(Center) Y&Sons yukata ¥52,920

A cool yukata look that stands alongside trendsetting Japonism brands.

Amidst a growing trend towards traditional Japanese culture, art, and craftsmanship, a new street style that reinterprets Japonism in a modern way has become a popular trend. Standing alongside stylist Iwabuchi, dressed in a yukata, are men sporting Sasquatchfabrix and The Sakaki.

"Japonism is attracting attention from fashionistas overseas, but with a yukata from Y&SONS, you can stand alongside them and still look great," says Iwabuchi. "I've seen men in yukatas and thought, 'It's summer, that's nice,' and I've wanted one myself. I used to think of traditional Japanese clothing as being rigid, but when I saw Y&SONS' fusion of Japanese and Western styling, I was drawn to the fact that it could be easily combined with hats, shoes, and bags I already own, and that it could be worn in a basic, versatile way."


"I chose this 'wave and bamboo pattern' for my first yukata because I thought it would be easy to coordinate, like stripes on Western clothes. I bought a light gray obi to go with it, and kept the look simple and cohesive with white accessories. By cherishing the classic impression of Japanese clothing while upgrading it with accessories so that it can be worn every day, I feel that the yukata has become much more approachable," she continues.

"Last year, I had my yukata made and wore it on a pleasure boat and to a local festival. I'd like to wear it to festivals and fireworks displays again this year. It's fun to add my own playful touches with hats, sandals, and sneakers, but I'd also like to try a more standard style with traditional Japanese sandals like geta or setta."

NEXT≫ Enjoying yukata with your family, just like wearing a T-shirt and jeans.