FFFES (For, Feel, Find, Endangered Species) / No.007
【ニホンノ絶滅危惧種】
Endangered Species in Japan / No.007
We hope to inspire even a small interest in the Earth’s natural environment.
At the heart of THE NORTH FACE Purple Label’s craftsmanship is
always this sentiment.
The FFFES project, which started in 2023, is part of this effort.
Named after the initials of "For, Feel, Find, Endangered Species,"
FFFES is an initiative to learn about endangered species,
reflect on the natural environment, and evoke a response.
In this seventh installment of
the FFFES (For. Feel. Find. Endangered Species) series,
we focus on
the Japanese giantstag beetle,
a species widely recognized as one of Japan’s representative insects.
Although its familiar, dignified form makes it a beloved symbol for many,
wild populations of the giant stag beetle are now facing
the threat of extinction
due to the loss of satoyama woodlands caused by development,
as well as overcollection
and commercial harvesting by humans.
The artwork depicting
the giant stag beetle
— a creature that embodies both strength and delicacy —
is created by artist Nana Soeda.
Through her distinctive painting style,
the work seems to express the beetle’s inner voice and emotions,
resulting in a graphical and message-driven piece of art.
The FFFES collection is expressed
with a unique and free-spirited sensibility,
centered on a natural ecru color palette
and featuring T-shirts,
along with a tote bag and bandana.
A portion of the proceeds
will be donated to the Nature Conservation Society of Japan,
a public interest incorporated foundation
dedicated to the conservation
of Japan’s endangered species.
オオクワガタ
Dorcus hopei binodulosus
分類:甲虫目クワガタムシ科
学名:Dorcus hopei binodulosus
レッドリストカテゴリー:絶滅危惧Ⅱ類(VU)
The giant stag beetle is Japan’s largest stag beetle, widely distributed from southern Hokkaido to Kyushu.
It has a black, flat body; males are characterized by their impressive mandibles, while females have a strong gloss and vertical grooves on their wings. Males can reach a body length of 76mm. Nocturnal, they gather around tree sap in coppice woodlands such as satoyama forests, take about three years to become adults, and overwinter. In addition to the loss of charcoal forests and habitat destruction caused by land development, the environment has deteriorated due to rampant overcollection for sale and inappropriate collecting practices that break apart decaying wood.
Furthermore, as foreign subspecies and individuals from other regions circulating domestically have been released into the wild, competition with native species and genetic introgression through hybridization, or genetic pollution, have become new threats.
Although it is also called the “phantom stag beetle,” it is regarded as the species in the most critical condition among Japanese stag beetles.
Crisis Situation
生息数減少の要因
The disappearance and decline of
satoyama environments,
which serve as its habitat, due to development.
A decline in population caused by the impact of mass collecting
for commercial purposes.
Genetic pollution caused by hybridization with foreign subspecies and populations from other regions.
Seasonal Artist
Nana Soeda
While retaining the atmosphere of the giant stag beetle,
I created the shape of a symbol resembling an alert,
carrying the meaning of a warning about environmental issues
and human arrogance..
I created the forms and colors with the image of forests and
flames as “enlightenment,” or as a “spreading crisis.”
I created the form by combining both the aesthetic silhouette of the giant
stag beetle and the ferocity hidden
within it into a single motif.
Nana Soeda
Born in Tokyo. Nana Soeda creates paintings and animations using unnamed characters and face-like presences hidden in everyday scenery as motifs.
Interested in the discomfort and anger she has felt in her own life, as well as gaps in perception between herself and others, she explores the possibility of small forms of empathy that arise from personal experience. In 2020, she held her first solo exhibition, “Little Guts (Issue).” She currently co-runs “Gallery ○○ (Honyarara),” a space within GASBON METABOLISM in Yamanashi that continuously exhibits only her own works, while also participating in various projects and exhibitions.
Comment from Artist
「Fascinated by the giant stag beetle, we called ourselves enthusiasts and began collecting them, ranking individual differences as superior or inferior. To own a living being means fully accepting responsibility for its life.
The main issues that led to the giant stag beetle being designated as an endangered species include environmental destruction, but another cause is overcollection by enthusiasts during the stag beetle boom that began in the 1990s. Giant stag beetles are said to be naturally aggressive and stronger than other stag beetles.
If the sizes of giant stag beetles and humans were reversed, our positions would change too.」
When thinking of what the relationship is between people and nature, there is something that comes to mind.
When I’m in the train in the morning heading to the office, or when I’m walking in the crowded city, it just comes to mind.
It is that time passes equally for all beings, and at this very moment
not only people but animals and plants too are striving to live on this planet.
For, Feel, Find, Endangered Species
With the effects of global warming,
there are many species
on the verge of extinction
at this very moment.
This project may be a small step,
but it is a project that will make each of us think about the future.
FFFES Collection 2026 Fall & Winter
