A brand started popping up on Numero TOKYO recently, and every time I’ve seen a cool outfit credited to this “The Reracs” I’ve gotten curiouser and curiouser. It seems chic, has a fair price point, but most interestingly at all, it was designated as a Japanese brand. Not one that I was particularly familiar with, it didn’t even vaguely ring a bell. I pride myself on knowledge of Japanese brands, but I don’t presume to know them ALL. And yet here is one on Numero with the likes of Sacai, Toga and other well-treaded labels. What is The Reracs then?? There wasn’t anything written about them in English I could even find, so consider this (maybe) the first…
The Reracs was launched in 2010 as a casual brand by husband and wife team Naomi and Naoyuki Kurahashi, encompassing both mens and womenswear. They have a holy grail of experience between them, with Naomi a former select shop employee and patternmaker and Naoyuki with his experience in merchandising and marketing fashion brands. Any information written about The Reracs almost comes prefaced with a warning: “This brand doesn’t do any challenging designs, it’s basics”. It’s as if something has to be intimidating to be considered fashionable. But as it even pulled me into it’s curious orbit, we know that must not always be true. I have often said that “mode” (high-brow fashion) is an attitude, not a label. And this brand makes sure that comes across in spades. The models are strong, not “cute”, they look ready for action and effortless. The recent catalogue sees a military battalion of challenge-ready boys and girls just waiting for someone to question them so they can retort au chic.
The designs are simple with a razor-thin margin for detail, but even peering through pictures they look well-crafted. The brand touts full -Japan-made manufacturing and fair trade. It’s number of stockists is dizzying, so it’s popularity is quantifiable. If you’re looking to discover a cool new brand to watch out for, this may be it.
シンプルなデザインだけどディテールに目を向けるとレザーが駆使されていたり。画像をよくみると本当に丁寧に作り込まれているのがわかる。The Reracsのアピールポイントは、全て日本製でフェアトレードであること。人気があるということは、目が回るほどの取扱店舗の数が物語っています。クールな新しいブランドに飢えているみなさん、The Reracsを見るといいかもしれない。私も目を凍って探してみるーーー
-asst natsumi yasuoka
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