Style arena is generally the Japan Fashion Association has operated.

Style arena is generally the Japan Fashion Association has operated.


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Taking a picture place Jiyugaoka, Ginza, Omotesando, Aoyama Filming Date 2013.07.25

Since the announcement of the buzzword choi waru oyaji (slightly naughty old guy) in a magazine in 2005, middle-aged and elderly fashion has surely been going through changes. Older men who had left their choice of clothes up to their wives up until then started gaining interest in their own fashion with a number of cases of men choosing their own clothes. Stylish men who had interest in fashion with their own unique style also existed before then. Here we would like to introduce [COOL BIG DADDY] to those fashionable and cool older nice guys who are always in pursuit of their own individual dandyism. Each style is different but what all the items have in common is the profound selection process of materials. There is an overwhelmingly numerous amount of people who especially prefer natural materials and with the summer season here, hemp is gaining popularity. [COOL BIG DADDY] holds color and details in high regard. You can see that attention is given to areas which cannot be distinguished from far away such as the selection of colors in the same category with slight differences and elaborate details which look normal at first glance. This is similar to the ideas of aesthetic pleasures called iki (style) which is an ancient Japanese tradition. We hope this curiosity of coordination is passed down to the younger generations also.

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The latest trends in Cool Japan and other styles that may blossom and affect the world in the future