45rpm, now known as 45r, is a unique Japanese fashion brand that is known for their exceptional craftsmanship and attention to detail. The brand offers a range of... Read More
45rpm, now known as 45r, is a unique Japanese fashion brand that is known for their exceptional craftsmanship and attention to detail. The brand offers a range of clothing items made with high-quality, mostly natural materials, that are supposed to simply make you "feel good".
Established in 1977 in Daikanyama, Tokyo, 45rpm was founded by designer Kenichi Nakamura, who aimed to create clothing that was simple, yet stylish, and made with natural materials. Today, the brand has several stores in Japan and around the world, including locations in New York, Paris, and Hong Kong.
One of the key elements of 45rpm clothing is the emphasis on their philosophy of "Nai Monozukuri", or "creating things that don't exist, but feel like they should". As a result, 45rpm goes as far as to make their own raw materials, yarn, fabric, designs, plans, colors, patterns, and even printing templates. Such dedication is seldom seen and often reserved for the most sincere and conceptually pure brands.
45rpm primarily sees itself as a denim brand, which is reflected in their high focus on the category. In their pursuit of perfection, the Japanese brand opts to use 100% natural Ai indigo for their garments, giving them much more depth and complexity than chemicals dyes could ever do. In addition to denim, 45r also offer a range of other clothing items, including shirts, jackets, and accessories, allowing for a complete lifestyle.
One of the unique aspects of 45rpm's clothing is its connection to Americana culture. The brand draws inspiration from the classic American workwear and denim styles of the past and also owns an in-house vintage collection for research purposes, that could rival the best vintage stores in its scope and rarity.
In addition to their Americana inspirations, 45rpm feels distinctly Japanese and is known for their unique perspective, that blends traditional Japanese aesthetics with contemporary fashion. The brand's clothing is often characterized by its minimalist style, natural colors, and understated elegance.
To keep a long story – one that is certainly worth exploring further – short, 45rpm is a brand that combines the best of both worlds: Japanese craftsmanship and American heritage. If you're looking for clothing that is both stylish, sustainable and unique, be sure to check out this Japanese brand and discover the timeless appeal of 45rpm's Americana-inspired fashion.
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