So, What is NEW VINTAGE? Vol.38 The line between "acceptable and unacceptable" is a difficult one. But that is why Benetton is so interesting.

What is the New Vintage anyway?

In the 1990s, the term "vintage" was used to describe vintage clothing that did not meet the definition of "antique," but still had value, as opposed to "antique" clothing that was 100 years old. Nowadays, there is a movement to find new value in "new vintage," even in old clothes from the 1980s onward, which used to be called "regular" vintage clothes. In this project, four vintage clothing stores with different styles propose new ways to enjoy vintage clothing. Each of them will talk about the charm of vintage clothing with their own sense of style.

Now in its fifth season, this Series has restarted with a change of participating stores. The 38th issue is the second round by Katsuya Suzuki of "CCX.

Text_Tommy
Edit_Yosuke Ishii

Katsuya Suzuki / Owner, CCX
Vol.38_United Colors of Benetton T-shirts and trolley cases

-Now, what are the new vintage items that you would like to introduce to us?

This time, it is " UNITED COLORS OF BENETTON (UNITED COLORS OF BENETTON)) " that the generation over the latter half of 30's would have seen once. It exists now, and it is considered to be a representative fashion brand of Italy that boasts of a history of about 70 years since the predecessor brand was established in 1955. Especially, if it is said the popularity from the 80's to the 90's when the name recognition in Japan increased, it might have been outstanding among the Italian brands that were popular in Japan at that time.

-. indeed. So, what items do you have?

At the time, they were more in the vein of Calvin Klein and Gap, which have many fans in the fashion industry, but they had been running campaigns to eliminate racism and sexism since the 1980s, and in terms of getting their message out, they were earlier than other brands. In terms of sending out a message, we were earlier than other brands. The color of the brand name has two meanings, "color" and "race," and it is "United," so it must be filled with a peaceful wish for world harmony. I can feel this in the items.

-Honestly, I had an image of it as a brand of licensed products.

In Japan, that might be true. However, it also has something in common with the "Paninari (Italian version of American casual)" that I mentioned in the last issue, and you can find many items from the 1980s that show a longing for America, such as knitwear and outerwear with native patterns, reminiscent of PENDLETON. In the 80's, you can find a lot of designs that remind us of Pendleton, such as knitwear and outerwear with native patterns. In the 90's, however, there was an increase in commercial items with a message and a unique sense of color called "Benetton colors" at the forefront.

-I see a lot of bags and accessories in the used market.

I do see that area often in licensed products. Bags, hand towels, and even campen cases (laughs). On the other hand, the quality of the clothes is high, and some of the items are made in Italy. Incidentally, in the 1990s, dancers and musicians in the U.S. were wearing them. The message and flashy coloring must have matched the black culture. So, I have brought some T-shirts that convey that kind of atmosphere.

-This cheerful and positive design is exactly the image of Benetton back then!

It is thought that this item was made in the 90's, and the most important point is the youth-like and loud coloring. However, it was worn by adults back then, so COOGI might be close to this item in terms of sensibility. The paneled body and the graphic print and embroidery on the front give a sense of the times. As I mentioned earlier, in the 90s, visuals became the main focus, and this item also shows the transition of the brand.

United Colors of Benetton T-shirt ¥6,600(CCX)

-One other point is the trolley case.

I mentioned earlier that various items were made under license, but I think this is an in-line item from the late 1990s. I know this is a bit of a joke, but I hope you will enjoy this item because it has "character" to it (laughs). The plastic or polycarbonate body looks like a toy, but the interior is made of a fabric with a logo pattern, and there is a dial lock and a carry handle. Of course, the key point is the color scheme, which is in full bloom with primary colors. The fact that such a luxurious item was made at that time shows the power of the brand and the background of the times. Perhaps this is the image of Benetton for most people.

United Colors of Benetton trolley case ¥16,500(CCX)

. - Since both have a strong impact, the key will be how to incorporate them.

That's where it is!　If you look for it, you can find it at your local recycle shop. However, it is very difficult to draw a line between "yes" and "no" with Benetton. Depending on how you use them, they can look very tacky. In that sense, as with the previous "BEST CAMPANY" collection, there is a lot to explore and wear. I would wear the T-shirt I mentioned earlier as an inner layer of a set-up. Or a flared denim and G-jacket set-up with voluminous sneakers. Or, it would be fun to update it with a Y2K look, like when Kanye West first came out. As the brand name suggests, I love the fact that anyone can wear the brand without borders, so I encourage everyone to have fun with it in their own way!

Katsuya Suzuki / CCX Owner
CCX will open on July 7, 2021, as a select store that "strikes back at minorities and proposes the joy of discovering sharp things" for people who enjoy fashion freely. CCX will introduce items and styles that can be found nowhere else, without being bound by genres such as vintage, designer, European, American, Asian, military, or work.
Official site:www.ccxwebstore.xyz
Instagram:@ccx_kitazawa