TOWNCRAFT: The Brand Symbolizing Good Old America, with a Modern Lineup that Reimagines Vintage

TOWNCRAFT was launched as a private label for J.C. Penney, the retail giant that once dominated the American department store scene. To understand the brand's roots, we first need to delve into the history of J.C. Penney.

It all started in 1902 in Wyoming, when James Cash Penney acquired a workwear shop called the "Golden Rule Store." He transformed it into a "General Store," expanding its offerings to include a wide array of daily necessities, food, general goods, and clothing.

The business continued to expand, and in 1912, the company was renamed J.C. Penney, growing into one of America's most iconic department stores. By 1927, it was listed on the New York Stock Exchange, cementing its status as a major player in the retail industry.

J.C. Penney gave birth to many private labels, including "BIG MAC," "HERCULES," "PENNEY’S," and "TOWNCRAFT."

To this day, their products are highly sought after by vintage enthusiasts and fans of American casual style.

We spoke with Shinya Kitahara, the director of sunny inc., the company reintroducing TOWNCRAFT to modern Japan in a fresh new way, to learn more about the brand's appeal.

Last year, Kitahara published the book "TOWNCRAFT / COLLECTION BOOK \"1927\"", a compilation of vintage TOWNCRAFT and PENNEY'S items. With his vast personal archive, it's no exaggeration to call him one of Japan's foremost TOWNCRAFT collectors.

Reimagining the Golden Age of TOWNCRAFT for the Modern Era

"While BIG MAC and HERCULES were J.C. Penney's workwear brands, if you look at vintage PENNEY'S and TOWNCRAFT pieces, you'll find a wide range of items like shirts, sweaters, watches, and even shoes.

Looking at that lineup, I believe TOWNCRAFT was a brand that offered everyday wear. There aren't many records that pinpoint exactly when TOWNCRAFT began, but we've confirmed vintage pieces dating back to the 1940s.

I believe the brand continued to exist until the late 1980s or early 1990s. It's extremely rare to find any secondhand TOWNCRAFT items from the 2000s onward.

The 1960s seem to be the period with the most products. That was likely the brand's golden age. I'm personally a big fan of TOWNCRAFT from that era, so we focus on releasing items inspired by the 1960s, but updated with a modern sensibility.

Back in the 1990s, you could still find plenty of vintage J.C. Penney clothing, and that's when I started collecting. But now, it's become incredibly difficult to find anything. It feels like the well has run dry.

That's exactly why I want to create modern products that capture the feel and atmosphere of that time."

The Loop-Collar Shirt: A TOWNCRAFT Spring/Summer Icon

Now that we've covered the history of J.C. Penney and TOWNCRAFT, Kitahara showed us some of the brand's most iconic pieces.

"The first piece I want to show you is the loop-collar shirt. While it's a trendy item now, it's been one of TOWNCRAFT's signature pieces, gaining popularity since the '90s. Its key features are the ombré check pattern, boxy silhouette, and rayon fabric.

This particular vintage shirt is from the 1960s. We've used it as a reference to release a new version, matching everything from the fabric's yarn count to the pattern itself.

While we've updated the sizing for a modern fit, the shape and size of the collar are faithfully reproduced from the original vintage piece."

Reviving Vintage Charm in a New Form

The modern TOWNCRAFT lineup also includes products that take vintage patterns and reimagine them on entirely different items.

"We found a sleeping shirt from the 1950s with a fantastic pattern. But since it's a pajama shirt, it’s hard to work into an everyday outfit. So, we took just that pattern and applied it to a rayon loop-collar shirt.

This process creates an easy-to-wear everyday piece that still retains all the atmosphere of the original vintage item."

More Than Just Apparel: The Expansive World of TOWNCRAFT

TOWNCRAFT once boasted an extensive lineup that went beyond tops and bottoms, including watches, shoes, and ties. Drawing inspiration from this history, the brand is now releasing leather shoes.

"Building on our history of offering a wide range of items like shoes and watches, we teamed up with the Japanese leather shoe brand 'WHEEL ROBE' for a special-order shoe release.

The material is Chromexcel, a signature leather from America's Horween Leather Company, crafted using a method that has remained unchanged for over 80 years.

The vintage pair I own are wingtips, but to make these more versatile and easier to wear, we finished them with a plain-toe design."

New Originals with a Vintage Vibe are Born

Today's TOWNCRAFT doesn't just replicate the past; it also crafts new, original pieces with a vintage soul.

"We're also creating original models based on archival American vintage shirts from the 1980s and '90s, featuring prints like dollar signs, flame patterns, and skulls. We created them hoping people can enjoy the unique vibe of that era."

A Collector's Choice: A Rare Vintage Gem

We asked Kitahara to show us a favorite piece from his TOWNCRAFT collection that has not yet been commercialized.

"I probably own over 200 pieces, so it's hard to pick just one, but if I have to choose something that captures the feel of the coming season, I'd say this beach shirt with its pile lining is a rare find.

It's a vintage piece from the 1960s, and the pattern is a type you don't often see. I think it's a truly valuable piece for any collection. I also love its distinct Californian vibe."

"TOWNCRAFT VINTAGE" Launches

In May 2026, a website called "TOWNCRAFT VINTAGE" was launched.

The site is set to become a hub where visitors can immerse themselves in the brand's world, offering not only core TOWNCRAFT items but also curated selections and vintage clothing for purchase.

Perhaps it is thanks to Kitahara, with his unparalleled collection of TOWNCRAFT and deep knowledge of vintage items, that the brand's presence in Japan has expanded to this extent.

It's vintage-inspired, but when you actually wear it, it has a distinctly contemporary feel. This, one could say, is the very essence of modern TOWNCRAFT.

Born out of American department store culture and cherished as everyday wear, TOWNCRAFT's history is intertwined with the evolution of American casual style itself.

By reinterpreting its heritage with modern silhouettes and sensibilities, while maintaining a deep respect for vintage, the brand is forging new value.

TOWNCRAFT is shaping up to be an appealing choice not only for vintage aficionados but also for anyone seeking a new classic that fits the modern era.