Posts Tagged ‘steteco’

With steteco and haramaki, old men’s underwear is young again

Friday, February 25th, 2011

A selection of steteco from Steteco.com

Men’s underwear is going retro in Japan, with steteco leading the pack. Steteco are “long trunks” that date back to tight trousers worn in Japan as early as the 14th century. The knee-length pants loosened up along the way and were just the thing to wear under hakama or kimono in the Meiji Era, and they made a comeback with the mass production of gauzy crepe fabric in the 50s. By the 1970s, blue jeans and the “new traditional” look had relegated the storied drawers to the top drawers of aging dads. But now, as old-man cute makes a global fashion comeback, the old briefs are young again.

In 2008, Steteco.com, a sub-brand of an intimate apparel maker called as, not only started making a youthful version of them, they called for nothing less than a world-wide steteco revival. “The first time I wore them under a suit, I loved how comfortable and absorbent they were, and how nice it was to come home, take off the suit, and just relax in them,” the head of the “Tokyo Labo” says on their site. “We decided to show the world how great life can be with steteco.”

Their vision has been catching on. In addition to Japanese fashion brands like Uniqlo and United Arrows, big international names are also bringing out their own versions. Hanes is about to put out a line in March, calling them “Neoteco.” Some have loud Hawaiian prints while others stick to a more traditional palette of sober stripes and plaids. The colors and  length recall surfers’ board shorts, but the fabrics are lighter and the silhouette is a bit slimmer. Levi’s made some, now apparently out of stock, to look like stone-washed jeans in blue and black. Company catalogs show both men and women wearing the basic models, and there are also low-rise women’s versions with lace trim.

Haramaki briefs from Wacaol's Lunch

Not so into the loose and breezy thing? There’s plenty more neo-retro for you, too. Check out the new shorts with a wide, stretchy haramaki attached at the waistband. A haramaki is a traditional Japanese undergarment, a warm and snuggly woolly wrap that people — mostly older men and women of all ages and most famously, Tora-san — wear wrapped around their waists in the winter to keep warm. Wacoal saw the market potential of adding the stomach wrap to their men’s lines after their women’s version sold well over the last several years. Women wear them at temperature extremes, Wacoal found, to protect against both winter weather and overactive summer air conditioners. Now they’re gambling that guys might like to keep their midriffs warm and have a little extra slimming support at the same. The shorts come in boxer and brief varieties, in bright bold colors and small flower patterns.

Since these are being released just as the weather is starting to warm up, the real goal may be more about fashion than old-man practicality. That said, picnicking on those blue tarps at the early spring hanami is always chillier than expected. Going full length with haramaki tights might not be a bad idea.

RSS

Recent Posts

  • Pulsations 1.13.14

    The first batch of Pulsations in 2014 features a twist on chopstick design, a spectacular holiday illumination in Osaka and more.

  • Feelin’ lucky? The highs and lows of ‘fukubukuro’

    Whether you count fukubukuro “lucky bags” as a thank-you to shoppers, a scheme to unload less popular merchandise at the end of the year or just a way to kick off the New Year’s sales, buying a mystery pile of stuff worth [hopefully far] more than the price tag is a tempting offer to many. [...]

  • Pulsations (12.6.13)

    This collection of Pulsations brings holiday cheer in bento form, a must-see project for font-lovers, a solo stop-motion animation effort and more!

  • Joysound’s top 10 karaoke songs of 2013

    Joysound karaoke announced their top songs of 2013! However, just because they’re popular does not mean they came out this year . . .

  • Tokyo Eggs Benedict Bingo

    Eggs Benedict with awesome bacon, with a near lack of eggs, with raw tuna! Wait, raw tuna?! We sample a handful of Tokyo’s Hollandaise sauces.

  • Pulsations (11.19.13)

    Fashion, art and snacktime collide in this collection of Pulsations! Plus: Doraemon makes his 3D film debut!

  • J-blip: Tsutaya launches one-stop ‘lifestyle’ bookshop

    Bookseller Tsutaya moves into the lifestyle business and gives consumer more ways to use T-points.

  • Autumn crop of pumpkin, purple potato and pear products

    The change of season prompts a change of snack flavorings – great for those with a pumpkin craving.

  • Tokyo Designers Week 2013

    This year’s Tokyo Designers Week gets its creative juices flowing with more markets, music and a festival vibe.

  • Flip a skirt a month in 2014

    Kaori Kato’s Skirt Flipping Calendar enters its second year, while sticky notes debut.