- 衣服（後出 clothing と outfit も同意。写真説明の attire は服装）
- tend to ～
- (be) associated with ～
- social media post
- care for
- clad in ～
- Sophia University
Traditional clothing tends to be associated with women in Japan, but its popularity has spread to young men in recent years with easy-to-wear outfits and trendy social media posts.
At the men's kimono specialty shop Fujiki-ya in Tokyo's Ueno district, there has been a line out the door of customers getting ready for the summer "yukata" season since the beginning of June. Owner Kidera Masaru, 37, says, "Most customers are in their 20s and 30s."
Kidera decided to open his shop in 2012 out of his love of traditional Japanese clothing. He says that his sales have nearly doubled from the previous year － every year － since. What makes his shop unique is his lineup of premade pieces starting at the low price of 7,000 yen.
To eliminate the sometimes complicated process of tying the "obi" belt, Kidera has introduced a belt-like leather obi with a buckle, and he also offers kimonos made out of fabrics that are easy to care for like denim and jersey.
At the beginning of July, the Shibuya Campus of Kokugakuin University held a "Japanese clothing day" ahead of "Tanabata," where students and teachers could spend the day wearing yukata. The school began holding the yukata-wearing day in 2015.
"I tied my obi while watching an online tutorial video," said a first year economics student, who participated in the event clad in a yukata. "It doesn't feel hot wearing this at all. This summer, I want to go to fireworks festivals and other events wearing this."
All around campus, scenes of students taking pictures together with their smartphones unfolded. Tokyo's Sophia University and the Shonan Fujisawa Campus of Keio University in Kanagawa Prefecture also held student-organized yukata events this July.
As to whether or not young people are taking a fresh look at traditional culture, Kidera says, "Actually, young people are considering it to be a completely new fashion trend. Wearing the Japanese clothes is outside the normal everyday routine, and looks photogenic on social media."
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