Style encyclopedia
Old money
Origin/United StatesCountry
A Western style that argues through fabric and cut rather than logos, on the assumption that the right people will notice.
How it spread
After settling in the West it moved quickly into Korea and China. Uptake in Japan has been comparatively slow.
How to recognise it
Navy, khaki and undyed tones, natural fibres, knitwear and jackets without ornament. Suppressing the brand is itself the signal.
What it costs
¥15,000 and up — the most expensive category here, and the one where secondhand and past-season pieces pay off most.
Era
early 2020s – now
Price range
¥15,000–120,000
Dominant
Rising
Key brands
Ralph Lauren · Theory · Max Mara
Headings are written in the language of the style's place of origin.