So, What is NEW VINTAGE? Vol.86 "Unlike" may be good in reverse. Rare Lanes logo sweatshirts.

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.

With all the new stores replaced, this Series is finally in its 11th season! The 86th issue is the second round of Mr. Ryosuke Akimoto & Mr. Yoshihide Ohashi of "Nerdy Dogs (™︎)". What new vintages will they introduce this time?

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Edit_Yosuke Ishii

Ryosuke Akimoto & Yoshihide Ohashi / Nerdy Dogs™︎
Vol.86_LANDS'END logo sweatshirt

-This is the second round. Did you get any feedback from the previous round?

I have received comments from customers such as, "I have always liked LANDS'END," or "I didn't know they had a model name for those jeans! I've received comments such as, "I've always liked LANDS'END. I think this has led to an increase in Lands' End's name recognition. However, overall, there were more people who said, "I actually like it" (laugh). I felt that was "typical" as well.

-(laughs). Up until now, you have had an image somewhat similar to that of L.L.Bean, but I had the feeling that you were looked down upon a bit.

I think that is probably the position in the U.S. as well. So I hope that this will be an opportunity for us to re-evaluate the situation.

-So, what are some of the new vintage items you will be introducing this time?

Of course, it's Lands' End! (laughs). As was the case with the jeans introduced in the last issue, Lands' End is characterized by the fact that there are basically no items with a brand logo. This crew-neck sweatshirt with the logo is an exception to the rule. This time, we would like to introduce this item.

LANDS' END logo sweatshirt ¥16,280(Nerdy Dogs ™️)

-Unexpected catchiness!

I'm a little uncertain, but it appears to have been in the lineup from maybe the end of the 1990s to the early 2000s. The material is a cotton x polyester blend fabric. There is an arched brand name patch on the front, and the back is plain. It is really simple.

The college-style arch logo is also fresh.

Even if the body color is changed, this part is the same. The navy letters with white borders are presumably the brand's image colors, as seen on many of the tags. The good and bad thing about Lanz is that it does not emphasize the brand logo too much... (smiles). So, I think they took on the challenge to break free from such a dilemma.

LANDS' END sweatshirt ¥11,880(Nerdy Dogs ™️)

-I am wondering if it has been effective. It seems to me that the fans of "Lands' End" who have been buying for a long time don't seem to want a logo.

Perhaps the brand itself was going through a transitional period in terms of time. In fact, from the 2000s, the brand's taste changed dramatically, with colors becoming a bit more subdued and plain designs increasing.

-I see. Logos tend to make a strong statement, but this one seems easy to incorporate.

The fabric is easy to wear because it is lined with pile, the ounce thickness is low and light, and the sleeve and hem ribs are short and loose. I think that it will be completely active in the sense of a long T.

LANDS' END sweatshirt ¥11,880(Nerdy Dogs ™️)

-There will be a variety of color variations.

This time we have red, navy, gray, and olive, but the only other color that we have confirmed to exist is maroon. It is possible that the only other color available was maroon.

-Last time, I heard that "basically made in the U.S.A." is one of the appeals of Lanes. Is this sweatshirt also made in the U.S.?

The countries of production are quite varied, including Turkey, Singapore, and Peru. There are basically no American-made sweatshirts in this design, but Lands' End does have American-made sweatshirts.

LANDS' END sweatshirt ¥12,980(Nerdy Dogs ™️)

This is one example. There are also items using Champion's "reverse weave" body. I think they were OEM or "W-name" items, as both logos are on the tag.

LANDS' END sweatshirt (purple) ¥11,880 / (green) 14,080(Both Nerdy Dogs ™️)

-What is it about the Lands' End brand that appeals to you?

In terms of coordination, I think the main reason is that "brand logos are not assertive. Therefore, it has a high affinity with various items of various brands. For example, if you wear a full-body bean shirt, it might look a bit cosplay-like, but change only the shirt to a Lanz shirt. People around me probably won't notice or even care (laughs). Also, since my home base is in Illinois, right in the middle of the North American continent, I can coordinate with East Coast brands such as Bean and West Coast brands such as The North Face, Patagonia, and REI. I think it is possible to coordinate the best of both worlds.

-It's very anonymous in terms of items, isn't it?

Some items are more outdoorsy, such as shell jackets, while others are more casual, such as button-down shirts and jeans. So, I hope that people will not think too much about it, but rather take it "freely, just like in America.

Ryosuke Akimoto & Yoshihide Ohashi / Director, Nerdy Dogs™︎
Akimoto and Ohashi, who were the same age when they joined a major select store, became buyers and salespeople, respectively, and opened "Nerdy Dogs ™︎ (™︎)" in Gotokuji in July 2023, selling mainly 90's outdoor vintage clothing, which they love. Nerdy Dogs ™︎" opened in Gotokuji in July 2023.
Instagram:@nerdy__dogs