CONCEPT

New Manual has welcomed Yutaka Fujihara, a vintage denim advisor, as director. The brand is based in the concept of "creating a new manual" by taking a modern approach to items from the good old days and asking, "what sets this apart, what does it have that's good, but also, what does it lack?" in order to update them for today.

New Manual careful selected the moment of its inception, gathering professionals from various fields—including concept design, product quality, and brand communication—under Mr. Fujihara to create clothing particular about not only the denim, cloth making, and processing, but everything down to the most minor details, expanding the resulting products beyond the field of vintage.

DIRECTOR

Yutaka Fujihara

Not only is he the well-known face of New Manual store, but he has also played an advisory role for several denim brands. Additionally, he runs a YouTube channel where he shares his insights and advises on vintage denim.
He handles styling for vintage fans and celebrities and has earned their implicit trust. The oversaw the titles “THE 501®XX A COLLECTION OF VINTAGE JEANS” and “LEVI'S® VINTAGE DENIM JACKETS TYPE I / TYPE II / TYPE III” (released 2015, 2020 / World Photo Press), well-received official LEVI’s© products that provide a permanent preserved record of coveted denim gems loved by the hardcore fans. He is also the author of “Denim Knowledge: The Vintage Value Found by the Japanese”. He is a representative of 10RIVET.

MANUFACTURER

Yutori18

A denim manufacturing and processing factory in Kurashiki, Okayama, which is known as the birthplace of jeans in Japan. Their manufacturing based in the sensibilities, ingenuity, and freedom from stereotypes of their CEO, who is also a processing designer, has achieved wide recognition. The factory now handle brands from more than 100 companies, both domestic and international.
They continue to grow with respect to a new craftsmanship that draws from the individuality and opinions of their young craftspeople—with an average age of 26—who have been gathered from across Japan after being inspired by the manufacturing on display.