9NINE and Straight Arrow Motors are owned by a couple of middle-aged businessmen, who used to run men’s fashion shops together in Tokyo, selling clothes that they bought on their trips from Southern California. When the Japanese economy was booming, they could sell pieces for quite a profit margin. I’m pretty sure they had a great time, as they are incredibly into American culture. One tells me he loves Coronado, and the Spanish ladies, and I wanted to tell him, they’ll eat you alive!
What I like about hanging out with these guys is their authenticity. They’ve embraced this do-whatever-it-takes culture, which makes them street-smart and people-smart, but they also have personal pride that allows them to have long-term relationships with their customers. Their customers are a community of rag-tag townies who enjoy their fixie bikes and imported cars. Most of them are also middle-aged guys, some with families, and some who’ve been through divorces and separation from their kids, so sometimes it’s like a group of Lost Boys, who share an interest in their bikes and cars. Several of them also enjoy indoor/outdoor bouldering as well, and a few of them actually opened a bouldering cafe to introduce beginners.
Every year, they throw BBQs, drinking parties, and rides around the lake, and they invite anyone and everyone. It’s probably good business sense to have a large network, but it’s their personal policy that they stick by the products they sell you and keep their relationship with you for as long as you’re around. Many people living here in Aizu-Wakamatsu had probably come from a small town or village in the depths of the mountains. Their hometowns are pretty spread out, so it’s definitely a family affair.
As for their shop names, 9NINE, which sells stylized track bikes, comes from the number of cyclists on a track in the sport of keirin, or track bike racing.
Straight Arrow, which sells imported cars… comes from doing things in a stupid way, like how idiots go about living their lives. So it was explained to me. I have a feeling it was lost in a translation because these guys don’t seem like straight arrows to me!