Have you ever thought about building your wardrobe in pure Simpson style, repeating T-shirts and pants? New York City’s new mayor, Zoran Mamdani, confessed this small wish in an interview with GQ magazine a few months ago. uncle, My dream is to open my closet, find 10 of the same shirts, 10 of the same pants, and think, “Okay, I’m ready.” ” “uncle” This translates to “uncle” in its familiar sense, but in internet culture it refers to a classic, slightly older man with specific tastes. engineer uncle They are dressed like engineers. uncle’s sneakers They’re crazy about sneakers.
At 34 years old, he is a rising star, making him the city’s youngest mayor, the first of South Asian descent, and the first to declare himself Muslim. He is running a campaign on the idea of making New York more affordable, trying to differentiate himself from political elites and bring him closer to average New Yorkers. These ideals, and the breath of fresh air his victory represents, are matched by his approachable, unostentatious style. In the same interview, Mamdani professed to be “Uncle Uniqlo” and admitted that the Japanese clothing brand has full confidence in him.
But after this small confession by the politician, the global phenomenon is summed up. Thousands of men around the world have succumbed to the simple, functional, affordable, and timeless promise of fast-fashion brands that have virtually become the modern man’s uniform.
“I like the simple design and loose cut of the clothes, not completely casual, but above all the materials and comfort, modern style and much more comfortable everyday wear than other brands,” admits Mario Vivancos, a 40-year-old customer from Malaga who takes advantage of a trip to Madrid or Barcelona (the only city in Spain with a brick-and-mortar store) to “take a look.” “I also often buy online Some basic items and items I’ve already tried,” he clarifies.
“For me, what’s so reassuring about Uniqlo is that no matter the fashion, there are certain garments that you can always find every season. So if you have your favorite cream-colored, merino wool, round-neck sweater, and it breaks or becomes unusable, you know that you can go to the store in five or 10 years and find the same one,” says Diego Casado, 46, a regular customer.
“For those of us who grew up in the 80s and 90s, brand was everything and status was I was measured by how I looked in Jordans or Bonaventure jeans. I didn’t like any of that, but outside of the big cities I had the option of wearing clothes I bought at Prica. Now things have changed and it’s possible to dress well without having to wear a big name brand or spend a lot of money,” Casado explains, highlighting that he has noticed a decline in Uniqlo’s quality in recent years. “We believe this is due to the significant increase in sales around the world, especially since the pandemic.”
After this small confession by the politician, the global phenomenon is summarized. Thousands of men around the world have succumbed to the fast fashion brand’s simple, functional, affordable and timeless promise.
The absence of logos on most garments is a defining element of the brand’s strategy, reinforcing its coolness and design. made for everything (Made for everyone) I will protect it. All of the clients we spoke to were concerned about having reliable basics that were free of noise and fuss.
“I think minimalism is exactly why Uniqlo has become such a global brand and has been able to appeal to Western audiences,” says Esquire fashion journalist Sylvia Gomez. “This is a non-trend that has a lot to do with men who tend to prioritize high-quality, timeless garments that serve as wardrobe staples. Its creative director, Clare Waight Keller, has contributed greatly to this, focusing on giving great design to even the simplest garments, such as sweaters and T-shirts, and providing technologies such as Heattech and Airism to ensure that it is practical and recognizable, which is so important in minimalism,” he says.
The brand began its journey in Hiroshima in 1984 under the name Unique Clothing Warehouse after founder Tadashi Yanai became president of the tailoring chain he inherited from his father. Less than 20 years after entering the international market with its first successful store in New York in 2006, Uniqlo has built itself into a multi-million dollar empire of so-called Lifewear, everyday wear.
Currently, this brand, which is owned by Fast Retailing, has approximately 2,500 stores in 25 countries, and is the largest fashion chain in Asia, with over 800 stores in Japan alone. Tadashi Yanai and his family are ranked 32nd on Forbes magazine’s world wealth list and 1st in Japan, with a current net worth of $52.5 billion.
Uniqlo is a relatively recent presence in Spain, opening in Barcelona in 2017 and then in Madrid, and now has a total of seven stores in pure Japanese style. Despite such a limited physical presence and the fact that the price range in Europe is much higher than at home, the brand has managed to establish itself and is predicted to grow in the Spanish market. “The same clothes that are worth 100 euros here are worth 50 or 60 euros in Japan. In fact, in Japan they are closer in price to Primark than to Zara in Spain,” says Diego Casado, who has visited several of the Japanese brand’s stores.
The same clothes that are worth 100 euros here are worth 50 or 60 euros in Japan. In fact, in Japan, the price range is closer to Primark than Spain’s ZARA.
Diego Casado
At one point, Tadashi Yanai, nicknamed “Japan’s Amancio Ortega”, expressed to the media his desire to surpass the numbers of his founder Inditex, which currently ranks 12th on the list of world billionaires. However, the strategies of one company and the other are opposite. While Zara keeps up with the latest trends by launching new products every week, Uniqlo focuses on timelessness above all else. And part of the success among men lies in that difference.
“What I like is how simply they make them. They offer a wide catalog of colors and clothes that everyone would buy, but they are also innovative in the application of different types of fabrics that make the material cooler or warmer, while maintaining comfort and convenience,” thinks Rubén Pelaez, 31, from Madrid.
It’s no coincidence that Uniqlo’s wardrobe is reminiscent of that of Silicon Valley gurus. Years ago, Steve Jobs and Mark Zuckerberg bet on wearing the same outfit every day as a form of power: saving time and gaining visual consistency. The ethos of “reducing decisions, increasing efficiency” is a perfect fit for Japanese culture.
One of the first people in the world to wear Uniqlo was brand ambassador and Swiss tennis player Roger Federer, who is considered by many to be the most elegant man in tennis. In fact, the Swiss was named the “Most Stylish Man of the Decade” in 2019 by men’s fashion magazine GQ. Federer stunned at Wimbledon in 2018 by wearing the Japanese brand for the first time after more than 20 years of partnership with Nike, and he hasn’t stopped wearing the brand ever since, thanks to a $1 million deal. “I might stop playing tennis one day, but I’m not going to retire from life. Being linked with LifeWear is great because it shows that Uniqlo sees me as more than just a tennis player,” he said.
“Uncle Uniqlo” for fashion journalist Silvia Gomez is “a person who knows the trends and pays attention to what the children are wearing and what is in the store, but who has a clear image of himself and does not succumb to any fashionable clothes.”
“For me, this brand is solid and will continue to grow, especially in the Spanish market. This year they opened their third store in Madrid, and at Esquire we have noticed more and more interest in the brand,” says Gomez. “It is widely known among Gen Z and highly regarded by many.” Millennial generation, However, there is still room for growth among more mature audiences, such as younger generations. boomer generationreveals.
The collection is very unisex and helps young men and men with more modern notions of masculinity recognize themselves in the clothes.
sylvia gomez
— fashion journalist
“I think Uniqlo is for men who want to maintain a modern yet simple and clean style without putting comfort and quality on the back burner, but without having to choose more expensive brands,” says Mario Vivankos. “I try to dress well, without breaking my head too much, without having marks or bold phrases here and there,” says Diego Casado. Rubén Pelaez believes that “dressing simply is probably the most elegant way.”
in the era of quiet luxury And it goes without saying that UNIQLO’s fundamentals call for aspirational normality in the pursuit of unpretentious fashion. In a parody collaboration on TikTok, a network where the brand holds a high profile, Canadian actor and comedian Jack Inanen wears the brand’s clothing in a bag of “performative men’s items” and talks about feminism, drinks matcha, wears wired headphones, and comments on films by Sofia Coppola and Luca Guadagnino.
A quick search for men’s trends will easily reveal fashion actors like Pedro Pascal, Jacob Elordi, and Paul Mescal. Not only are they a new paradigm of masculinity, but they also hold the key to a style that “only wears Uniqlo.” On the campaign trail, Mamdani has championed a masculinity that is empathetic and not imposing on oneself or being cruel to others.
“What’s interesting is that, in addition to being minimalist, Uniqlo’s collections are very unisex and can be worn by both men and women alike, so they help young men and men with more modern notions of masculinity recognize themselves in their clothes,” Gomez emphasizes. “We also carry versions of the most basic yet versatile trends, such as jeans. carpenter, Technical raincoats and overshirts, but with subdued colors and simple designs. “This means that men, especially in their 40s and 50s, can dress the way they wear clothes without making them feel like an old man,” he added.
Perhaps one of the keys to the Uniqlo formula’s success for modern people, whether they’re politicians in New York, tennis players in Switzerland, or professionals in Barcelona who want durable, functional clothing, is that it simplifies a world full of choices.
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