Thursday, February 11, 2010

New York City - the new US epicenter of Japanese street fashion?

Today marks the start of Fashion Week in New York City - an annual celebration of all things fashion-related with fashion shows, parties and more, and a time when top designers from around the world unveil their latest collections.

The funny thing is most of the fashion we see every year during Fashion Week looks like nothing to us. We can't even see it anymore. It's like it's invisible. A guy walking down the runway in slacks and a button down shirt. That's fashion? Once you've been dealing with Japanese designers for a while, and immersing yourself in everything they're doing, clothes from mainstream western designers just look the same as anything you can buy at Wal-Mart. These people don't know what they're missing.

But that might be changing. New York's top fashion design school, the Fashion Institute of Technology (aka FIT), is hosting the Tokyo Fashion Festa New York this February 19. (Yes, the real excitement in the fashion world happens after Fashion Week!) This is going to be a huge fashion show including the likes of Angelic Pretty and Black Peace Now, among others. Model and Japanese "ambassador of cute" Misako Aoki will also be there as a special guest.


If you want to go, try emailing TFFNewYork@gmail.com and ask for an invite. No guarantees, but that's the email address they're giving out.

We will be there ourselves, and we're closing the store early on the 19th for it.

That's not all! It's still a little ways off but FIT plans to open an exhibit in their museum dedicated to Japanese street fashion. We hope to have more to say about that at a later date.

What's it going to take to move Japanese street fashion beyond the small niche it enjoys in the United States now? Well, expanding its fan base beyond California and into the largest city in the country can't hurt. (And beyond, through mail order.) We also remain convinced that introducing people to a range of Japanese styles - not just one style or one brand - is absolutely critical to success long term, and that it's way too early for any store to open with just a single brand and expect to make money here. Baby steps, people. Nobody's going to convert 8 million New Yorkers into sweet lolitas overnight. These sub-niches right now are very small, and the best way to grow them is collectively.

That's been our mantra from the beginning - variety, not exclusivity - and it seems like people are starting to notice. We've even had celebrities buy clothes from our shop - don't be surprised if you see paparazzi photos of someone famous wearing Atelier-Pierrot, PUTUMAYO or SEX POT ReVeNGe! Mainstream New Yorkers may still not be all that familiar with many of these styles and brands, but they're open-minded, and they're learning.

Hope to see some of you on the 19th!

By the way, that is coincidentally the one year anniversary of our incorporation. So it'll be a celebration for us too.

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Upcoming Order Schedule

The following is our approximate schedule for future orders we plan to place with our brands, subject to change at any time. If you are interested in special ordering an item, you can use this as a guide for when to order. We recommend ordering 1-2 weeks in advance. Please email us to start a special order.

  • PUTUMAYO - ordering mid-February
  • SEX POT ReVeNGe - just arrived!
  • Yosuke USA - ordered-awaiting shipment
  • VICTORIAN MAIDEN - schedule varies, contact us

About this blog

This is the official blog of Tokyo Rebel, New York City's only Japanese street fashion store! We also ship worldwide. Specializing in gothic, Lolita, rock and punk styles, we carry real brands imported directly from Japan. Our brands include SEX POT ReVeNGe, Listen Flavor, PUTUMAYO, Innocent World, Novalar's, Lumiebre, Yosuke USA, ATELIER-PIERROT, Victorian maiden, Pullip, and more!

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