The value of vintage found by Japanese Denim as culture Japanese BOOK

2022/4/1

Why is vintage denim sold for 10 million yen in an era when clothes don't sell?

Denim was born as work clothes for gold miners during the Gold Rush on the West Coast of the United States in the 19th century.
Over the years, denim has evolved and gained citizenship as a daily wear.
Over 90% of Japanese people own denim, and it is said that each person owns about 4 pairs of denim.

On the other hand, rare vintage denim is traded by collectors and second-hand clothing merchants around the world for a high price of over 10 million yen depending on the model.
The soaring prices of vintage denim today originated from the American casual boom that occurred in Japan after the bubble period in the late Showa period.
It was the Japanese who quickly realized the value of vintage denim, which had been dormant in America, and spread its appeal around the world.
As evidence of this, "hige" and "dead stock" are common Japanese English words around the world.

This book welcomes Mr. Yutaka Fujiwara, director of Harajuku's long-established second-hand clothing store "BerBerJin", a man who devotes his life to vintage denim, as a storyteller.
This is the first denim educational book that delves into and explains "why vintage denim is traded for 10 million yen in an era when clothes cannot be sold."
We will introduce the charm of vintage denim in all colors full of photos, and deliver denim trivia that you will want to talk to people right now.

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