Three perspectives on the incomparable new select store UNFOLLOW. | feature

Unparalleled up-and-coming select store
Three perspectives that unravel UNFOLLOW.

UNFOLLOW, a select store that started in 2017 with the concept of "not following," has taken a new direction for the 21SS season. After rebranding, the noble concept has been further refined and seems to be gaining support mainly from young people, transcending gender boundaries. Its unparalleled pulse reminds us of the early days of the famous stores of the "BAYCREW'S" group, such as "RECHOP" and "WISM," which are also well-known in HOUYHNHNM's. To get a closer look at the true face of "Unfollow," we visited the relocated Tokyo store. We will unravel the store from three perspectives, including an overview of the rebranding, a conversation with the designer of the original FOLL brand and stylist Ramuda Takahashi, and styling using the latest items from the 21SS collection.

Photo_Kyouhei Yamamoto

Text_Masahiro Kosaka (CORNELL)

Model_Kenta Sakamoto

Edit_Yuri Sudo

TOPIC 1. What kind of store is UNFOLLOW?

Unfollow" is a select store launched in 2017 with the concept of "not following". They have proposed new values by selecting up-and-coming brands from around the world, and have gained popularity among young people who love clothes.

The store is decorated with vintage furniture and ornaments, and is lined with clothing from Japan and abroad. The shop has a spicy and sophisticated atmosphere with a mixture of vintage and select clothing.

The new store offers styling that is not bound by preconceived notions of time, age, or gender. The Tokyo store, which relocated and opened in January of the same year, features selected items in line with seasonal themes, vintage clothing from the "UNFOUND" vintage project that started simultaneously with the rebranding, and seasonal items from the original "FOLL" brand. The three interact with each other to form a unique worldview.

The "FOLL," which is derived from the word "nucleus," is literally the core of the store. While the knowledge and background of vintage items from the 50s and 60s are scattered throughout the store, the designs are firmly grounded in modern, everyday wear.

FOLL's seasonal theme for the 21SS is "Western Military Academy," inspired by the lifestyle surrounding the American military academies that actually existed from the 1740s to the 1970s. For example, the scarcity of sweaters led to the spread of thermal wear for warmth. Many of the students at the school wore shirts borrowed from their grandfathers to school.

A spiral staircase near the entrance on the first floor leads down to the basement floor. Solid clothes look great in the bare concrete space.

Another major characteristic of this brand is that it is packed with an extraordinary amount of attention to the production background, such as fabrics and sewing. The designers themselves search for factories and meet with the makers to make each garment one by one, which is a major breakthrough from the common practice of "select-shop originals. This is not to pursue trends and hot sellers, but to continue to create authentic clothes that will not be discarded even 10 years from now.