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Why Goodware is not losing its name.

#FFFFFFFFFT" has been a hot topic in Japan and around the world for its lineup of only plain white T-shirts. Takuya Natsume, who calls himself a white T-shirt hunter and is in charge of everything from purchasing to customer service at the store that suddenly appeared in a quiet residential area in Sendagaya, Tokyo, praises "Goodwear" as the pinnacle of "made in the USA. He talks about the brand's ability to live up to its name.

  • Photo_Hiroyuki Takashima
  • Text_Kei Takegawa
  • Edit_Ryo Muramatsu

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Goodware" is indispensable for both public and private life.

What you are wearing today is also from Goodware, isn't it?

swordfish (Xiphias gladius). because it was my favorite brand before I opened the store. . It's really heavy duty this season.

I was surprised to hear that it is 2 years old . It has been kept in very clean condition . I do not see any yellowing at all.

swordfish (Xiphias gladius)The secret lies in the detergent developed for white T and the drying method. In fact, ordinary laundry washing often does not completely remove sebum, and prolonged exposure to direct sunlight will cause the sebum remaining in the fibers to react and cause yellowing. Sometimes, use oxygen bleach and dry in the shade in a well-ventilated place, which is the ironclad rule of white T care.

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The fabric itself is also firm.

swordfish (Xiphias gladius)The super heavy weight of 7.2 oz. is no joke. The average weight of a typical T-shirt is 3 to 4 oz. Considering that a T-shirt weighing 5 oz. or more is considered heavyweight, you can understand how thick the material is.

I hear it is very popular with users.

swordfish (Xiphias gladius)The secret of its popularity is its "made in the U.S.A." look. In addition to the fabric, the boxy silhouette with wide sleeves matches the oversized trend. Fold up one sleeve to complete the current style.

There is an "Anatomica" in the same vector, but this one is a bit more elegant. I would like to wear it with black skinny pants. Goodware" is perfect for American casual wear such as shorts and denim.

If I may add something about the fabric, it is surprisingly light in comfort, despite its thick appearance. . Perhaps it's the ingenuity of the USA cotton or the round-body knitting without side seams. Also, the fact that the nipples are not transparent is a selling point (laughs).

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Goodware, founded in 1983 in Massachusetts, U.S.A., has been making regular-fit garments since its establishment. The crew neck with chest pocket, 7.2 oz. heavyweight cotton, and American-made are its specialties. The body and sleeve widths are generous, but the length is not too long. ¥5,500+tax

Clothes that can be dyed in your own colors.

Despite your love for the brand, I can't find the name "Goodware" in the release when you opened the store.

swordfish (Xiphias gladius)I am ashamed to say that I was not able to open the store in time; I was a complete novice, not even familiar with cash-on-delivery (COD), so I had a hard time finding even a single supplier.... When we opened our doors, the president of the company in our home country had read the news and asked why we were not carrying our products (laughs).

Why did Mr. Natsume, who is not a gatekeeper, open such a restaurant?

swordfish (Xiphias gladius). I loved fashion and often stood in line at popular stores when I was a teenager. After about three rounds of fashion trends in my mind, I began to notice the existence of simple, standard items. From there, it didn't take me long to find white T-shirts. However, when I went to select stores, it was common to find at most three types of white T-shirts, or even one type of white T-shirt in the brand's directly-managed stores. I wondered why there were no stores that sold only white T-shirts, and if there were, I would definitely go there.

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What attracted you to the basic, white T .

swordfish (Xiphias gladius). It is a place where you can be dyed in your own color. I think this may have been imprinted on my mind from an interview with Matsuchan (Hitoshi Matsumoto) that I read when I was in high school. When asked why he wore a white B.V.D. T-shirt and denim, he replied, "You're a B.V.D. guy, aren't you? ." He asked me if I could walk around town in a "B.V.D. . If you are confident in yourself, you don't need to adorn yourself with more clothes than necessary.

What is the point of purchasing?

swordfish (Xiphias gladius)It's all about whether or not the individuality stands up. . Of course, this assumes that you know what you are doing when it comes to white T-shirts. Regular fit T-shirts from Goodware, pocket T-shirts from Anatomica, crew necks from Fruit of the Loom, henley necks from Healthknit, pack T-shirts from Belle Basin, and Japanese brands such as Smooth Day and Entry SG are standard items.

. I really want to sell them with the brand tag hidden. . Because they are so unique. The concept of this store is to offer white T-shirts for tasting, and we also offer try-on services, so this concept also fits with the concept. If it were wine, " Good Wear" would be the full-bodied wine without question. It's worth tasting.

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Takuya Natsume
."#FFFFFFFFFT" White T Hunter. His unrivaled love of white T's led him to open the white T specialty store "#FFFFFFFFFFFT" with his wife, Hana, and his friend, Shinya Tsukioka, in April 2016. Combined with the world-first concept and the rarity of being open only on Saturdays, the store often draws lines of customers. Offers to open stores from abroad are also never far behind. The name of the store is derived from the color code of the Web. The name is derived from the color code of the web, which is a universal basic that does not depend on a specific language.

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1TP12 TFFFFFFT for LAUNDRY, the world's first detergent specially developed for white T-shirts, was developed in cooperation with Kimura Soap Industry, a long-established company founded in Osaka in 1924. The detergent uses oxygen and enzymes to remove yellowing while maintaining the original whiteness. No fluorescent bleach or chlorine bleach is used, so the fabric is not damaged. 500 sets were prepared to commemorate the company's first anniversary, but only a few are left. 10 grams x 10 packets. ¥1,200 + TAX

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#FFFFFFFFT SENDAGAYA
The interior and exterior of the store, which was converted from a condominium garage, is naturally based on the color white. The store, with only white T-shirts on display, has the feel of a museum. The store always offers about 30 different types of T-shirts, and more than 100 different types of T-shirts in different sizes. Laundry samples, which are washed samples for trying on, are also recommended. Laundry samples, which are washed samples for trial fitting, are also highly recommended, and at half the regular price, they are a hidden hit that sells out in no time.

Address: 1F, 2-3-5 Sendagaya, Shibuya-ku, Tokyo
Phone: 03-6804-5746
Open: Saturdays (irregular holidays)
Hours of operation: 12:00 - 19:00
www.fffffft.com

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Goodwear Regular Fit "Color Variation".
."#FFFFFFFFT" only carries white, but when talking about the appeal of "Goodware," the rich color palette should not be overlooked. This season's lineup includes eight colors. The American cotton is known as a high quality cotton-producing country, and its colors are characterized by a somewhat faded appearance. You can also enjoy the aging process of the garments. The tubular knitting with no seams on the sides is also a highlight of this brand. Each ¥5,500 + tax

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Goodwear Slim Fit
Goodware also offers a lineup of silhouettes other than the regular fit. The slim fit shown in the photo is, as the name implies, tight in width. Those who like to be just the right size should choose this one. It is available in the same eight colors as the regular fit. Crew neck ¥5,500+TAX , V-neck ¥5,700+TAX

Stanley International
Phone: 03-3760-6088
http://goodwear.tokyo/

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