This is a column about the stories behind fashion products and things that go on behind the scenes, delivering with a bit of a scathing perspective but with a love of products. Atsuo Watanabe, editor-in-chief of PRODISM magazine, Yukihisa Takei, editor-in-chief of HONEYEE.COM, and Takuya Raita, a stylist, choose a theme each time and talk about the products we have selected. We have picked out the latest items that caught our eyes from five different brands!

Edit & Text : Atsuo Watanabe (PRODISM) & Yukihisa Takei (HONEYEE.COM)
Styling: Takuya Raita
Photo: Kengo Shimizu


Tweed Mountain Parka

“Techwear with a classic feel is the brand's signature style” (Watanabe)

Takuya Raita (R): This is a tweed mountain parka made of GORE-TEX INFINIUM™ from THE NORTH FACE PURPLE LABEL. Tweed fabric is usually airy, but adding a high-tech material solves this problem. The back of the collar is corduroy and the classic details make this even more attractive. I thought a tweed mountain parka reminded me of the good old days.

Atsuo Watanabe (W): Techwear pieces with a classic feel are an exciting aspect of THE NORTH FACE PURPLE LABEL. It's a simple design, but functional materials are incorporated. It's the brand's signature style, in a way.

Yukihisa Takei (T): I recently had the opportunity to look at a variety of techwear, but I didn’t realize that there was also this kind of classic feel techwear. Have there been items like this before?

R: I used to see a lot of shells with patterned fabrics, but I think plain and single-colored items are more mainstream these days.

W: It's timeless and mature, so you could wear it at any time.

The idea of combining airy Harris Tweed with GORE-TEX INFINIUM™ is very much in keeping with the brand's "city tech" wear. Despite its classic look, its functionality is more like outdoor wear, and that's what makes it so appealing.

Harris Tweed GORE-TEX INFINIUM™ Mountain Parka ¥99,000
nanamica MOUNTAIN
TEL: 03-6416-3012


PrimaLoft® Jacket

“DAIWA's rapid growth is incredible” (Takei)

R: This D-VEC × ELIMINATOR PrimaLoft® jacket also features GORE-TEX INFINIUM™. As well as its thermal and breathability functions, this outerwear also has a lot of storage space, with pockets even on the back.

T: That said, DAIWA's rapid growth is incredible. Not many people see DAIWA as just a fishing equipment brand anymore, do they?

R: The influence of DAIWA PIER39 is huge (laughs). I'm impressed by their power of branding. It's interesting that when I ask the younger generation what their favorite street brand is, the name DAIWA PIER39 comes up. By the way, I heard that DAIWA was the first company to use GORE-TEX in Japan.

T: I think techwear has grown and matured in Japan. I mean GORE-TEX and other such fabrics are from overseas, but I feel that the way they are used in clothing has developed in Japan.

W: I think the attention to detail in Japanese manufacturing and techwear is a good match, like how to incorporate high-functional fabrics into clothing.

T: The key point about this ELIMINATOR exclusive item is finished in all black.

W: With so many pockets, it's such a practical item that you won't need to carry a bag.

D-VEC, one of the apparel lines from DAIWA, the successful fishing gear company, has collaborated with ELIMINATOR, a multi-label store in Daikanyama. The jacket is finished with a strong look, in keeping with ELIMINATOR's key color palette of black.

TEL: 03-3464-8144


Oversized Coat

“It's ‘contemporary', but it's very sophisticated as a piece of clothing" (Takei)

R: This highly designed oversized outerwear by genzai, which recently had a runway show at the Rakuten Fashion Week TOKYO.

W: genzai promotes themselves very well on social media, and their price range is very affordable, too It's a very contemporary brand.

T: Yes, it's very ‘contemporary', but it's also very sophisticated as a piece of clothing.

W: It's not just ordinary cloth, and the graphics and details show a strong personality.

R: The drawstring at the back makes it look like it's made in a mod coat style.

T: This orange is a very exquisite color.

W: It would look good if rappers and musicians wear it. I guess the fact that they catch the trends in the young scene makes the brand so successful.

T: I like the indescribable streetwear vibe.

The brand name genzai has become more and more familiar in the recent years. What’s great about the brand is a street feel like vintage clothing, and its prices for the quality and design. This item also has an exquisite coloring and a design that feels current trend but offering at this price. No wonder the number of fans is increasing.

Escape Coat ¥19,800​​


Short Zipped Jacket

“While oversized is still the mainstream, the short length is fresh” (Raita)

R: This jacket with back print is a collaboration with KOWGA. This is the first time UNION has worked with a Japanese womenswear brand.

T: So, is KOWGA originally a women's brand?

R: Yes, the brand is ran by a female designer. Oversized clothes are still mainstream, but short length is something new. I think those trend-conscious kids would wear this kind of slender clothes like KOWGA.

W: The designer herself is very good at styling, and I think it's a real, current Tokyo street style.

R: The item is designed based on a City of London Police jacket. The sampling source is  very interesting!

W: It could be also worn as oversized womenswear.

T: I see, that might be a good idea.

Despite KOWGA is a womenswear brand, it has also received a lot of attention from the menswear scene. In this collaboration with UNION, KOWGA has released a jacket that can be worn as a unisex item. The jacket is finished with a Tokyo-style urban look, with elements of military clothing. The UNION logo on the back is also a key feature.

TEL: 03-6434-5510


adidas Gazele

“I guess they are indispensable partners for each other” (Watanabe)

R: It's a masterpiece Gazele from adidas, and these ones are made of leather all over, even on the small details.

W: Ver impressed - that's what I'd expect from Y-3.

T: It's refreshing to see so much leather used for sneakers. Moreover, just by putting "YOHJI YAMAMOTO" on the side, it has created a strong impact. It's been a while since I've seen a Y-3 product last time, but they look very mature.

W: Y-3 has its own unique atmosphere and is not unwavering as a brand.

T: It's unusual to see such a long lasting collaboration.

W: I guess they are indispensable partners for each other.

T: I have a feeling that we will see more of this kind of luxury design series of classic adidas models from Y-3.

Y-3 updates the GAZZELE, one of adidas' most famous models, into a clean and luxurious shoe. The look of the classic trainer has been upgraded by using leather for the side tapes on the sole. Above all, the YOHJI YAMAMOTO lettering on the side gives it a really strong character.

GAZELE  ¥41,800
adidas fashion group showroom
TEL: 03-5547-6501

(From left to right) Atsuo Watanabe, Editor-in-Chief of PRODISM, Takuya Raita, Stylist, Yukihisa Takei, HONEYEE.COM)

Atsuo Watanabe / Editor-in-Chief, PRODISM

Born in 1973. After working as an editor for Asayan and Huge, he became a freelance editor and launched the product-focused magazine PRODISM in 2013, where he continues to work as the editor in chief. He is well versed in men's fashion, sneakers, and streetwear, and has a unique aesthetic.

Takuya Raita / Stylist

Born in 1986. Having assisted for Hiroyuki Kai, he became independent in 2012. While working mainly for men's fashion magazines, he is also known for his product styling that sensitively incorporates trends. Currently looking for an assistant.

Yukihisa Takei / HONEYEE.COM

Born in 1972. After working as an editor of the magazine EYESCREAM, he became the editor-in-chief of HONEYEE.COM, but resigned after one year. After working as a freelance editor and creative director for various brand websites and media launches, he returned to his post as editor-in-chief of HONEYEE.COM in the fall of 2021.