17 Feb 2013

"PROPER IVY" 1981 Japanese magazine Popeye

I recently found this Japanese fashion magazine "POPEYE" from 1981 in the basement. 
It is interesting to see how 'preppy style' was a trend back then. 

My parents have often mentioned the rivalry between the two Japanese fashion brands "Van" (American Ivy Style) and "Jun" (European Casual Style), both established in the post-war era. Apparently many students chose 'side' (great branding strategies btw.) and it seems like the two preppy brands have had a remarkable impact on Tokyo fashion and sub-cultures in the 60ies-70ies. 


What a PROPER IVY should know about tweed. 
7 brands you should know as a "PROPER IVY"
What PROPER IVY should know about tennis and music.
PROPER IVY table manners.
PROPER IVY fashion items.
SONY ad.
PROPER IVY stadium jumpers.
If you are in Japan and want to shop preppy fashion - check out the new Maison Kitsuné Tokyo Café at Omotesando / Tokyo.
プレッピースタイルに興味ある方は今月表参道にオープンしたMasion Kitsunéのショップ&カフェを要チェック!