“The History of VAN” — VAN Creates Lifestyles, Not Trends

HOT ITEM2025.02.13

From the 1950s, VAN quickly adopted American culture, spreading American Traditional fashion in Japan. By the 1960s, it created trends like “Ivy Look” and “Miyuki Tribe,” marking a significant turning point in Japanese men’s fashion history.
VAN was not only about fashion but also introduced the concept of “lifestyle” to the youth through Ivy Leaguer Fashion, encompassing music, art, sports, and more.

Introduction of Ivy Look to Japan and the Birth of the “Miyuki Tribe”

At that time, VAN Jacket considered what and how young people should dress, focusing on the style preferred by students from elite universities in the eastern United States, known as the “Ivy League.” VAN Jacket visited these Ivy League institutions, capturing the fashion, styling, and lifestyle of Ivy Leaguers with cameras and movie films. They introduced this to Japan through a photo book and film titled “TAKE IVY.” This sparked explosive popularity and gave rise to the youth known as the “Miyuki Tribe.”
The photo book became the bible of Ivy Look, being reissued multiple times and even translated into English and sold in the United States.

Following “TAKE IVY,” campaigns such as “CAPE COD SPIRIT,” themed around resort areas in the northeastern United States, as well as “DISCOVER AMERICA” and “Come on Sportsman!” continued to introduce American lifestyles.

• 
• 
• 

ITEM PHOTO

• 
• 

ITEM PHOTO

• 
• 

ITEM PHOTO

Announcing Numerous Iconic Slogans such as TPO, Stadium Jackets, Swing Tops, Trainers, etc.

In the process of proposing lifestyles, the term TPO (Time, Place, Occasion) also originated from VAN. Through Ivy fashion, VAN introduced the concept of lifestyle to Japan and systematically conveyed how to dress according to TPO, enriching the lives of young people and Japanese culture.
Additionally, terms for clothing items that are now commonly used, such as stadium jackets, swing tops, trainers, and T-shirts, were also coined by VAN.

Stadium Jumper (called “Award Jacket” in English)

• 
• 

ITEM PHOTO

In America, the jackets known as varsity jackets or award jackets are called “stadium jumper” in Japan. This term is a Japanese-made English word created by VAN. They popularized this jacket in Japan.
When Michael Jackson visited Japan in 1987, VAN Jacket employees gifted him a stadium jacket, which he seemed to like very much. Photos of him wearing the jacket appeared in various places, including his autobiography “MOON WALK” and on the big screen at his memorial service, which gathered about 17,500 fans.
VAN also offers a popular series of “premium stadium jumper” jackets every year, in addition to their classic stadium jackets. (The products shown below are the 2024 models)

• 
• 
• 

ITEM PHOTO

swing top

• 
• 

ITEM PHOTO

• 

  The swing top with embroidered logo, which has become a classic now.
  

  In America, swing tops are commonly known as drizzler jackets or windbreakers. This term is also a Japanese-made English word created by VAN. As the name suggests, swing tops feature raglan sleeves for ease of movement during golf swings and vertical action pleats on the back. Additionally, the “dog-ear” collar can be turned up to act as a wind stopper.
  Interestingly, the type with the back logo that has become synonymous with VAN was initially a mistake. The manufacturing factory forgot to include the back action pleats, but instead of reworking them, they added the corporation logo and sold them. This turned out to be a huge hit.

T-shirt

VAN introduced and popularized T-shirts in Japan. In the 1960s, the word “meriyasu” was still commonly used, and T-shirts had a strong image of being underwear. To dispel this image, VAN added pockets to the chest and incorporated prints, emphasizing that T-shirts were not just underwear. Additionally, like with trainers, VAN actively collaborated with corporate events to promote the widespread use of T-shirts.

Blazer

• 
• 
• 

ITEM PHOTO

One of VAN’s iconic items is the blazer. VAN’s blazers come in two main styles. One is the single-breasted three-button, with the middle button fastened, commonly known as the “roll model.” The other is the single-breasted three-button, with the top two buttons fastened, known as the “Ivy model.” Both styles represent orthodox American traditional blazers. Their features include natural shoulders (which are not padded and made with very thin padding), a center hook vent, 1/4 inch welt seams (machine stitching applied to the collar, front edge, pockets, and back), and patch & flap pockets (traditional details with patch pockets on the chest and flap pockets, sometimes with an emblem on the chest patch pocket).
Additionally, every year, VAN continues to produce blazers with improved features such as different thicknesses of shoulder pads and larger armholes, focusing on comfort. (The products shown below are the 2024 models)

• 
• 

ITEM PHOTO

VAN promotes the phrase “for the young and the young-at-heart.” This means that VAN continues to propose lifestyles for both young people and those who are young at heart. Even after more than 75 years since its establishment, VAN still receives numerous collaboration inquiries from young designers. VAN will continue to propose evolving lifestyles in step with the times, now and in the future.

■Collaboration■

VAN x eye comme des garcons JUNYA WATANABE MAN

VAN x beautiful people

VAN x INSCRIRE

• 
• 
• 

ITEM PHOTO

• 
• 
• 

ITEM PHOTO

VAN x MOBILE SUIT GUNDAM THE ORIGIN

■OUR SHOP■

VAN SHOP KURAMAE

• 
• 
• 

ITEM PHOTO

“Opened in 2015, the Kuramae store features a two-floor layout with a high ceiling and an open, airy interior. The entire wall covered in ivy is reminiscent of the Ivy League. On the second floor, there is a bar counter and a space that feels like an adult hideout where you can order blazers and suits.

VAN SHOP HIBIYA OKUROJI

• 
• 
• 

ITEM PHOTO

“In 2020, VAN opened a store in the new Hibiya Okuroji commercial facility, which utilizes this brick arch that has been in use since 1910. The store is characterized by its vintage design that matches the brick arch. It is located near Miyuki-dori, the origin of the name ‘Miyuki-zoku,’ and serves as a flagship store.