Have you always wished for a store that will sell nothing but special, high-quality handkerchiefs for men? Well, if you live in Tokyo and are into this kind of specialized shopping, then your wish just came true because handkerchief-maker Old Fashioned just opened their store, “H Tokyo”. This is part of the latest trend of so-called “geek brands” for men, where detail and craftsmanship overrides mass market luxury.
The new Kitte SC mall in Marunouchi is a showcase not just of modern Japanese design, but brands like Old Fashioned as well. H Tokyo is a tiny but well-detailed store that offers over 200 kinds of handkerchiefs that use high quality cotton. Old Fashioned says they only make 30 units per style and they also collaborate with different artists and illustrators. Prices range from 11 to 39 dollars, and also has a special monogramming service. They also sell products from brands that have a similar “upscale artisanal philosophy” like Tokyo Trunks’ boxer shorts, soaps and grooming products, and Next Gravity Revolution, a men’s footwear brand. There are several other stores in the SC mall that cater to the increasing spending habits of men, including apparel, sports, interior or gadget brands.
The rise of these geek brands focus on single or childless men in their 30s and 40s and they present products that are almost obsessive in their detail, craftsmanship, materials and presentation. Their target market have the time to pour over all these details and have the money to spend for them. The National Institute of Population and Social Security Research say that almost 50% of 30-34 year old men, 35 percent of 35-39 year olds and 30 percent of 40-44 year olds are single. This generation seems to be shifting from fitting in by dressing the same to standing out by wearing flashier clothes. This fashion mindset of finding the latest and the greatest, may also signal a change in their overall outlook in life.
[ via Business of Fashion ]