We first discovered ateliers PENELOPE around 2016, and since then, we’ve cherished the authentic relationship that has blossomed over the years. We have always believed that the pieces we share with our community should carry more than just beauty, but they should embody a certain positive energy, feeling, and intention. We have come to realize that much of this energy is passed down through the thoughts, ideas, and dreams of the people who create them. Much like the warm materials that evolve and transform with time and use in ateliers PENELOPE’s artifacts, we hope Asuka-san’s story inspires you to keep evolving and remain endlessly curious.
Bk: Thank you so much for being here with us today! To start could you share a brief origin story of ateliers PENELOPE? What inspired you to begin?
Asuka Karasawa: I was driving on the highway one day when I noticed the canvas cover on the back of a military truck. I was drawn to its faded colors and wrinkles, and I wanted to create something using canvas that would develop more character with age. That was what inspired me to start making bags.
Bk: The name ateliers PENELOPE is so unique! Could you please share the meaning and how the name came about?
Asuka Karasawa: I wanted to create freely, without giving the brand name any particular meaning or making it overly conceptual. I simply liked the sound of the name Penelope and decided to use it. Apparently, it’s a popular name in Europe. I was also inspired by Penelope as a symbol of a strong woman in Greek mythology, as well as by a French chanson I happened to hear around that time. I value the atelier as a space for creativity, so I placed “ateliers” at the beginning of the name.
Bk: Your brand story began in 1996! Wow! Looking back from then to now, what has been one of the greatest hardships or challenges you’ve faced? How did you overcome it, and what did the experience teach you?
Asuka Karasawa: When I first started, I didn’t have any grand vision. I simply kept making things I loved, all by hand. As the brand gradually gained recognition, I transitioned to factory production, developed original fabrics, opened a shop, and continued taking on small challenges along the way. That’s how I’ve arrived at where I am today. Honestly, I can’t say I’ve ever felt that I faced any major hardships or difficulties. Looking back, I sometimes wonder how everything worked out the way it did. Now that times have changed and more products similar to ours have appeared, I sometimes find it difficult to sell our products. After 30 years in business, I’ve realized the biggest challenge is staying motivated to keep creating new things.
Bk: Ateliers PENELOPE’s artifacts have simple, timeless silhouettes, but on closer inspection, they include many thoughtful details, particularly in the materials. Could you tell us about your approach to sourcing and selecting the materials and colors you work with? What qualities are you looking for?
Asuka Karasawa: As I mentioned earlier, I’m drawn to materials that develop character over time, so I place more emphasis on the materials than on the design itself. I believe design is about making the most of a material’s inherent qualities, so I don’t try to do anything overly unusual or attention-grabbing. Instead, I focus on balance and the beauty of the lines and cuts within a simple design. When it comes to color, I think about how to introduce playful touches while maintaining harmony across the collection. I find inspiration for shapes and colors in nature and everyday life.
Bk: With so many materials available, we notice that canvas is a constant. Why does it resonate with you? How does its character influence the way you design and make your artifacts?
Asuka Karasawa: Natural materials, especially canvas, change over time in different ways depending on how long they’ve been used and who uses them. Canvas tends to reflect the habits of the person carrying it, so I feel that each piece gradually becomes something uniquely their own. When I choose something for myself, I grow attached to it and want to use it for as long as possible. That’s why durability and materials that won’t grow tiresome over time matter to me. I hope people choose ateliers PENELOPE products with that same mindset.
Bk: Out of all the artifacts you have created over the years, is there one that feels particularly memorable or meaningful to you? What makes that piece special?
Asuka Karasawa: When I create something, some pieces take a great deal of effort and thought, requiring countless revisions before they come together. Then there are others that seem to come into existence almost spontaneously, to the point that I can’t even remember the process behind them. Of course, I think I’m constantly, if unconsciously, considering what I want to make next in my everyday life. But every now and then, something comes together in a very short time, a piece that feels balanced and simple, yet still has its own distinctive character. If I had to name one example, it would be the Mira Tote. Pieces that come about this way have a curious tendency to remain bestsellers for a long time. It’s an ideal way for something to come into being, but it doesn’t happen very often. It’s not something I can consciously reproduce.
Bk: What are some of the everyday analogue tools, objects, or rituals that help you run your operations and support your design process?
Asuka Karasawa: Since I make every prototype myself before moving a design into factory production, a sewing machine is indispensable. A sewing machine is a lot like a car; the more you use it, the more it adapts to your personal habits. Over time, it becomes familiar, almost like a trusted companion. If I don’t spend some time at the sewing machine each day, I don’t feel as though I’ve really worked. In that sense, I sometimes feel like I couldn’t live without one. Like BK, I also design analog products precisely because we live in an increasingly digital world. I keep a Roberto pouch made from French military cotton, the same material used in our Bundle collaboration with BK, filled with essentials such as pens and a small notebook. It’s always within reach on my desk.
Bk: Is there a particular place or routine that you find yourself returning to when you are looking for inspiration?
Asuka Karasawa: There isn’t one particular place, but I make time to be in nature, especially in the mountains. Observing the colors of the trees, sky, and earth as they change with the seasons often sparks ideas for original colors. Stepping away from the busyness of everyday life and spending some quiet time in nature also helps me reset mentally and recharge for my next project.
Bk: Your beautiful pieces are now enjoyed and carried by people around the world. If the artifact someone carries could communicate a message on your behalf, what would you want it to be?
Asuka Karasawa: Both the people who make things and the people who choose them have a certain responsibility. In a world overflowing with products, when we choose something and cherish it, that care makes the object more meaningful and beautiful. The value of an object comes from the person who gives it that value. Whether it becomes a treasured possession or ends up as trash ultimately depends on how its owner treats it.
Bk: After so many years of designing, what continues to draw you back to creating? What still feels exciting or worth exploring in the future?
Asuka Karasawa: Although making bags is my profession, I try to keep learning about as many different fields as possible and to build relationships with a wide range of people. Discovering something I didn’t know before is exciting and brings me joy. The forms and ideas that emerge from these experiences are new and unfamiliar even to me, and I’m sure they will continue to evolve. I think I’ll keep wanting to create things for as long as I remain curious about myself and the possibilities of what I can make.
--
Bk artifacts featured:
Where to find Asuka Karasawa:
Website: ateliers-penelope.com
Instagram: @atelierspenelope
--
Interview by: Eunice
Translation by: Kei
Photography: ateliers PENELOPE