Japanese youth love vintage fashion

According to the Reuse Economic Journal, the uncertainty about the economic future makes young people prioritize looking for rare products that can retain their value, or even increase in value over time. Arisa Tanii, an expert on youth consumer behavior at advertising company Dentsu Inc., said that fashion is a tool for young people to express themselves. However, in a context where many people are worried about economic prospects, the appeal of vintage clothes also lies in the investment aspect: both satisfying passion and bringing sustainable value over time.

A vintage fashion store in Tokyo. Photo: THRIFTED

Vintage style in Japan has a nostalgic and romantic feel, helping users express their personality through outfits inspired by the previous decade. Japanese youth love this style thanks to its sophistication and elegance but still exudes its own charm. This combination helps them express their unique aesthetic taste in the heart of a modern city.

In the middle of last month, at the Awesome by Bring Harajuku store in Tokyo, a T-shirt printed with scenes from the legendary 1990s anime Akira was displayed with a shocking price: 790,000 yen (5,300 USD), 260 times higher than the original price (about 3,000 yen). However, not long after that, this item immediately had a new owner. Store manager Yuki Shimizu, 25, said that special details of old items such as faded prints or frayed patterns on the pattern further increase the value of the product. Not only that, famous band shirts have also become "treasures" for collectors. Susumu Takahashi, 38, who spent 150,000 yen on a T-shirt with a famous band's image on it, said: "The shirt has its own story. Whether it's still wearable or torn, it still has value. When I don't want to keep it anymore, I can completely resell it."

Staygold Inc., which operates many vintage stores in Tokyo, says that today’s youth are willing to “spend money” on unique items with their income from part-time jobs. They then share their “trophies” on social media, turning them into personal fashion statements. When the excitement passes, these items are resold to raise funds for the next vintage hunt. And so the cycle of hunting - showing off the results - reselling - buying new continues, turning old fashion into a vibrant stream in the lifestyle of the young generation.

This fashion item also attracts tourists to Japan. Charlotte Xu, 18, an Australian tourist, loves to visit secondhand shops in Harajuku, sharing: “I feel like in Japan, used clothes are all high quality…, otherwise they will clearly state where the clothes are damaged. In my country, everything is piled up, you have to search for it yourself. Whereas here, everything is nice and tidy, you can easily find what you want.”

Not only popular domestically, Japanese vintage and used fashion items are also very popular in China and other Asian countries, because everyone knows that Japanese people take good care of their belongings, and everything they offer is of high quality.

SOUTH

Source: https://www.sggp.org.vn/gioi-tre-nhat-ban-chuong-thoi-trang-vintage-post811053.html