Late last year we were sat outside the Margret Howell Cafe just around the corner from our offices here in Tokyo when a group of particularly sartorial looking gents strolled in. One of the gentlemen bore an array of distinguishable tattoos on his arms and was discussing the sophistication of Japanese fashion and style. That man was of course Nick Wooster, Men’s Fashion Director of Neiman Marcus Group and general style icon, and it turns out they were in Tokyo lapping up inspiration for Project Wooster.
Photo: Raval & Knight
The group were pounding the streets of Tokyo to understand “the interest in American heritage through Japanese eyes”. Attempting to uncover just what it is that makes the city such an interesting fashion hotspot, with its unique take on styles and consumers who pay attention to the tiniest of details.
Wooster was searching for potentials to bring into the fold for the launch of Nick Wooster collaborations, the results of which are on display right now at PROJECT in Las Vegas. Their travels here were recorded on film by Marcus Troy and describes how through using “Tokyo as a pivotal source of inspiration, PROJECT Wooster highlights Japanese designers and exposes their mastery in crafting product that transcends culture and time.”
The group talk of how the approach to fashion in Tokyo is unlike other countries, almost a style of abandonment where trends aren’t followed like in the West but instead, in the words of Wooster, “They just buy cool shit”. The aim is to take the mood they experienced here in Tokyo and use it to generate an excitement within retailers and the press about the possibilities in fashion then see this energy ultimately trickle down to the consumer, inspiring them try out new, bolder ideas.
PROJECT president Andrew Pollard himself makes some great observations about the Japanese consumer and the difference in the process of the approach to retail and shopping in Japan, “in Japan they make it OK to wear whatever they want, experimentation is part of their culture”. Although luxury fashion sales have declined over the last few years, it is Japan’s mature consumers and attention to detail even when pushing the boundaries and experimenting that will continue to keep it hugely relevant in terms of global fashion and keep bringing the likes of Nick Wooster and Andrew Pollard back in search of inspiration.
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Darrell is a native of the U.K. and has been in Japan since 2002. He consults on innovation and strategy at the 
I don’t know if that is entirely true. I’ve been to Tokyo two times and I was so amazed that I didn’t had time to think a bit. When I got home it felt like I woke up from a dream.
It’s cool to see how people from around the world can connect through fashion. I also really like how the Japanese have their own take on fashion, but in this article it says they don’t follow trends? I always read articles talking about how the Japanese (at least the youth living in Tokyo) jump on the latest trends and that they have to have them, especially if it’s being adorned by a celebrity. Like the baggy, low-crotch pants (don’t know the real name for it). Also, anyone who is interested in Japanese culture should know the “main” fashion trends- like “mori girl” “gyaru” “visual kei”, etc. Those are all following a certain trend. >.> An interesting topic, it is.