Earthy is the New Sexy as Rugged Becomes the Trend
Rugged makes a Comeback Following Japanese Fashion Trend.
(Vocus) July 16, 2009 -- In decades past United States fashion trends migrated East, but now markets such as
Japan are setting the standards of fashion and the West is following suit. The current trend is surprising
fashionistas from coast to coast as clothes and accessories goes rugged and outdoorsy. Items once limited to
campers and hikers are showing up in popular fashion magazines, such as Lucky Magazine, which is quickly
becoming a must-have guide for the fashion-conscious and recently featured an outdoor clothing and accessories
supplier Duluth Pack.
Duluth Pack, which has been in business since 1882, has seen a dramatic jump in sales as their clothing and
accessories has become the hot items in main stream popular culture. Tom Sega, CEO of Duluth Pack stated "For
over 125 years we have been selling to hard core campers and hikers who need our clothing and accessories to
last them through rough terrain or cold weather, but now we are seeing the fashion aware ordering our clothing
for a unique, rugged look that isn't mainstream and is authentically rugged."
The trend started late last fall when the world's most popular designers caught on to the Japanese markets push
for rugged attire. Designers then paraded their plaid, canvas and leather clothed models down the runway as if
they were pulled out of the Adirondacks and put on stage. "The idea that men are manly, strong, tough and a
survivor is the hot look in mainstream fashion these days," stated Tom Sega. He continued on to say "Not only are
men wanting to look more masculine, but women are wanting to look less high-maintenance and more naturally
beautiful. Men want to see a women that they can take for a walk through the woods or on a camping trip. Earthy
is the new sexy."
With fall fashions starting to appear for 2009, the Japanese market continuing to focus on plaids, wools and
leather and fashion weeks already ramping up to include