lifestyle

Men’s yukata go for cool look

13 Comments

While Japan trudges and sweats its way through a finicky rainy season, everyone is awaiting the typically scorching hot summer that lies ahead. During the holidays many men in the country turn to the traditional garment called a yukata. A yukata is a loose-fitting kimono made of cheaper and lighter material than usual. To put it simply; it’s a bathrobe that’s acceptable for outdoor use.

But let’s say that you want the comfort of a yukata, but not the appearance of an alcoholic shut-in who’s lost all self-respect. For that, designers in Japan offer a slew of stylish yukata for you to choose from.

However, among all the competing brands these ads from Vice Fairy really resonate with guys like me and many other men in Japan. I don’t know why but their slogans seem to have the impact of a 10 ton steel fist.

These ads have a lot to take in at first glance. First we have the use of a visual kei band Royz as the models. It probably doesn’t need explaining after looking at the photo, but visual kei is Japan’s refined version of the old glam rock taking the androgyny and shininess as far as they can. Examples include X Japan, Dir en Grey, and Buck-Tick.

Then we have the use of artistic captions that are currently hugely popular in men’s fashion magazines, especially with subculture related fashions.

Here are some of the slogans on the ads:

“Things are going elegantly. Elegantly.” “Let’s just see you enchant me. Let’s test the reaction time of the best yukata there ever was, is or will be.” “I will show the world all of the manly magic and charm that a man could possibly possess!” “Come, fear me, want me, tonight too, the hero is mine.” “Dare I say: This is the ultimate evolution [Vice Fairy].”

Source: Vice Fairy

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13 Comments
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Is that really a man in the photo?

6 ( +6 / -0 )

Thought that wearing any type of shoe / sandal on the tatami mats was a big cultural no-no in Japan?

2 ( +3 / -1 )

"I will show the world all of the manly magic and charm that a man could possibly possess!" Uhh ... if you want 'manly magic', then maybe choose a dude who doesn't paint his toenails?

2 ( +3 / -1 )

I don't think cool and anything named Vice Fairy really go together...

2 ( +2 / -0 )

Speaking as a woman - so UN-cool. He has already shown me too much with that hair and geta on the tatami.

2 ( +3 / -1 )

I know about the geta and I know a lot of you don't get V-kei, but maybe you're not the customers they're aiming for... Personnaly I would turn my head if something like this would walk in my hometown...

2 ( +2 / -0 )

Wait, um, that material... wouldn't that make the thing actually hot? Shiny, sliky material traps body heat like crazy, doesn't it? Does for me; can't stand the stuff - never wear it. In Summer, cotton, please. The cool thing about traditional yukata is that they're actually cool - as in temperature.

I don't think there's anything wrong with the traditional cut & style of yukata for men, nor the base material; what's needed is a more modern color and pattern approach: up-beat, but refined. Like the less garish, "formal" Aloha shirts...

2 ( +2 / -0 )

Is he an elf? Wow - thought it was April 1st. Yes, no shoes or sandals are acceptable on tatami. Let's just pretend the whole thing is a manga drawing or an advert for pachinko.

1 ( +1 / -0 )

Vice Fairy? That name and the guy(?) modeling the yukata, plus the words 'androgyny' and shininess,' along with corny and stupid slogans = only for those who putt from the rough.

1 ( +2 / -1 )

Too Host-y. No thanks. It looks more like a cheap bath robe or Halloween costume. Though I don't know why anyone is complaining about the band member not being manly. Burly beards and hairy chests don't exactly come to mind when I think of v-kei.

1 ( +2 / -1 )

The style of clothing is okay but the feminine hair and makeup really transitions a "man" into a "transvestite" .... How Japanese women adore men such as this is a mystery...

1 ( +2 / -1 )

i feel like i need to go and thoroughly wash myself after looking at that photo :-/

0 ( +1 / -1 )

As an "an alcoholic shut-in who’s lost all self-respect" and lays around in a stained cotton yukata/bathrobe, I feel so much better about myself after seeing this picture. Thank you.

0 ( +0 / -0 )

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