“We want to give our customers a full experience—not just with fashion, but with a whole way of living.” Interview with Willy, the founder of HILLS SELECT

HILLS SELECT is a concept born from a passion for blending fashion, culture, and lifestyle. Inspired by Japan’s unique multi-brand stores, founder Willy saw the opportunity to create a space in Taiwan where diverse brands, from sneakers to vintage items, come together in a cohesive, curated experience. The store aims to offer more than just fashion—it’s about elevating everyday life through carefully selected products, from clothing to home fragrances. With a focus on creativity and storytelling, HILLS SELECT brings a fresh, lifestyle-driven approach to Taiwanese retail.

Could you introduce yourself and tell us what inspired you to open your own curated store?

Willy: I used to work at a Taiwanese fashion brand in a relatively early brand. During that time, I got exposed to the fashion industry and developed an interest in curated stores. Later, when I visited Japan, I was drawn to their unique selection store culture. I love how they can blend different brands—whether it’s sneakers, golf shoes, or leather shoes—into a unified aesthetic. This kind of multi-brand, cross-category curation is relatively weak in Taiwan. I thought if I could offer that kind of consumer experience, it would positively influence both the consumer and the overall cultural development. That’s why I decided to start my own curated store.

When selecting brands to feature in your store, do you have any specific standards or criteria?

Willy: Most of the brands we choose have a unique cultural story or design concept. I love the crossover from music culture to vintage culture—it’s very inspiring. Overall, I’m drawn to brands that have a strong story to tell and spark creativity.

Through your store, what kind of lifestyle or message do you want to convey to your customers?

Willy: At the beginning, we mainly offered the hottest trending items to attract people to explore the world of fashion. But over time, as I got a clearer sense of our positioning in the market, we gradually shifted to focus more on lifestyle. We want to give our customers a full experience—not just with fashion, but with a whole way of living. We hope that through our clothes, customers can gradually elevate their own style and extend that to other aspects of life, like home fragrances and other lifestyle details.

Does your store have any unique design or display elements?

Willy: Our store design is inspired by the concept of “hills,” and we use materials like wood and stone to reflect the natural elements of a hill. We also incorporate greenery to create a connection with nature. The store is divided into two floors: the first floor showcases more mainstream and basic brands, while the second floor features more independent or niche brands. This division aims to give customers a layered shopping experience, from more accessible items to more curated, high-quality options.

How many stores do you currently have in Taiwan? Do you have plans for expansion?

Willy: At the moment, we only have one store in Taiwan, but we plan to open a second one next year. The second store will have a slightly different concept, with a section dedicated to second-hand items. We’re excited to explore this new avenue and see how it resonates with customers.

In the next few years, we plan to launch our own brand, which will focus on creating simple, versatile pieces that people can wear every day. We want to design items that complement the existing brands we carry and fill in gaps in the market—like creating well-made pants that are both affordable and stylish, which are often hard to find. Additionally, we plan to set up a second-hand section in our store because we think second-hand fashion is a cool, mature concept, especially in Japan. We believe this kind of culture hasn’t been fully embraced in Taiwan yet, and we want to challenge the local market by promoting it.

Have you faced any major challenges in the process of establishing your store?

Willy: Interestingly, during the pandemic, our business grew because we rely primarily on local demand. Since many people couldn’t travel abroad, domestic consumption increased. However, this year, we faced some challenges due to rapid cultural shifts. For example, younger consumers are less enamored with Japanese brands now, preferring Korean influences instead. There’s been a cultural gap, and we’ve had to figure out how to adapt while still maintaining our own identity in a changing market.

Do you have any advice for people who want to create their own store or brand in the fashion industry?

Willy: I think a lot of people, when creating a brand, tend to only focus on what they personally like without considering the market. But I believe real design is about merging art and business. If you’re just making things that you like personally, that’s more like art. A true brand needs to connect with the market while still maintaining creative integrity. In the early stages, it’s essential to observe the market and think about how your designs can meet consumer needs. This process can take 1–2 years of observation and refinement, and it’s a period of trial and error, but it’s an important part of building a strong foundation.

Real design is about merging art and business.

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