Why Japanese Brands Are Winning Over the Luxury Menswear Market
A cohort of Japanese labels is defying the luxury slump with a blend of tastefully understated design, meticulous craftsmanship and accessible pricing.
The luxury menswear market is witnessing a shift towards Japanese brands, who are gaining traction by focusing on subtle details and innovative materials. As customers move away from logo-heavy designs, indie retailers are emphasizing unique fabrics and treatments, hiring staff to effectively communicate the craftsmanship behind the garments.
Japanese mills, renowned for centuries-old techniques and contemporary materials, supply fashion giants such as Levi’s and Chanel. This transatlantic trend of minimalist tailoring and workwear is fueled by the emergence of influential startups from Japan, Scandinavia, and the United States. To stand out in the current scene dominated by sophisticated, minimalist aesthetics, brands are exploring methods to differentiate their clothing.
Lei Takanashi, a fashion correspondent based in New York City, observes this trend and highlights the intersection of fashion and culture.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
