John C Jay joined Fast Retailing, the company behind Uniqlo, in late 2014. Formally a global creative director and partner at Wieden + Kennedy, the move sees him make the switch from creative to client, and reignites a relationship with the retailer that began back in the late 1990s. Here, we talk to Jay about his past two years at the company, and how he is slowly and carefully implementing creative changes, which are already coming to fruition within new flagship stores in London, New York and Toronto