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.
１９８１年の雑誌ポパイ発見！「ゴシップ・ガール」などのドラマの影響から近年よく目にする「プレッピースタイル」は６０年代〜７０年代に既に日本ではこんなに取り上げられてたのですね。「VAN」とか「JUN」とか、国内ブランドが大活躍していた時代。宣伝ページも商品が一つひとつしっかりしていてカッコ良く見えます。
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| PROPER IVY shoes. |
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| What a PROPER IVY should know about tweed. |
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| 7 brands you should know as a "PROPER IVY" |
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| What PROPER IVY should know about tennis and music. |
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| PROPER IVY table manners. |
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| PROPER IVY cars. |
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| PROPER IVY fashion items. |
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| SONY ad. |
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| 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！
