Sir Paul Smith, a renowned fashion designer, has had a long-standing relationship with Japan since the early 1980s when he first started visiting the country to develop his label. Over the years, he has established around 160 Paul Smith stores in Japan, all operated by his partner and licensee Itochu. The partnership with Itochu has been successful, with the company currently owning around 18% of the Paul Smith brand.
Reflecting on his early days in Japan, Smith recalls the respect and appreciation he has always felt for the country. Unlike other designers who saw Japan as a quick way to make money, Smith saw it as a privilege to be there. This mutual appreciation has led to a strong fan base for Paul Smith in Japan, with the designer’s popularity soaring over the years.
In 1998, Smith collaborated with Mini to create a special edition of 1,800 cars, with 1,500 of them being sold in Japan. The collaboration was a huge success, with many of the cars still on the road today and having doubled in value. Now, 26 years later, Smith is once again making waves in Japan with a new edition of Mini cars.
During an interview, Smith and Mini’s head designer showcase the details of the new edition, highlighting features like knitted, recycled, and recyclable interior tech-jacquard fabric, unique stitching on the leatherwork, and off-color accents like green mirrors. Mini’s head designer, Hampf, emphasizes the importance of finding a balance in collaborations, ensuring that both sides contribute authentically to the design process.
Mini, owned by BMW Group since 1994, has seen significant success in Japan, with sales increasing year after year. In 2024, BMW Group reported revenues of €142.38 billion, with Mini sales in Japan rising by 32% in the first nine months of 2025.
Overall, the collaboration between Paul Smith and Mini reflects a harmonious blend of automotive design and fashion, showcasing the power of creative partnerships in the industry. Smith’s enduring popularity in Japan and Mini’s innovative approach to design have solidified their positions as leaders in their respective fields.
