What is the New Vintage anyway?
In the 1990s, the term "vintage" was used to describe vintage clothing that did not meet the definition of "antique," but was still valuable. Nowadays, there is a movement to find new value in "new vintage," even in old clothes from the 1980s onward, which were called "regular" at the time. In this project, four vintage clothing stores with different styles propose new ways to enjoy vintage clothing. Each of them will talk about the charm of vintage clothing with their own sense of style.
This Series is now in its 8th season! The 61st installment, the top-billed of the second round, is by Shun of Shibuya T (SHIBUYA T) in Shibuya, Tokyo.
Text_Tommy
Edit_Yosuke Ishii
Shun / Shibuya T Director
Vol.61_Ed Hardy trucker cap
-Now, what are the new vintage items you would like to introduce to us?
This time, I would like to introduce Ed Hardy, a brand that readers in their 40s or older may be familiar with. Since I myself have not actually been to an Ed Hardy store, I decided to check out what kind of brand it is. The brand name comes from the famous tattoo artist Don Ed Hardy. The brand was launched in 2004. Christian Audjer, the designer of Diesel and Von Dutch, acquired the license of Hardy's tattoo flash and launched the brand.
-Ed Hardy is the charismatic "Godfather of Modern Tattooing. His signature style is a mix of American traditional and Japanese traditional tattoos. However, when it comes to apparel, his own fame is another story. ......
I heard from some of my seniors who were watching in real time that this is so (laughs). In fact, this may be the first and last time we handle it here at ...... (laughs). (Laughs) I was still in elementary school when these caps were popular, so I only had the image of "Shimura Ken wearing a cap" (laughs). Incidentally, I have a deep attachment to Shimura Ken, as a relative of his used to live behind my parents' house.
-Thank you for the unnecessary information (laughs). It's true that I have an image of the personal clothes of big-name celebrities, Shimura Ken being at the top of the list.
The concept of the brand is "free art expressed in a lifestyle," so it makes sense that a national comedian would choose the brand from among so many others. The brand is said to have been used by celebrities such as Britney Spears, Brad Pitt, and Leonardo DiCaprio, and is regarded as a pioneer of the LA celebrity fashion boom.
-LA celebrity fashion! What a nostalgic word!The Great China Wall," which was previously introduced in this Series by Mr. Nakano of dojoe, and "The Great Wall of China," which was also introduced in this Series by Mr. Nakano.At the time, they were featured in magazines alongside premium jeans such as True Religion.
So it must have been a kind of "proof of success". I don't know. Ed Hardy's main items were caps, T-shirts, and denim. So this time, I would like to pick up some trucker caps that can be easily incorporated into today's style.
Ed Hardy trucker caps ¥4,000 each (All are Shibuya T)
-The clothes are all very flashy and elaborate. This is what LA celebrities looked like back in the day.
When you look at overseas fashion accounts on Instagram, you often see images of white kids wearing them. Basically, all items have a rock taste, and the graphics start from the standard skulls to eagles (eagles) and bulldogs, etc., and although they are delinquent, they have a somewhat brainy look that is very LA-like (laughs). Trucker caps themselves are showing signs of regaining popularity among the younger generation, so I think they have a chance. It's Y2K in terms of time, but you don't see many people adopting it in that context, so I think it could be a fresh look.
-I see. What do you think is the attraction as New Vintage?
In the past in this Series, one of the criteria for quality has been "the ability to be a product," but in this case, I would have to say "how many colors did you use? The colorful and exquisite embroidery, rhinestones, doves, and other gorgeous accessories. There is a concho-sized top button on the top of the head, and depending on how you look at it, it might even look like Chrome Hearts...well, that's a bit much (laugh). Incidentally, there is a mesh panel on the inside of the front panel that is said to prevent it from losing its shape.
This is the kind of thing that Showa-era children used to enjoy playing heroes by taking it down and using it as a visor. This is one of the reasons why it is so traditional.
I guess it's a little bit like "New Vintage" (laughs). The designs are American traditional, but the sense of breaking with tradition is also in the spirit of the new vintage. One of our young staff (22 years old) was wearing wide denim by Sean John with shoes by Balenciaga. I think it is because I am of a generation that does not know Shimura Ken wearing an "Ed Hardy" cap that I am able to match my own clothes with such a free viewpoint. If I were to follow the "Shimura Ken style" theory, I would wear a tight-fitting white T over heavily faded vintage denim. For bottoms, I think a Beckham-esque look with cargo pants would be a good choice. The "non-Y2K" side of Y2K is not something you would normally find in an American casual store, but I think that's why we are doing this.
-By the way, Shun, how would you style an Ed Hardy trucker cap in this age of 2025?
How about bringing it to the 70's style by combining it with flared jeans such as boot cut or bell bottom jeans? Or, how about wearing short-length outerwear with True Religion denim in a Y2K style? You could also go for an unexpected look and tie it up with a tailored jacket. However, it is definitely an item that selects the people who will wear it, so it is important to understand this point and how to enjoy it. I think it will help you establish your originality, so please don't be afraid to give it a try!
Shun / Shibuya T Director
At the age of 21, he joined mellow Inc. and began working at the company's vintage clothing store "Shibuya T". This year marks the ninth year of his career. Currently, he is involved in the operation of the store as its director, and also buys merchandise as a buyer. As the successor to Mr. Ito of "Ito Shoten," who was the previous director at the store, he is struggling every day.
Official website:shibuya-t.shop-pro.jp
Instagram:@shibuya_t_shop
