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Elastic's Japanese fashion preview for S/S 2010
Popular Japanese Elastic attempts to pick the winners of each fashion season, and for Spring/Summer 2010, Uniqlo again looks like the safest bet to take home the roses
Is Uniqlo cool in spite of its many varieties of colored socks or because of them? (Photo by Flickr user alisdair)Every season, the Japanese fashion blog Elastic predicts the most "mote" (popular, attractive) men's brand of the coming season, in the form of a horse racing betting card. Out of 18 popular brands, Elastic's author Dale offers his picks for who will win, place and show.
For Spring/Summer 2010, Dale makes the following predictions. The best bet for most popular brand is Uniqlo -- not particularly surprising based on its success over the last two years.
Elastic gives famed outdoor brand The North Face the second spot, in light of its rainwear. This is a good time to remember that spring/summer -- at least in Japan -- is as much about rain as breezy sunny days.
In probable third place is outdoor brand Arc'teryx, thanks to heavy promotion from hot model Asaya Kimijima (nicknamed Kimijii). Also predicted for a third place finish: American prodigy Alexander Wang. Wang is the new favorite of Japanese fashionistas.
For his fourth place prediction, Dale hands it to magazine editors' favorite new brand White Mountaineering, created by an ex-Comme des Garçons staffer. Also sharing the fourth spot, the denim brand Edwin, thanks to a new promotion with beloved yankii married couple Tsubasa Masuwaka and Naoki Umeda.
Overall it sounds like a spring season heavy on outdoor wear and low-priced fashion. At least your cutting-edge wardrobe will keep you warm and dry through the rainy days.
