At Isetan Shinjuku Store, Men's Building a variety of stylists, from fashionistas with in-depth knowledge to sophisticated well-dressed gentlemen, welcome customers. However, everyone starts out as a fashion beginner. There's bound to be a special attachment to the first item you bought in your youth.

This time, we're focusing on Yuta Furuhashi from Boyle Blanche. Ever since he got his hands on his first pair of Nike Air Jordan 1s in junior high school, he's been obsessed with rare sneakers. Today, he's diligently checking online information as well.

Furuhashi-san, who is in charge of the currently popular Italian sneaker brand for adults, Voile Blanche, is apparently quite a sneaker enthusiast. In fact, when I went to meet him at Isetan Shinjuku Store, Men's Building , first basement floor, Furuhashi-san was wearing sneakers that made his passion immediately apparent. He usually wears Voile Blanche when he's working in the store, but today he brought along the sneakers he wears in his private life.

I experienced the 90s sneaker boom when I was in junior high school.

The currently trending Voile Blanche is an Italian brand of sneakers for adults. You can find a wide variety of their products Isetan Shinjuku Store, Men's Building B1F, in the men's shoe section.

"When I was in junior high school, I got my hands on a pair of Air Jordan 1s at a local sneaker shop, and since then I've been collecting all the popular Nike sneakers of the time, like Air Jordans, Air Max, and Air Footscape. My source of information was magazines. Magazines like 'Boon' and 'COOL TRANS' were leading the sneaker boom, and I read every issue."

Furuhashi, who was on the basketball team, loved wearing Nike shoes during club activities. Apparently, his style back then was to alternate between Nike shoes and rarer models in his private life.

I'm a Nike fan, starting with Air Jordans.

The first sneaker in Mr. Furuhashi's collection was a pair of Nike Air Jordan 1s in the black and red Chicago Bulls colors. He was lucky enough to find a re-release of the model from 1985, which was re-released in 1994, in a store.

"The Air Jordan is the model that got me into sneakers. I wore them every day, and even to school."

Those memorable Air Jordan 1s mysteriously disappeared from his locker after a physical education class when he was in his third year of high school. He says it's still a painful memory, but perhaps he should be grateful that they weren't targeted in the "hunting" that was a social problem at the time.

"I've bought so many pairs of Air Jordans I can't even remember. I started with a replica Air Jordan 1, and I remember buying an Air Jordan 11 when I was in my third year of junior high school. I even climbed Mount Fuji wearing a retro model of the Air Jordan 5. They got all muddy and ruined, but I don't think I'm the only one who's climbed Mount Fuji in Air Jordans, so it's a good memory."

Mr. Furuhashi has continued to acquire rare Nike models since then. He obtained the Air Max 95 in Solar Red, not Volt (commonly known as Yellow Gradation), which became a social phenomenon. The Air Footscape, which has shoelaces on the side, originally came in blue and white, but he selected red and black for this as well.

As an adult, I've become a big fan of Off-White collaboration models. The collection you brought with you today also included some Off-White x Nike pieces.

"I got my hands on the Nike x Off-White Rubber Dunk in the US-exclusive Green Strike colorway. This iconic Virgil Abloh color scheme was also frequently seen in his collection line, making it a nostalgic look now."

Another pair of shoes, the Off-White Air Jordan 5, is a model that would be extremely expensive if new, but Mr. Furuhashi apparently wears them regularly without worrying about the price.

Adult sneakers should also prioritize comfort.

Among the sneakers that Mr. Furuhashi brought with him that day, the one that particularly caught the eye was Onitsuka Tiger Dentigre LL. While its voluminous outsole is a striking design feature, the upper has a classic look. The "FuseGel" incorporated in the heel provides a light and comfortable fit.

"Dentigre has a distinctive dad-style design. The clothes I'm wearing today are from a Japanese designer's brand, and I think they suit this kind of adult casual style. Maybe it's because they're both Japanese brands."

For Mr. Furuhashi, sneakers are all about "wearing them." This is probably because he experienced the sneaker boom of the 90s. Back then, he would overlook the fact that the rare models he worked hard to acquire were a little too big, and he would wear slightly oversized vintage Levi's® low on his hips. This is a sensibility unique to that generation.

"When you're actually going to wear them, you want to choose comfortable sneakers, right? In that respect, I think new balance is a sure bet. I wasn't very interested in them until I became an adult, but a friend strongly recommended them to me, and I was impressed when I tried on the 996, even though I was skeptical."

However, after the 996, he started importing the 992, which is not widely available in Japan, from overseas, perhaps due to his love for rare models cultivated through his experience with Nike. He is currently searching online for another pair of 992s. Incidentally, he says that the classic gray 1000 series has a strong image as a sneaker for mature adults, and he has decided that he will wear them when he turns 50.

We can also talk about the trendy retro-futuristic sneakers.

"Because of my job, I'm surrounded by sneakers, but I buy my favorite sneakers online. The current sneaker market is mainly online, both for new releases and resales, and it's a battle of information, so checking the latest information every day is essential."

As he said this, Furuhashi, who still keeps up with the latest information on Nike x Travis Scott, smiled with the same sparkle in his eyes as he did in junior high school. By the way, could you tell us about Boyle Blanche, which you are in charge of? When I prompted him, he introduced it to us with a slightly embarrassed look on his face.

"Voile Blanche shoes are highly popular among adults because their thick insoles provide exceptional comfort while also adding 5-6cm of height, making your legs appear longer. Originally, they were known for their unique materials, such as using yacht sail rubber for the upper nylon and tire rubber for the outsole, but now models using Limonta nylon and all-leather models with leather uppers are particularly popular. While they tend to be seen for their design, their exceptional comfort is also a major draw, which explains why they have so many repeat customers."

The "QuarkHype," which was released last year exclusively at Isetan Shinjuku Store, Men's Building was available in white and black models, but the black version is already sold out. Its unexpected popularity suggests it will continue to attract attention.

The "Liam Power," featuring a distinctive heel counter, is a modern take on an 80s-inspired last with added volume. The "Club 01" and "Shine," both with lettering on the EVA sole, also come in a range of sophisticated colorways.

"There are several other up-and-coming sneaker brands worth checking out. CRIME LONDON , designed by a female designer, and Golden Goose , known for its vintage-inspired designs, are brands I would personally recommend."

When the conversation turns to sneakers, Mr. Furuhashi's passion for sneakers quickly escalates from introducing his own brand. He says he's absolutely thrilled when customers who can talk about sneakers like this come into the store.

During the interview, we bonded over our shared experiences: Mr. Furuhashi had a pair of Reebok Instapump Fury sneakers in tricolor, while I had a pair in citron. We also discussed how we won a voucher to buy animal-print Air Max sneakers at an event held by a famous sneaker shop in Harajuku during the pandemic, and whether or not that was a good deal.

For sneaker enthusiasts who have read this article, I highly recommend you come and meet this stylist. Here you'll find a haven for sneaker lovers, staffed by specialists who have experienced the sneaker boom firsthand.

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[Series] "# Encounters with ○○ Enthusiasts at Isetan Shinjuku Store, Men's Building "

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