Nagoya & Osu’s Long-Standing Store Reflects on the World of the 60s & 70s – Vintage Shop "the other" and Its 31-Year Journey

Among the various vintage districts across the country, Nagoya's Osu is home to a unique collection of vintage shops. Those familiar with the area likely know about "the other."

Launched with the theme of being a "total shop for 60s and 70s fashion, music, and subculture," the shop has gone beyond the confines of a traditional vintage store to even establish its own music label.

How has the popular store on social media shaped its history within the city of Osu? We spoke with the store manager, Takahiro Suzuki.

The Other began on the second floor of a record shop, eventually transitioning through its second and third locations in the Osu shopping district. How did the store come to be?

“At that time, there were no shops specifically dedicated to 60s and 70s. Having been part of the 60s mod fashion scene in my youth, I wanted to create a specialized store. I knew from the start that I absolutely wanted to open it in Osu,” Suzuki shared.

Over the years, various reasons led to its relocation, yet the attachment to Osu remains strong, as this town retains a unique atmosphere and the essence of the Showa era.

“When I became interested in 60s fashion, I searched for clothes in gentleman’s and lady’s clothing shops that were once part of the nostalgic shopping streets.

"Although it has become a tourist destination now, in the 90s, Osu still had the aura of the Showa era. It was a quiet shopping street where only older folks frequented, but that also meant there were many hidden gems of dead stock.

"The vibe of Osu in the 90s was different from Sakae, filled with unique individuals who loved vintage clothes.”

From its opening, the shop gained attention as Nagoya's first 60s and 70s fashion specialty store, and its former second location attracted collectors and DJs due to its selection of extremely rare records and books in addition to vintage clothing.

“As of March this year, we celebrated our 31st anniversary.

"We've had customers who've been with us since the beginning, along with others who temporarily drifted away from vintage shopping due to childcare or other reasons, as well as younger generations visiting, creating a diverse mix of our clientele (laughs). We see everything from teenagers to grandmothers visiting.”

Filled with the culture and experiences cultivated by owner Suzuki, the interior of The Other continues to function as a “total shop for 60s and 70s fashion, music, and subculture,” providing not only fashion but also culture.

Especially for The Other, “music” is an essential element. Since its opening, the shop has hosted numerous live and DJ events, consistently leading the 60s and 70s scene in Nagoya.

“Before opening the shop, I was involved in bands and DJing. Once the shop opened, I started organizing events, which attracted more people. At one point, we even launched a label called 'the other records.'

"We brought in 60s and 70s bands from across the country, and although things calmed down after our 11th anniversary event 'Underground Pop,' we are currently focusing on vintage clothing, but I still DJ occasionally when invited to events.”

Additionally, Suzuki's personally managed X account "昭和元禄アングラポップ" is also popular. He introduces Showa retro fashion with his simple words, gaining enthusiastic support from his followers.

Many may have learned about The Other through Suzuki's X account and developed an interest in 60s & 70s fashion, but the response to the significant buzz on X was surprisingly unexpected.

"All the photos I post on X are from my personal collection of magazines. Recently, I have mainly focused on Instagram, where I enjoy sharing my favorite music in stories."

The vintage items offered by The Other include not only overseas goods but also Japanese Showa retro pieces. At first glance, it may seem that the atmospheres differ, but it's intriguing how they harmonize beautifully at The Other.

When it comes to dealing with Showa retro, Suzuki has his own particularities.

"At first, I was digging into mostly British styles, but Japan's 60s and 70s were actually very cool too. Looking closely at that scene, you can find figures like Aquirax Uno, Tadanari Okamoto, Shuji Terayama, Kansai Yamamoto, and Junko Koshino.

"Not just fashion, but once I started learning about those literary backgrounds, I began to reconsider and delve into Japanese Showa retro as well."

As a Place to Experience 60s & 70s Culture Firsthand

The current store of The Other features an impressive interior with a striking contrast of red and black. It offers a range of meticulously designed clothing, including 60s & 70s mod styles, psychedelic, and hippie fashions, along with original dresses.

"While 60s & 70s fashion often catches attention as a trend, I would like to continue providing the unique vintage fashion that only The Other offers in the future.

"I would be happy if people incorporate 60s & 70s fashion into their daily lifestyle and enjoy it."

Started in 1994, The Other is celebrating its 31st anniversary this year. After various activities since its opening, they desire to continue running the store while enjoying interactions with diverse customers, regardless of age.

"The current store has a salon-like atmosphere where I can enjoy conversations with customers at a leisurely pace. I definitely want regulars and new customers to feel free to drop by."

For many years, The Other has been leading the 60s & 70s fashion scene and culture in Osu, attracting customers from all over the country. This is likely because it's not just about fashion; it's also about Suzuki's personality and the ability to experience the culture of that era firsthand.

With a fusion of fashion, music, and the rich culture of the 60s & 70s, The Other continues to convey the timeless charm of that era beyond its 31-year history. This established shop, rooted in the streets of Osu, is not merely a vintage clothing store; as a bearer of culture, it will continue to deliver cross-generational inspiration to new generations.