Traditional Japanese clothing experiences revival

KUN0008 4 GEN 0634 FRANCE /AFP -NWY5 SOC-JAPAN-YUKATA Traditional Japanese clothing experiences revival By Miyoko Ishigami (With photos) TOKYO, Aug 27 (KUNA) -- "Traditional Japan" is making a remarkable comeback not only such as tea ceremony and flower arrangement but also Japanese-style clothing like yukata; informal lightweight cotton kimono. Until Western fashion trends and air conditioners took over some 40 years ago, yukata had been Japan's most favorite dress for many centuries during its hot and humid summers. In the 1960s, more than 16.1 million yukata's were sold nationwide but the market had shrunk by 90 percent by late 1990s, according to the Japan Federation of Yukata. However, thanks to a yukata boom, sales of yukata have grown steadily for the past several years, and secured sales of 2.7 million yukata's last year. Described as "the old look with a new twist," yukata has become an essential fashion item for the summer. Besides special occasions like traditional festivals and fireworks displays, people dressed up in yukata, especially in their late 20s and 30s, can be often seen in football stadiums, amusement parks, restaurants and outdoor parties. Yukata for men, who wear the traditional clothing in more muted colors and simpler patterns, and for children have also gained popularity. Famous Japanese and foreign fashion designers such as Jean Paul Gaultier and Anna Sui have started to add yukata to their clothing lines, appealing to trend-conscious youths. Yukata used to be made of smooth cotton, mostly in blue and white and completed with a pair of wooden clogs. However, those designers have drastically changed the old-fashioned image of yukata by adding Western tastes. Instead of the traditional look, now people see splashy flower-print yukata, which is often worn with equally colorful rubber sandals and see-through plastic bag. The smooth cotton has often been replaced by fabrics that have come from Western fashion. Shops are gearing up to attract the attention of potential young customers who look at yukata in a very different way. "Young shoppers tend to buy yukata in the way they choose Western wear and enjoy coordinating accessories which have been unthinkable in the past," said a sales staff at Suzunoya, a major kimono store chain operator. "Yukata in these days is a unique mix of Japanese and Western fashions and there are more young people wearing this traditional summer clothing just for fun," she added. "Latest stylish design fits the tastes of people in the younger generation like me. I have added new collections of yukata every summer since a few years ago," a female customer in her 20's said, noting that she is searching for rose-patterned yukata which was featured in the recent fashion magazine. Yukata's reasonable price -- by Japanese standards, is also one of the contributing factors to increase the wear of this traditional clothing. Fine silk kimono costs around USD 4,300-8,600 including obi (sash belt), while most yukata-obi sets are priced at about USD 260-430. Uniqlo, a major casual wear clothing outlet, even offers yukata set, which comes with obi and kinchaku (money pouch) at USD 33, one digit smaller than yukata sold at department stores. Uniqlo sells a low-priced yukata under the concept of "one type of summer casual wear" targeting a younger market. Yukata is also relatively easy to wear, bolstering its popularity. Women usually attend lectures to learn how to wear kimono, including various methods of tying obi but yukata does not much require special training to learn how to wear it. Those unfamiliar with how to wear yukata and tie obi can learn dressing techniques through an instruction book or a short session dressing lecture. (end) mk.si KUNA 270948 Aug 06NNNN