Zero Traders Inc. - Supporting the Globalization of Upcoming Japanese Designers

Merwin Andrade of Zero Traders Inc. has done it all for someone in the business. He is a store owner, buyer, distributor, producer, merchandiser, developer, and trade show producer. Initially focusing on spreading American casual clothing to Japan, Andrade and partner Tetsuo Hashimoto works closely with Japanese brands, distributors and designers in an effort to aid the Japanese economy and spread quality Japanese products in the US. Andrade says his "projects and achievements would not have been successful without the help of fantastic staff and partners over here and in Japan."

From the late 80's to 90's, Andrade heavily focused on bringing American clothing to Japan. Andrade helped to develop Donoban, a young men's store in Osaka and Kyoto. He also developed Phat Farm for exclusive distribution in Japan, launched Mecca USA in Japan and distributed Akademiks in Europe and Japan.

In an attempt to test the waters of retail, Andrade opened Memes in 1997 - a test shop to launch new and upcoming brands, designers, and their products. Andrade explains Memes as "a small specialty store for fashion taste makers and young people in New York."

Memes, for the DJ and music/art audience, offers high quality men's street wear from a variety of brands including Y-3, CREEP by Hiroshi Awai, and graphic T-shirts by Akira Mowatt, as well as accessories including hip iPhone cases and sunglasses.

After Memes, Andrade focused on a new store that would take from the underground subway stores of Hong Kong and Japan. Tourists and commuters alike saw a change to their commutes at the 42^nd and 8^th Avenue subway station, under the Port Authority Bus Terminal when the vertical graphic store GRAST (derived from "Graphic Store") was opened in 2010.

GRAST originally only offered men's street wear (casual clothing, hats, shoes) but after realizing that clothing by itself is highly seasonal, started carrying gift items, accessories (i.e. handbags) and other Japanese products on top of their own brand. As a result, the store was able to touch on a whole new customer base. Currently, GRAST carries graphic t-shirts under the GRAST label, bags, electronic gadgets and collector's items such as Japanese Be@rbricks.

Following in the footsteps of GRAST, Andrade is currently working with the Metropolitan Transit Authority (MTA) in New York to develop a multi-retail, 15-store platform in the Columbus Circle subway station influenced by the underground shopping areas of Nagoya, Japan.

In 1995, Andrade launched Mecca USA in Shibuya, Japan with the trade show "Hip Hop Show," in which street wear retailers, stylists and PR agents all gathered in the same place. In 2001, he organized another trade show "To Be Confirmed," and in 2009, helped to launch "The Green Shows" dedicated to the ethical and sustainable fashion design movement. Currently, he is working to produce Designers & Agents and D&A MAN. Andrade continues to face the challenges of working with emerging Japanese brands and designers with issues such as the differences in the cultural market, and the ways in which American business is conducted. Even with such difficulties however, Andrade stressed the importance of the need for Japanese designers to go global. He provided the example of Commes Des Garçons and Uniqlo. They have both successfully adapted to the US market.

Andrade continually supports exhibitors from Japan in trade shows and other aspects, and plans to expand this as a service in the future. He, along with partner Hashimoto, plan to teach and pass down their industry experience and know-how to the younger, upcoming generation which Andrade calls the "AGBG" generation, standing for "After Google, Before Google."

On what motivates him to continue his work, Andrade replied "My passion for fashion. Fashion changes every day. Every day is beautiful." He also expressed his curiosity to understand the psychology behind fashion and buying.