The cycle of fashion trends as perceived while in a store

Shibata , I'd like to ask you about the basics: does Magnif have a concept for its product lineup?

Nakatake: My personal concept is to "distribute both uncool and cool items without distinction." I stock various magazines, including those on high fashion, traditional style, and street style.

Shibata : The Magnif storefront is actually showing signs of a trend. It feels like they're highlighting archive pieces that are likely to become popular next.

Nakatake: There really is such a "wave," and in the 80s, before we knew it, we were riding the wave of "that's cool." At the store, we started getting more and more inquiries like, "Do you have anything from the 80s?" or "Do you have any magazines with lots of pink and fluorescent clothes in them?" and we really felt, "Ah, it's in fashion."

Shibata : You get to witness the moment when something that was considered uncool suddenly becomes cool. When you feel that wave, you get a sense of "the next one will probably be around here."

Nakatake: When magazines like "BOON" from the 90s suddenly come into the store, they start selling like hotcakes, and I can see the resurgence in popularity of vintage jeans and high-tech sneakers.

Shibata: I guess people who create trends tend to be interesting people, don't you think?



Nakatake : Speaking of which, the other day I saw a woman in her twenties wearing a suit engrossed in reading a motorcycle magazine from the 1930s, and when I asked her about it, she turned out to be a biker who rides her motorcycle 365 days a year! You do have interesting encounters like that.

Shibata: That's the best part of being on set, isn't it! Regarding fashion, the 80s and 90s have been trending... so I wonder if the next trend will be the 00s?

Nakatake -san... The 2000s were a period of increasing diversity, so it's difficult to generalize and summarize them all...
This applies to any era, but I believe that as a used magazine bookstore, we should be cautious when it comes to summarizing fashion culture in any way.

I believe my role is to demonstrate, using magazines from that era, that the general consensus that "the 80s were a time of economic bubble and everyone was dressed in flashy, trendy clothes" is extremely biased information.

Shibata: I see, so the "2000s" are difficult, huh...?

Instagram's role in conveying the appeal of old magazines and popularizing 'Magnif' | Page 3