As Japanese consumers have become less infatuated with brand names and logos, and more concerned with quality and individuality, one trend that is emerging across the fashion industry is customization — and denim is no exception.
Made-to-order jeans give customers the freedom to have something that is special to them and fits them perfectly, while still being a basic, everyday item. They can choose from a variety of fabrics and finishes, buttons, rivets, stitching colors, pocket materials and more until they have their ideal look, which is generally ready within a month.
“For young people, it’s important to express yourself in a fashionable way, but also to not be left out,” said Yuiko Mitani, a research analyst in Euromonitor’s Tokyo office. “So customization meets the demand for being yourself, but it’s not too extreme.”
Japanese jeans-maker Betty Smith has been taking orders for custom-made denim for more than 10 years. Each pair of order-made jeans — sold under the brand name Denim Works — is made at the company’s workshop in southwestern Japan’s Okayama prefecture. Customers can place their orders on site in Okayama, at the company’s stores in Tokyo and Osaka, or at one of roughly 100 tailor shops across the country.
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