So, What is NEW VINTAGE? Vol.40 "Chosen by the Tsura, free with the street groove". Somehow Yves Saint Laurent's scarf.

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 been relaunched with a new participating store. The 40th issue, the last of this season, features Mr. Tadahiro Ito of Ito Shoten!

Text_Tommy
Edit_Yosuke Ishii

Tadahiro Ito / Manager, Ito Shoten
Vol.40_Yves Saint Laurent's scarves

-Please introduce some of the items in the New Vintage collection!

You know those scarves? You know, the kind that madams wear around their necks. I thought I would use that as the theme for this collection. I used to love this item myself, and we used to carry it in our store. Recently, I've been thinking about it again.

-What was it like to incorporate it at the time?

For example, a short-sleeved shirt and shorts would look childish. So, I try adding a scarf. Then I would feel "a little more mature" (laughs). At the time, Chanel and Gucci boots were popular in second-hand clothing. Moreover, they had chain prints and glitzy designs that made them look a bit like gold. On the streets, I often saw heads wearing them with PHENOMENON and SWAGGER clothes, just like Osumi-san.

-The items brought to us this time are a little different in color.

It's no fun to "keep things the same as they were back then," and since I've grown up, I decided to change the atmosphere and collect items from Yves Saint Laurent. Like "UNITED COLORS OF BENETTON)" that Katsuya Suzuki of "CCX" introduced before, there are official and licensed products. However, since the production tag is attached as loosely as Margiela's, most of the items found in the secondhand clothing market have been removed, and it is often impossible to tell which one it is (laugh). This is an official French-made item made of 100% silk. It is probably from the 80's or 90's, but the pattern and colors are very stylish.

Yves Saint Laurent scarf ¥4,000（Ito Shoten)

-I guess. Is there any major difference between official and licensed products?

The material is basically the same, silk, and there is no major difference in quality. However, as a rule of thumb, there are many exquisite designs that are just barely not ....... It has a kind of "souvenir" feel to it. By the way, this one has lost the tag, as usual, but it is probably a licensed product.

Yves Saint Laurent scarf ¥4,000（Ito Shoten)

-Simple, isn't it?

But it's not bad, right? If you ask me if I think it's a bad idea, in my case it's a very good idea!　This is also a licensed product, but the rectangular scarf shape is unique, and I can't leave it alone. To be honest, whether it is an official or a licensed product, I would say, "Let's just go with it! (laugh).

Yves Saint Laurent scarf ¥4,000（Ito Shoten)

- If you had to verbalize that groove?

It's all about the "horns. That's all there is to it. As for the reason why I chose Yves Saint Laurent, there are surprisingly few secondhand clothing stores that properly select and sell their products. There are some stores that sell the Chanel and Gucci items I mentioned above as part of their archives, but I don't think they are recognized as fashionable items. I think they are not recognized as fashionable items. That's why it's good. They can be sold at a low price because they don't have value yet. At this price, people will say, "Let's give it a try.

-It's a kind of "fun" that is "not" fun. By the way, what do you recommend to incorporate?

If you insert it into the collar of your shirt, it will look like a wedding after-party (laugh), so feel free to go with the street style. In the summer, you can wear it over a plain T-shirt, or just loosely around your neck. It is also fun to tie it around a denim belt loop or wrap it around the handle of a tote bag. In spring and fall, we recommend wearing it with a hoodie. For now, just go with it, without any pretensions.

I thought it was cool the way my seniors in the apparel industry used to do it. They wore plain white T-shirts and Polo Ralph Lauren swim shorts with Nike Air Max shoes on their feet. He also wore a long bill cap and a Louis Vuitton scarf. I was really impressed with that look, so I thought it would be fun to try to incorporate it into my look again.

Tadahiro Ito / Manager, Ito Shoten
In 2008, he opened the vintage clothing store "T" in Koenji. Its street-based selections attracted a lot of attention. Later, he relocated to Shibuya and expanded his fan base to include musicians and people in the fashion industry. Currently, he runs "Ito Shoten," a playful web store featuring a selection of vintage clothing and his own headwear brand "geek. He also holds pop-up stores on an irregular basis.
Official site:ito-store.stores.com
Instagram:@mr_t_ito