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 stores newly replaced, this Series is now in its 12th season! The 90th issue features Takeshi Iishi and Atsuya Sano of 7ession, a hot store in Akodaimae frequented by models and industry people. What new vintage items will they introduce?
Text_Tommy
Edit_Yosuke Ishii
Takeshi Iishi & Atsuya Sano / 7ession Buyer, Director
Vol.90_BAD BOY & NO FEAR T-shirts
-First of all, let me ask you. What does New Vintage mean to you both?
The premise is that our generation and the younger generation perceive items worn by people 10 years or more older than us as "very fresh and interesting. Also, in that era, fashion changes were no longer in a so-called 10-year cycle, and people were wearing completely different things just by being a little bit out of step with their generation. Among such items, I find items from the 1990s to the mid-2000s to be "interesting and worth digging for.
-What do you find "interesting" about it?
This period was a major turning point in the history of fashion, which until then had been a series of revivals of past trends, with the release of many items that were technically and commercially difficult to mass-produce, and the birth of new genres. We feel that this was a major turning point in the history of fashion, where revivals of past fashions had been repeated. Until then, the balance between demand and sharing had led to a standard of value for "true vintage" items, where a small number of pieces = rare. However, we have to move away from that kind of yoke. I think such items will remain as new vintage in the future.
Since the 90's, more and more brands have been filtered through the filter of "fashion," rather than denim = work or mampa = outdoor, so I think there should be a new standard of value to match this. So, what are the new vintage items you will introduce this time?
There was a surf brand called "LIFE'S A BEACH" that took the world by storm in the 1980s, from which "BAD BOY" was born in 1982. The former brand is still in existence today, and the latter was created in the 1990s. The former brand is still in existence and has an official website in Japan.
I didn't know Bad Boy was still active. Life's a Beach was revived in 2017 by the PALACE crew, and it became a hot topic on the streets.
That's right. Bad Boy was advertised in fashion magazines in Japan in the 1990s, so many people are aware of it, but as for No Fear, most people just think, "Oh, there was a brand like that once, wasn't there? As for the characteristics of the brands, while both supported extreme sports in general, the former focused on skateboarding and the latter on surfing, motocross, and martial arts. Incidentally, as mentioned earlier, "Bad Boy" was overwhelmingly more popular in Japan.
While the advertisements featuring SPEED members and martial artists left a strong impression on me, I also have a negative image of licensed products being sold cheaply at mass merchandisers and supermarkets. ......
However, there are many cool items from the early days, so this time we would like to feature "No Fear" and also mention "Bad Boy," which is like a sibling brand of "No Fear. I'd like to start with "Bad Boy. Let's start with "Bad Boy.
BAD BOY T-shirt ¥15,800(7ession)
Here it is, the thick eyebrows and eyes of the square-cropped character! It has an impact, doesn't it?
We like it very much, but all the items are generally silly (laugh), perhaps because they inherit the bad-boy attitude that flowed in "Life's a Beach. The body is an early type of "Anvil. Bad Boy's early items were also priced accordingly. And then, "No Fear," which was born after this, is available at .......
NO FEAR T-shirt ¥8,800(7ession)
Huh? Surprisingly simple.
This must have been made in the 1990s. Yes, it is simple, but isn't the look overwhelmingly good? Above all, the logo design is superb. "ARE YOU AFRAID TO DIE? OR JUST AFRAID TO LIVE. (Are you afraid to die? Or are you just afraid to live?)" and the "NO FEAR" logo side by side embody the brand's beliefs. Frankly, we think this is about as cool as it gets, but it's also a bit more of a new-age design. ......
NO FEAR T-shirt ¥12,100(7ession)
Wow - this all sounds silly at once (compliment).
The combination of lamé, dragons, and a mysterious tribal-style pattern also creates a unique and silly West Coast American look, which I think is great. I think this extreme look is the real Y2K (laughs). I think it was released a little after many brands such as "Stussy" introduced the dragon motif. The tag is cut off, so I think it is from the late 90s or early 2000s.
You showed us two pieces from the two extremes, but does "No Fear" have a standard design like "Bad Boy"?
I didn't have it on hand and couldn't introduce it, but if I had to name a representative design, it would be the "staring eye". This is similar to the logo design of "Bad Boy," and it tells us that the two have the same lineage, and caps and beanies with the eyes on the front panel are cool and can be called masterpieces.
What kind of items other than T-shirts and headwear do you have in mind?
It seems that they made anything and everything, including blousons with logos printed on them. In other words, simple designs are more likely to be called masterpieces. To take it to the extreme, a black body with a "No Fear" logo on the back would be ideal. Well, even if it is considered a masterpiece, it is only "among a very small group of people," so I don't know what will happen in the future. (Laughs) In fact, the price is quite normal at our place, too.
Do you have high expectations for the "future" of the company?
As for the 00s-inspired items I mentioned above, I am wondering if stores that like that kind of groove will start picking up these items someday.
What would you recommend for a "session" to incorporate "No Fear" now?
I think it is okay to swing over to Y2K or skate and surf, but I think it would be better to strike a balance by matching it with something a little more clean, such as slacks instead of, for example, below-the-knee shorts, thick denim, or cargo shorts ....... If you follow the theory, you will just end up looking like a person wearing a costume of the time.
Takeshi Iishi & Atsuya Sano / 7ession Buyer, Director
Launched in 2019 by buyer Takeshi Iishi and director Atsuya Sano, the store will move to Akadaimae in 2022 and open as Session (7ession). The selection ranges from classic to unique, with many items that have caught the pair's antennae, centering on brand archives from the 1990s and outdoor/sportswear from the 2000s.
Official site:7ession.base.shop
Instagram:@7ession
