Interview with Jimmy, Founder of INVINCIBLE “I think to grow myself and the team to grow together, has always been the challenge”

In this issue, we welcome Jimmy who is the founder of INVINCIBLE, one of the top streetwear stores in Taiwan. He reveals the key to running a store and brand. Moreover, Jimmy talks about his experiences before creating his business and how that shaped INVINCIBLE.

Nana : So, how have things been like in Taiwan right now, with COVID-19 and everything?

Jimmy: It’s getting better. We had a soft lockdown and I think now, people are getting used to it a bit more. We’re still on second level alert but people are just, like I said, more gear and probably more coexist with COVID.

Nana : I see. You haven’t traveled recently, right? Because I’ve seen on your Instagram that you used to visit Tokyo a lot before COVID.

Jimmy : No, I haven’t, but I used to be there like 15 times a year.

Nana : Oh my god, you were really the traveler!

Jimmy : Even though I don’t speak a word of Japanese.

Nana : But you’re fluent in English so it’s not a problem.

Jimmy : Yeah, that’s how I get by.

Nana : So can you give me a little introduction about Invincible? The concepts, or the messages that your store has.

Jimmy : I started invincible back in 2007. The concept was to build a store that feels like what I felt when I used to shop in New York, where I used to study. And so, I used to shop at stores like Stussy and supreme back in the days. I think that was the early days of streetwear and was still I guess “subculture”. And so, it didn’t really exist in Taiwan and this was almost 15 years ago. So you know I just wanted to try this out. See if this could work in Taipei. It really started as a select shop. Over the years. I think the market has changed the way that I approach things and strategize has changed as well and so, I’m trying to position INVINCIBLE as more of a brand, not a shop.

Nana : That’s why you have been doing a lot of collaborations lately.

Jimmy : I think these special projects are like a transition period for me. The core of my business is still selling the brands that I love but you know, There’s a different approach from myself and for INVINCIBLE that I want to start in the coming years.

Nana : Interesting. You have been collaborating with brands like The North Face, New Balance, and other top brands in fashion and they have been asking you to collaborate with them. How is that like?

Jimmy : I’m really thankful for all those opportunities.

Nana : It’s just amazing and we already know that INVINCIBLE is one of the most legendary stores in Taiwan and so we want to ask you about how you came up with the name and the initial ideas that you had.

Jimmy : I used to shop at stores like Supreme and these are some of the BIG brands back in the day. They have a commonality which is that they make the shopper feel subconsciously like they’re defeated like they’re supreme and are the best of the best. So, that’s how I approached the name of my store. To have a sense of that “I’m just better than anyone else” feeling.

Nana : Have you had any experiences, before you started INVINCIBLE, where you had worked in fashion and built your foundation?

Jimmy : Through high school, I used to work in the mall. Banana Republic, Abercrombie and Fitch and I guess that’s like my first contact with the retail world. Throughout high school and college, that’s how I made my pocket money.

Nana : So, after that, you decided to create your own store?

Jimmy: I think in between, you know I was doing a lot of parallel imports between the states and Asia. I was selling stickers in my dorm.

Nana : I’m pretty sure you got a lot of money from that.

Jimmy : It was a really interesting time. Streetwear just started booming. I remember really clearly back when Nike SB first started. And I think that really just created a momentum of I guess the secret culture. That’s basically my experience before INVINCIBLE.

Nana : How do you normally choose and curate the items that you sell at INVINCIBLE?

Jimmy : It’s simple, I just got to love the brand myself. Respect the designer and the concept, something that stands the test of time. For me, it’s about the balance with the domain of the market, which is like, if I like something and it’s very niche and the market’s not ready for it, then I’ll probably won’t bring it in.

Nana : Comparing now and 2007, I’m pretty sure Taiwan streetwear is at a completely different stage right?

Jimmy : Probably more massive than before. The core of INVINCIBLE still really hasn’t changed. As I grow older you know my taste is different. My preferences. So the brand that I curate, you can see a bit more maturity.

If I like something and it’s very niche and the market’s not ready for it, then I’ll probably won’t bring it in.
Jimmy from Invincible

Nana : Very interesting. We would also like to know about your impressions of the current fashion scene in Taiwan.

Jimmy : I think, with people’s behavior these days with the internet and social media, there isn’t really a Taiwan fashion scene. I think that has become really local everywhere around the world, you know, to digest and embrace it really quickly. Not just the fashion scene in Taiwan, but I just look at the bigger picture. What are people interested in, what’s trending, why are people talking about certain brands or know why people are falling for that celebrity, or you know, great service, become really global, not just only Taiwan.

Nana : Is it normal that people try to get information from let’s say streetwear stores about Stussy and other famous brands?

Jimmy : I think they get their information way ahead of the stores and sometimes, ahead of the shop. Because everyone’s on Instagram and they get bombarded with information every day so for us, it’s really more about how to find the audience, and how to expose the things that the audience likes.

Nana : So like you’re getting the information from the audience and then connecting it together. Do you have some predictions about what would be trending next in Taiwan fashion?

Jimmy : Honestly, I’m clueless. Because I started getting older and I have been staying away from what’s trending. Obviously, I also do a lot of social media but for me, it’s more about being able to adapt than predicting what the upcoming trend is. The market decides right? I don’t necessarily need to like it, but I think I need to adapt to it, that’s important.

Nana : Like being at the center of the scene. I totally understand what you’re talking about because we’re running 60% which is a select store and we have 420 brands from Asia, and most of the time customers know better than us about which brands are trending and they get information earlier than us so, we also try to adapt what they want.

Jimmy : I mean, we have to survive right? We’re running a business.

Nana : So true.

Jimmy : I mean I love to try to predict something but the trend is so fast and so I’d rather spend my time thinking about how the market is feeling right now than to predict something unknown.

Nana : INVINCIBLE is one of the biggest and most known in Taiwan and young people want to follow what INVISIBLE sells.

Jimmy : Yes, my team and I, we try to do our best.

Nana : What kind of collaborations would you like to do in the future?

Jimmy : Something new that I’m trying because, with COVID, I’ve been camping a lot. Right. And so, a lot of outdoor stuff, I’d be interested in. I think there will be some special projects that people won’t expect. That’s something I want to go further as a hobby that I am really into these days. It’s not just about streetwear and the brands but more about what I am falling in love with at the moment and how I see it as a potential market and how INVINCIBLE will be able to play a part in it.

Nana : I see, so it’s not just about the brands and streetwear but more about events and online strategies.

Jimmy : Yeah, for instance, you know, we just did like a pop up that sold cactuses, we just finished and it was like a two-week pop-up. We’re trying something new with not just apparel and it’s something that is a new hobby of mine, because of the pandemic and we’re just trying to do new things if there is any potential for it in INVINCIBLE.

Nana : Also, we would like to know about the most challenging experiences that you’ve had in 15 years in this business. Have you had some struggles or challenges during this process?

Jimmy : I think it’s always about people. I think to grow myself and the team to grow together, has always been the challenge. I’m one who tends to think a lot and try to strategize on things and to be on track and process. And so, letting my team understand my train of thoughts, I think is the most fun, but it’s also the most challenging.

Nana : Very true. And as INVINCIBLE is getting bigger and bigger, the team needs to change their mindsets.

Jimmy : I’m changing my mindset and my team is changing their mindset. For me, I think that’s been the biggest challenge and I also need to, as I said earlier, adapt

Nana : You are the founder and CEO of INVINCIBLE but do you have any business partners?

Jimmy : I have partners in China and Indonesia but what I want is just myself and my team.

Nana : Well, you are already one of the top businessmen in Taiwan in this industry.

Jimmy : I wouldn’t say top.

Nana : Now that Asia has kind of blown up in its fashion scene, we would like to know your opinions about the current Asian fashion scene.

Jimmy : I think if we talk about Asia in general, I think it’s still a bit different. I think if you talk about Japan, I know it’s a lot about concepts there, I guess, and how they want their brand to be in decades from now. For China, it is potentially going to be the biggest market in the world. I think the mindset is just totally different even within Asia. So it’s really hard to speak about Asia entirely but what I can say is, the market is moving really quickly, no matter which part and so it’s about adaptability. Like, you got to look at Gen Z, Gen alpha for their choices. I try to be in their shoes to look at things. I think that’s the only way to be successful no matter where you are, in Taiwan or Japan.

Nana : You mentioned that you have a partner in China, but how do you approach Chinese stores to sell your product?

Jimmy : I think it’s a similar mindset to what I’m doing in Taiwan.

Nana : I see.

Jimmy : The way we do our communication and our PR is different in China. Especially when I first started my business in China, offline business was such a big thing. But in Taiwan it’s different, but because of the pandemic, I think everything has turned for better or for worse. And so I think it is more similar now.

Nana : This is our last question but, do you have any advice for our readers who want to let’s say build a fashion brand and stores like INVINCIBLE and make success in the industry?

Jimmy : I honestly don’t know. To create something from scratch 15 years back and now is so different. And because I started early, 15 years ago, it gave me room to make a little more mistakes, but now I feel with so much information that gets spread, I think it is a different playfield compared to my time. I don’t want to give the wrong advice.

Nana : But in 2007, there was no big store selling streetwear worldwide so you were basically the first one.

Jimmy : But now, it’s so competitive. Not that I’m trying to hide advice that I have but just, I really don’t know.

Nana : I see I see, your honest opinions. Going back to our previous conversation, you were talking about team building and team management and how that was important.

Jimmy: I think that’s [team building and team management] the key for a company to move forward.

Nana : Definitely, I really do agree that fashion business is all about teams and human relationships.