We had the good fortune of connecting with Steven Tyler Hunt and we’ve shared our conversation below.

Hi Steven Tyler, we’d love to hear more about how you thought about starting your own business?
Starting TANTA Clothing was inspired by my own fashion journey and the noticeable quality difference between designer brands like Gucci and Louis Vuitton compared to street brands like Fubu and Sean John. After moving to Japan for my career as a rapper and actor, I was at a business meeting involving many parties. My stylist and now partner drew an image of a cute bear, Chappy, on a napkin. The positive reactions from all the people at the meeting lead us to make a t-shirt sample featuring that bear. I would wear that t-shirt every where when I went out and everywhere I went girls would always compliment my t-shirt I was wearing. Since I am a foreigner Japanese would assume I didn’t speak Japanese so they would talk freely saying things like “that foreigners t-shirt is so cute”.
One thing lead to another and a store owner asked to sell my t-shirts at his store. I said ok before I even had any production capabilities.
This journey from personal style to brand creation was me just going with the flow. Then driven by a desire to merge my playful, stylish designs with high-quality craftsmanship comparable to the clothes I was already accustomed to wearing. To be honest I just started it as a hobby or side-hustle and did not expect it to become a full blown full-time business.

What should our readers know about your business?
TANTA Clothing is a luxury casual wear brand that stands out for its playful, yet sophisticated designs. Our mascot, Chappy the bear, embodies the joyful spirit of our brand, while our commitment to using the highest quality materials and Japanese craftsmanship ensures every piece is stylish, durable, and of very high quality. TANTA stands for Tyler + Santa, symbolizing my desire to spread happiness to the world, like Santa, through my clothes and accessories. Psychologically, when you see something cute like a baby or puppy, it releases chemicals in your brain, Serotonin Dopamine & Endorphins, that make you happy. That’s what our clothes do, which is why we have an unbelievable repeat customer rate.

What sets us apart is our unique blend of fun and luxury, appealing to customers who appreciate meticulous craftsmanship and wear our clothes to dates, parties, on TV, in magazines, to clubs, or whenever they want to stand out. I’m particularly proud of our collaborations with iconic Japanese characters like Hello Kitty and Ultraman, which reflect our deep connection to Japanese culture. Many Japanese celebrities love our brand, and even Shohei Ohtani wore TANTA before he left Japan. And we didn’t give out any clothes; everyone bought their TANTA gear on their own inspiration from stores.

Getting to where we are today has not been easy. One of the biggest challenges was the language barrier and the cultural differences in how Japanese do business. Finding the right factories that met our high standards was also tough. Japanese business practices are very rigid, making creative endeavors challenging. At one point, I was even blacklisted because I tried to change factories, and the factory I wanted to leave blocked me from working with other Japanese factories. It almost destroyed my business. Overcoming these challenges required immense patience and persistence, teaching me the importance of perseverance, attention to detail, and maintaining a strong position. I realized that while things may seem friendly on the outside, the business world can be cutthroat.

The key lesson I’ve learned is that success in business is a combination of passion, hard work, strategy, and adaptability. I want the world to know that TANTA Clothing is not just about fashion; it’s about bringing joy into everyday life through thoughtfully designed, meticulously crafted garments. Our story is one of creativity, dedication, and a love for helping people create memories simply by the t-shirt they decide to wear that blends playful aesthetics with luxury. You always remember when you buy an article of clothing and the day you wear it, maybe like five random people ask you, “Where did you buy that?” or “That shirt is so KAWAII (cute).”

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend were visiting for a week, I’d make sure they experienced the best Tokyo has to offer. Here’s an itinerary that mixes traditional and modern Tokyo for a memorable and exciting week.

Day 1: Exploring Shibuya and Harajuku
– Morning: Visit Shibuya Crossing, followed by shopping in Shibuya.
– Afternoon: Explore Takeshita Street in Harajuku.
– Lunch: Kawaii Monster Cafe.
– Evening: Dinner at Gonpachi, the “Kill Bill” restaurant. Then bar hopping.

Day 2: Cultural Immersion in Asakusa and Ueno
– Morning: Visit Senso-ji Temple in Asakusa.
– Lunch: Sushi at Sushi Dai in Tsukiji Market.
– Evening: Dinner at Jojoen Yakiniku. (Japanese BBQ)

Day 3: Modern Tokyo in Odaiba
– Morning: Visit teamLab Borderless in Odaiba.
– Afternoon: Explore Odaiba Seaside Park.
– Lunch: Ichiran Ramen.
– Evening: Dinner at Aqua City with a view of Rainbow Bridge.

Day 4: Day Trip to Hakone
– Morning: Relax in Hakone hot springs.
– Afternoon: Boat ride on Lake Ashi with views of Mt. Fuji.
– Lunch: Traditional meal at a local ryokan.
– Evening: Dinner at an izakaya in Shinjuku.

Day 5: Shopping and Nightlife in Roppongi
– Morning: Shop in Ginza.
– Lunch: GaiGai Yakitori.
– Evening: Cocktails at The GoldBar at Edition Hotel, then clubbing at TK in Shibuya.

Day 6: Final Day in Akihabara and Shinjuku
– Morning: Explore Akihabara’s anime and manga culture.
– Afternoon: Visit Meiji Shrine in Shinjuku.
– Lunch: Robot Restaurant.
– Evening: Night out at Japanese Cabaret followed by clubbing at Zouk Tokyo in Ginza

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would have to say that growing up watching 50 Cent and seeing how he, as a rapper, successfully created his own clothing brand, G-Unit, inspired me to become a multi-faceted mogul. His ability to excel in both music and fashion showed me that it’s possible to diversify and succeed across different industries.
100% My biggest supporter was my partner. She helped me at almost every turn and also helped me with all the Japanese stuff because i’m an American doing business in Japan.

Website: https://www.tantaclothing.com

Instagram: tantaclothing

Twitter: tantaclothing

Facebook: tantaclothing

Youtube: https://www.youtube.com/@tantaclothingjapan

Image Credits
Steven Tyler Hunt

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