Market Intelligence
Textiles and Apparel Consumer Goods Wholesale Trade Japan Trade Development

Japan Apparel for Men

The Japanese casual fashion market for men represents promising opportunities for American menswear suppliers, particularly in the “American casual” segment.  In 2023, Japan’s total apparel retail market was estimated at approximately $55 billion, according to the Yano Research Institute.  While the market has grown over the past three years, the growth rate slowed to 3.7% in 2023.  Data from the 2024 Family Income and Expenditure Survey by Japan’s Ministry of Internal Affairs and Communications (MIC) shows that women’s clothing accounts for 60% of the market, men’s clothing for 30%, and children’s clothing for 10%.  However, in 2024, Japan imported $14.9 million worth of men’s woven apparel from the United States, representing 57% of total U.S. woven apparel exports to Japan. This highlights the strong demand for American menswear in the Japanese market.

The enduring popularity of “American casual” fashion among Japanese men is a cornerstone of this market. This style, inspired by the Ivy League look of the 1950s and 1960s, has evolved over decades and remains a cultural touchstone.  Japanese consumers value the authenticity and craftsmanship of made-in-the-USA products, often paying a premium for them.

American culture — including music, movies, and fashion — gained traction in Japan during the U.S. occupation (1945–1952). As Japan’s economy grew and middle-class families emerged, young people embraced Western fashion as a form of self-expression.  In the 1960s, the Ivy League-inspired “American casual” style gained popularity, characterized by navy blazers, button-down shirts, and cotton pants.  The modern “American casual” aesthetic includes a variety of styles, each reflecting different aspects of American culture:

  • College Style: Relaxed Ivy-inspired looks, including sweatpants and hoodies.
  • Military Style:  Inspired by U.S. military uniforms, featuring items like MA-1 bomber jackets and M-65 field jackets, often in khaki, olive green, or camo patterns.
  • Workwear Style: Durable, functional designs inspired by 19th- and early 20th-century American workers, such as tool-pocketed pants and hammer-loop overalls.
  • Surf Style: Summery looks with aloha shirts, surf pants, and sandals.
  • Biker Style: Motorcycle-inspired fashion, including biker jackets and jeans.
  • Western Style: Cowboy-inspired items, such as boots or denim, incorporated into everyday outfits.

Popular items across these styles include graphic T-shirts, jeans, sweatpants, chino pants, cargo pants, hoodies, plaid shirts, and work boots.

U.S. companies seeking to enter the Japanese menswear market can consider selling Direct-to-Consumer (B2C) through e-commerce platforms, or traditional B2B through retail partners.  Exhibiting at Japanese fashion trade shows is an effective way to connect with retail buyers and distributors. For example, Jumble (https://jumble-tokyo.com/en/) is a biannual fashion trade show in Tokyo, where many “American casual” brands exhibit. Both buyers and exhibitors at Jumble are potential customers and partners for U.S. suppliers.  

To better understand current market trends, U.S. men’s apparel companies should study leading specialty store chains in Japan’s casual fashion market. These chains are influential players in the industry:

For more information on the Japanese men’s fashion market, please contact the U.S. Commercial Service Japan at Office.Tokyo@trade.gov