Free & Easy The Rugged Museum

[pacioli]

Has anyone been to The Rugged Museum set up by Free & Easy magazine that opened up a few days ago in Tokyo? The pictures of 1910 Levi's (Amoskeag denim) and piles of other neo-vintage denim/clothing are making this place seem like a must-go for people visiting Japan.

They describe themselves this way: "The Rugged Museum is 'The Vintage Clothing Hall of Fame' ...In this museum we show up 100 more super vintage clothing (changing the event evey month), and also merchandise some new clothines made by the collaboration between F&E magazine and the 'Unfashionable-Fashion' creators like Mr. Ralph Lauren."

They are obviously not talking about 90's Polo Jeans Ralph Lauren but the RRL variant. Other collabos include Post Overalls, Warehouse, HTC, Buzz Rickson,

So basically you go to the museum to see vintage objects and get to blow all your money on the neo-vintage pieces. I'm stoked. If anyone visits please share your experiences, photos ("no pictures allowed"?)

There's more info and pics here for anyone who reads Japanese

F&E Home http://www.east-r.co.jp/

Blog posts about the Rugged Museum http://blog.livedoor.jp/nobuta612485/archives/50989119.html

http://gagagaga4.jugem.jp/?eid=6#trackback

There's apparently a F&E University...looks gimmicky but would love to understand it. Translations welcomed: http://www.east-r.co.jp/feuniv/index.html

[kiya]

I have a meeting with Dry Bones here next week, i'll report back afterwards..

[MisterFreedom]

I went to the opening of the F&E Rugged Museum, last Oct. 25th in Tokyo.

The building is owned by East Rights, a famous japanese TV/Music production company. A branch of that large giant is the magazine Free & Easy, and they established their editorial space on the first floor. The space has been re-vamped in an old school industrial/metal (old airplanes' parts...) space to be this new destination for the F&E followers. They're riding on the non-ephemeral side of fashion and that's refreshing.

The ground floor is now a clothing/vintage/museum/book store. They have vintage pieces on expo (not 4 sale), a RRL section, a collaboration corner (StrongArm x PostAll, Warehouse, Toyo, Lucky John etc...), a boots section, a Mr. Onozato (chief editor, the main man) private collection section, a bar (damn, no martinis)...

The party ended around 10PM and people started lining up for the next day' official opening at noon! And it was raining. Talk about devotion. Sales were up the roof that day, i was told.

Lots of celebrities that night, can't say i knew most of them though, since i don't watch japanese TV.

A RRL team was there, Warehouse, Buzz Rickson, lots of press pips,..., plus vintage dealers 'legends' (Larry Heller...), often featured in the magazine.

Great place to visit (they have back issues!) if you make it to Tokyo. And you KNOW you have to one of these days. Get off at 'Gaiemmae' on the Ginza subway line. 1 mn walk.

Prices are good considering the quality. The collaboration items are limited editions. They will have a theme that changes every month. Next month is Naval.

Man, that magazine should SOOOOOOOOOO be translated in english, right?

Hope that helped a bit.

Cheeeeeers,

Christophe Loiron 'Mister Freedom®'

Btw, the blog http://www.design4design.com/article...p?STORYID=6061 is not related to F&E, it is an american Indian related museum, the walls of which are 'rugged' looking. As far as the F&E University, it is basically a membership card, and a Tshirt, if you need...

;-)

[aaronS]

just added this to the places i need to visit before i leave.

[pacioli]

Thanks Christophe for the great info. Looking good in F&E #12..living the rugged life.

Do you know anything about the Amoskeag Levi's they had? Where did they get it..is it part of their permanent collection? I was surprised by the pictures of vintage denim with spotlights shining directly on them...I was hoping this was more of a museum in the traditional use of the word with archivists.

Totally agreed F&E is an awesome mag, but how many pictures of Steve McQueen can you possibly print? would love to have it in English, but I wouldn't have posted this thread if I can read Japanese.

[MisterFreedom]

Just got off the plane from Tokyo where I attended the Toyo show for the Spring 08 collection. We did a new collaboration collection (30s 40s naval concept) and got to meet most of Sugar Cane Co customers. Great experience and everyone loved the new products. Should be out around March 08...

I think most of the 'museum' like pieces in the F&E museum come from the Berberjin store in harajuku. The Rugged Museum will have a new theme every month, and they will probably have matching vintage pieces on expo, from stores or private collectors. Some of the displayed items are for sale also.

I actually enjoy the McQueen photos in F&E, since they tend to use pretty rare behind the seen shots, and not the usual 'Great Escape' Triumph riding, or W. Claxton widely published photos. He is the King of Cool to them, and i tend to share this view as well.

I discussed with them again about an English version, but seems complicated for lots of reasons (copyrights, advertising, cost etc)...

The US just needs to have a similar mag, i am surprised that no one has done it yet. Maybe too much a niche market?

I am meeting with Steve Garbarino 'Black Book' Editor-in-Chief today, might discuss that...

Anyways, i am glad that some people in the US are interested in and appreciate this whole thing.

Talk soon,

Christophe Loiron, Mister Freedom ®

[kiya]

Christophe, we're going to put out "the magazine" if it kills us.

[theetruscan]

Christophe, we're going to put out "the magazine" if it kills us.

I am intrigued!