Need to explain in advance is that today's topic, and has said many times, you all love the day of the "canvas shoes king" Converse Addict series, nothing too much to do ...

Assuming you haven't heard of it before, even if I only give you a chance, guess what the title is referring to is the official name of “Converse is in Tokyo.” I believe you can guess it without hesitation—converse TOKYO.

The lowercase converse and a borderless star are enough to be completely different from what everyone knows...

But I want to remind you that it does not specifically refer to a style, but Converse handed over to the Japanese branch of Converse JAPAN, which operates independently - although it is a "branch", after reading my introduction, you will understand that even if you It's seen as an independent brand, but it's not too much... Really, it's really just a name... is it?

Hanging in the name of Converse, but it is a serious clothing brand

It was a coincidence that in January this year, four months after the official establishment of the “brand”, I accidentally walked into the official direct store in Qingshan.

At that time, I thought naively, saw the signboards, and thought that I could find Addicts in the store that were crazy out of stock in BEAMS, UNITED ARROWS... but I was wrong, it didn’t sell Addict – I can even say that this Shop shoes are rarely sold.

Converse TOKYO outside Castle Peak store

It was discovered that the style of this converse TOKYO is quite different from what we know about Converse. Its main project is not a variety of different styles of canvas shoes, but a 100% pure clothing line.

Come and feel the in-store environment together:

Converse TOKYO Castle Peak (In fact, it also sells shoes, but it can only be called “sideline business”. Of course, these canvas shoes are also produced in full-time).

You ask style? I think there is nothing more to interpret it than a Lookbook:

Converse JAPAN 2016-17 Autumn/Winter Lookbook

Imagine if you set this type of record at the beginning of this article. It is expected that many people will guess wrong what brand it is. Indeed, if you do not look at the letter Logo, you may not even recognize this completely out of the street. Style, and the integration of urban commuting style, British rock, hippies, high-fashion clothing from Converse hands.

Let us take a look at the conceptual interpretation from the brand's official website:

“Converse TOKYO” is based on the coexistence of historicity and modernity, with a creative lifestyle as its theme. Converse, who has a history of more than 100 years, is deconstructed and reborn, and takes the culture and fashion represented by “TOKYO” as the core. "Made in Japan" - Based on this, a new lifestyle and Converse clothing line was born

So what you can see in the shop is a single product like this -

Converse TOKYO mohair sweater

Converse TOKYO Knitwear

Converse TOKYO Long MA-1

Converse TOKYO Wool Wide Leg Pants

Converse TOKYO Neck M-51 Fishtail Jacket

...

It is estimated that you will be amazed by too many styles, and it will not be listed here.

Who is it to be named after one year of operation?

The brand style that can be reflected from another side is the "joint cooperation" that Japanese clothing brands are best at. Do not look converse TOKYO officially launched in September last year, but it also has many plans worth mentioning:

FACETASM Manager/Designer: Luohe Hongli

After converse TOKYO started, it launched a joint series called "ONE" with the famous Japanese fashion brand FACETASM and designer Ochiai Hiroshi, and its style is as follows:

合合宏理x converse TOKYO “ONE” 2016 Spring Summer Single Item

As shown in the figure, in the first quarter of the cooperation, Ochiai Hongli transformed the folk style and his tailoring and trimming. The Indie taste is very strong, and it will even make many fashion consumers cherish their value for money.

Now, it seems that this series also needs to develop into a “definition” or “one-person-one-year” form because just a few months ago, the 16 autumn/winter collections of x converse TOKYO “ONE” were also recorded. It was announced, and its single product is now being sold in the Converse TOKYO store:

合合宏理 x converse TOKYO “ONE” 2016 Fall/Winter Collection Lookbook

If the last quarter could only be considered as a small scale test, then in the quarter, Ochiai Hongli seems to have brought the retro-inspired sports inspiration, high-end streets, campus elements, and hippie styles often used in FACETASM into this single. Among the products, once again advising male friends, if you are interested in converse TOKYO, starting from this series is a good choice.

By the way, the design that will make you feel familiar with this series will be:

CLANE

The personal brand CLANE of Japan's famous model and designer Matsumoto Huinai and converse TOKYO were born in autumn and winter of 2015. In his good friend, "Godfather" Fujiwara helped and helped (in early September, fragment design and CLANE finally reached a formal partnership, launched a popular single product including MA-1), it also became the new Japanese fashion Women's brand leader.

In June of this year, Converse TOKYO reached a cooperation with CLANE. With the stars as the main design inspiration, it launched a series of cooperative women's clothing.

CLANE x converse TOKYO 2016 Fall/Winter Collection Lookbook

Many of these items are worth watching, such as sweaters and wool coat jackets under the stars. Even if your shopping style is conservative and cautious, a sweater with both Logos ("stars" x CLANE) may be a good choice - in short, if you are not interested in the domestic Converse retail clothing, in this The series should activate your senses.

Famous Harajuku stylist: Noguchi Takashi

Those who are familiar with Japan's Harajuku fashion culture will certainly not know the famous stylist Noguchi. Whether it is magazines such as “Them Magazine” or “iD” or leading brands such as A BATHING APE®, there have been traces of Noguchi's “coming out”.

Noguchi Strong x A BATHING APE® 20th Anniversary Series

In September this year, Converse TOKYO specially invited Noguchi to celebrate the first anniversary of the brand. It also launched a black and white commemorative T-shirt with the star as its core design element.

I know this is normal, but you can understand it as an affirmation of the industry's converse TOKYO (as a clothing brand).

Deeply feel that regardless of the inherent impression that a clothing brand has left for lovers, it is difficult or difficult to change the situation through a branch line or several products.

It is difficult to find a way to find out how to enlarge the strengths of your brand elements, and combine the needs of today's apparel consumer market, to find new ways. The easy-to-easy brand has established a reputation for you for a long time, and you want to be amazed. It is a collaboration that allows everyone to send "Wow!" sounds, a single product that allows everyone to send "Wow!" sounds.

Do not believe? Let's not talk about today's converse TOKYO. We have Gosa, FITA, Reebok Classic and KAPPA after Vetemhemts.

So, when will the new season of Addict come out?