The Meeting of NewJeans and KAPITAL: A Unique Fashion Encounter
In December 2022, the rookie girl group NewJeans appeared on the popular Korean TV show 'You Quiz on the Block'. Just five months after their debut, they captivated the public with their fresh charm and unique fashion style. What drew particular attention that day was the outfit they wore — from none other than the Japanese vintage brand KAPITAL.
NewJeans Wears KAPITAL
NewJeans showcased a fashion style that seamlessly blended the past and the present. Unlike typical rookie girl groups, they appeared in vintage-inspired Amekaji (American casual) outfits, sparking curiosity and admiration in the fashion scene.
The brand they wore, KAPITAL, is widely known as a favorite among male celebrities, such as BTS's RM. It was a bold and fresh move for a Korean girl group to wear such a brand — a first in the industry — and it instantly elevated KAPITAL's recognition among the general public.
The Distinctiveness of the KAPITAL Brand
KAPITAL is known for its rough, rugged aesthetics that contrast with the polished image of most girl groups. Prior to NewJeans' appearance, the brand had a cult following among fashion enthusiasts but was relatively unknown to the broader audience. Their bold styling choice brought newfound attention to KAPITAL's unique charm.
Origins of KAPITAL
The brand was founded in the 1980s by Toshikiyo Hirata, a karate instructor by trade. During the karate boom of the early 80s, he moved to the United States to teach martial arts. While there, he fell in love with vintage denim and began collecting and crafting denim pieces.
The Role of Kiro Hirata
In 2002, Toshikiyo's son Kiro Hirata joined the company. Having grown up watching his father work with denim, Kiro later studied art in the U.S. and developed his own passion for vintage denim. He rebranded the company as KAPITAL, symbolizing the denim capital of Japan — Kojima.
KAPITAL's Design Philosophy
KAPITAL embraces the Japanese aesthetic of wabi-sabi — the beauty of imperfection and asymmetry. To KAPITAL, clothes are not static products but living entities that change and grow with the wearer.
They incorporate traditional Japanese handcraft techniques, creating a unique blend of Amekaji with Japanese soul. Their legendary Century Denim line, for instance, is designed to last over 100 years.
Remixing Vintage with Creativity
KAPITAL runs a line dedicated to reinterpreting vintage pieces in their own style. They use Boro fabrics to produce intentionally distressed but beautiful jackets and bags.
Each item is like a piece of art — incorporating elements like worn patches, purposeful holes, and buttons placed in unexpected areas. These unconventional details express the brand’s core identity.
The Power of KAPITAL’s Catalog and Branding
Every season, KAPITAL publishes a visually rich catalog along with their collections. These catalogs are more than lookbooks — they are thematic photo essays inspired by the regions that influence each collection.
Models in the catalogs often appear as if they’ve been wearing KAPITAL for years, bringing a sense of authenticity and storytelling. The catalog plays a crucial role in showcasing the brand’s identity and broadening its global appeal.
