Exploring the changing definitions of vintage through the eyes of shop owner Hiro, showcasing unique ‘Dad Caps’ intertwined with cultural connections.
In the ever-evolving world of fashion, the concept of “vintage” has transformed significantly since the 1990s. Initially associated with items that did not meet the antique designation of being over 100 years old but still held considerable value, the term has expanded to encompass “new vintage” clothing from the 1980s and beyond. The Houyhnhnm publication is reporting on a project aimed at exploring these evolving definitions of vintage through the perspectives of different vintage shops, with a focus on this intriguing trend.
The 14th season of this exploratory project has commenced, showcasing a diverse lineup of shops, with the latest installment featuring Hiro, the owner of “marmalade,” a rising vintage store located in Jiyugaoka. The current highlight, part of the 106th feature, is centered on “Dad Caps” sourced from America, reflecting a significant cultural connection. Hiro shared insights about his selection process and the essence of new vintage during an interview.
Hiro explained the intention behind introducing caps intertwined with bike culture, saying, “While it’s crucial that there is a solid background and cultural connection, I personally believe that the feeling of ‘experiencing American culture’ is important.” He recalled how his own journey into cycling led him to appreciate the value and enjoyment that caps bring, emphasizing their strong American vibe. The “dad cap,” characterized by its shallow crown and curved brim, holds a particular allure for him.
The caps featured in this collection are specially chosen, often recognized as “no-brand” items. Hiro mentioned, “They are embroidered on blank bodies created by a manufacturer, but they are all treated as no-brand”. This approach allows for the discovery of unique pieces, often sourced from thrift stores in the U.S., reflecting a rarity in contemporary vintage shopping. He added that the aged cotton material further enhances their appeal, often adorned with pigment dye and wash effects, contributing to their distinctiveness.
In this installment, Hiro introduced four types of caps from various manufacturers. The first is from ADAMS, a headwear brand with over 25 years of history, which features a label adorned with the words “NEW YORK?PARIS?MILAN.” The origins of the brand spark curiosity about its connection to New York, leading to a lighthearted exploration of the intriguing designs.
The second manufacturer, BULLET LINE HEADWEAR, presents an enigmatic two-tone cap that embodies the quintessential “American Man” aesthetic featured in films. Hiro expressed admiration for this cap’s ambiguous color scheme, which evokes a sense of nostalgia.
Another highlight is a cap from KC Caps, part of its exclusive headShot line, which Hiro speculates might be linked to an organic market based on its playful embroidery and vibrant design.
Lastly, the fourth cap is from Fahrenheit Headwear, founded in 1978, with a unique design that features an adorable dog. This particular cap embodies the joy of personal storytelling, allowing the wearer to connect emotionally with the piece.
As a veteran in the vintage community, Hiro’s journey began in high school and expanded during his college years in America, where he immersed himself in the country’s culture. His career trajectory led him to work in the vintage department at ZOZO before opening his own shop, “marmalade,” in 2023. The establishment primarily focuses on outdoor and tech-related vintage clothing from the 90s, showcasing the deep-rooted connection between clothing and personal identity.
The store’s growing reputation and unique offerings reflect a broader trend of valuing vintage clothing as a form of cultural expression, allowing consumers to connect with varied aspects of American culture through curated fashion. Shenanigans, humor, and nostalgia frame the ongoing discourse within the vintage clothing community, inviting enthusiasts to explore the layers behind each piece.
Source: Noah Wire Services
