Gender-neutral fashion style among Japanese youth

The men's fashion brand Aoyama Trading has launched the Skinny Tie - a type of tie designed for women.

Aoyama Trading has launched the Skinny Tie - a necktie for women - Photo provided by the distributor.

Fashion trends that emphasize individuality without regard for gender norms, such as men using umbrellas and women wearing ties, are spreading among young Japanese people, primarily Generation Z, aged 15 to 30. Many Japanese apparel companies are striving to expand their product lines and improve their store environments to keep up with this trend.

In January, menswear brand Aoyama Trading launched the Skinny Tie – a type of tie designed for women. The Skinny Tie is thinner and shorter, with a smaller knot compared to men's ties. The company also sells unisex suits in both men's and women's sections of its stores.

Last year, Aoyama Trading conducted a survey of approximately 850 female employees via its app, and about half of them indicated an interest in men's clothing designs. A company official stated that men's clothing items are becoming a popular trend among young women.

With fewer and fewer people wearing suits to work, Aoyama Trading is looking for new demand from female customers, including Generation Z.

A men's tote bag design from Sanyo Shokai.

The major fashion brand Sanyo Shokai is noticing that its small bag designs, originally intended for women, are now also popular among men.

In particular, first-month sales of a lunch bag launched at the end of November 2025 reached approximately three times the company's target. The main customers were men aged 30-40, many of whom also purchased a small teddy bear to decorate the bag.

In recent years, an increasing number of Japanese men have been using sun umbrellas to cope with the intense summer heat. Tokyo-based umbrella manufacturer Waterfront reports that 23% of men in their 30s started using sun umbrellas last year.

Meanwhile, according to an official from the men's fashion company Aoki, the majority of customers buying sun umbrellas at their stores are men.

VNA

Source: https://tuoitre.vn/gu-thoi-trang-phi-gioi-tinh-cua-gioi-tre-nhat-ban-20260527154744739.htm