.

My clothes are not just something to wear.

They can become something special in someone's life.

And that makes me really happy!

I didn't create this brand by deciding on a concept first and building everything around it.

My brand name itself might be proof of that.

 

Let's see the brand name again "BLABLAHOSPITAL" .....Weird!!

 

I was never thinking about things like:

 

Who is my target customer?

What is the best strategy?

 

I simply created what naturally came from my imagination.

 

Maybe my clothes are a form of self-expression.

But they are not only made to tell people,
"THIS IS WHO I AM!" 

They are not made just to be different.

They are not made just to stand out.
(Definitely not!)

They are not about following trends,

maybe not about forcing yourself to create an identity,
or searching for a style.

I believe everyone already has something inside themselves.

Something that was there from the beginning.

But sometimes we forget it.

Sometimes we hide it by adapting to this world we live in.

 

I want to create clothes that allow people to reconnect with themselves.


You already know what you love.

That feeling you once had. That one! yes That one!

The feeling of liking something without needing a reason.

When someone tells me,

“I fell in love with this dress,”


“I just love it. (I can't explain why)”

It means so much to me. 

 

Do you still have that feeling?

YES I do!!!

I want to create clothes that bring you back to something that already exists inside you.

 

I just realized...

None of these Afterwords have dates.

So you'll never know exactly when something was added.

You stop by one day and...

"Oh."

"There's something new."

Hmm, this is so BLABLAHOSPITAL.

Maybe I'm taking the idea of doing things my own way a little too far.

But that's okay.

If you missed an update,

then you missed it.

That's all.

Even during the years when I hardly updated this website,

some people still told me,

"I check back from time to time."

That made me feel like "aaaaaaaaaaaaaaaaaaaaaaa!"

This place isn't going anywhere.

It'll be here.

So feel free to stop by whenever it crosses your mind.

I'm so curious about this "whenever" timing.

What kind of moment makes you feel BLABLAHOSPITAL?

 

After I finished making a headdress, I looked at my table.

I couldn't tell where the headdress ended and the fabric began.

Fabric was everywhere.

It looked like someone had been searching for something.

 

...

Yes, that someone was me.

 

I don't remember making decisions.

I just remember looking through fabric.

I knew what I was looking for.

Looking at the table, I could almost see what had happened.

I must have been pulling fabric out one after another.

I don't remember doing any of it.

It felt like I'd just come back.

 

This happens sometimes.

I finish making something...

and only then do I realize what I was doing.

 

Where was I?

もう【27】と描かなくなっていた
I don't know why I've just written in Japanese!

 

Today I noticed something while painting.

I don't write 27 anymore.

After coming back from London, the number 27 stayed in my head.

It was the bus number I had memorized there.

Whenever I picked up a brush, 27 would appear before I had even thought about it.

I wasn't trying to include it.

It just kept appearing.

About a month later, I realized it had stopped.

Without noticing, I had stopped writing it.

Maybe that number has already left my mind.

Or maybe it has simply gone quiet for now.

I wonder if it will ever come back.

Forecast: Current obsessions

Stripes are returning.  
Ties are returning.

My drawings have become more childish again.

Since I came back from the UK, something is looping back.

 

This isn't a place to explain the clothes.

It isn't a place to explain me, either.

 

A biography can tell you where I was born, where I've lived, or what I've done.  
Product descriptions can tell you how something was made.  

But I've never been sure if those things explain where the work comes from.  

 

Sometimes people ask me why I chose certain colours.

Or why I made something a certain way.

Most of the time, I don't really know.

That's the most honest answer I can give.

If I could explain everything clearly, maybe I wouldn't need to make clothes in the first place.

 

 

Maybe these notes are a little closer.

Or maybe not.

 

I'm still not sure.

 

Anyway...

 

I wanted to write.

So this is where I'll leave these words.

Just a small record after making.

 

Lately, I've wanted to write.

I make clothes, so most of what I do is visual.

But recently, I just wanted to use only words.

Just words.

 

Would that even work?

I run a fashion brand.

What happens if I don't show any pictures?

Can words be enough?

 

Maybe I just got tired of looking at so many images.

 

Photos.

Videos.

Scrolling.

Scrolling.

Scrolling.

... or maybe some things just want to become words.

 

I realised that most of the honest things I write end up in my Instagram Stories.

Maybe that's because they disappear after a day.

I liked that.

Some thoughts belong to a particular moment.

I never felt like they needed to stay forever.

And maybe I also liked that they only reached the people who were already there.

I still do.

But I also wanted a place that's a little quieter.

A place where the words can stay.

I don't know why I felt that.
But I'm already doing it.

 

So... welcome!