In 2021, PUFFY celebrated their 25th anniversary and have recently gained popularity among Generation Z, especially on TikTok. May 13 marks their debut date, and this year they celebrate their 27th anniversary.
In a McDonald's new product commercial "Asia no Juicy" released in February, Nanase Nishino and Marie Iitoyo dressed up as parody versions of PUFFY, which became a talking point. Regardless of the mixed reactions to the commercial, it has reminded many of PUFFY's fashion from the 90s.
PUFFY is strongly associated with casual attire like denim and T-shirts.
However, there is more to their style. Their look is crafted from meticulously calculated street fashion. This time, let's delve into the allure of PUFFY's 90s style.
However, there is more to their style. Their look is crafted from meticulously calculated street fashion. This time, let's delve into the allure of PUFFY's 90s style.
PUFFY Style in the 90s
PUFFY, composed of Ami Onuki and Yumi Yoshimura, debuted in May 1996 with the Okuda Tamio-produced single "Asia no junshin (アジアの純真)." In 1996, the likes of Namie Amuro and the Amurer trend were booming, while artists produced by Tetsuya Komuro (TK music) and Eurobeat, as well as the so-called "Shibuya-kei" music led by Kenji Ozawa, captivated young people and played in the streets. Amid this diversified yet thriving music scene, PUFFY emerged like a comet.PUFFY's jeans, sneakers, and matching T-shirts lent them the "relaxed vibe," but their approachable nature and authentic styling quickly gained them popularity, especially among teens. The catchy lyrics of "Asia no junshin," written by Yosui Inoue, along with the high-quality production by Okuda Tamio, enamored music enthusiasts. Following singles like "Kore ga watashi no ikiru michi (これが私の生きる道)," "Circuit no musume (サーキットの娘)," and "Nagisa ni matsuwaru etcetera (渚にまつわるエトセトラ)" debuted at #1 on the Oricon rankings.
PUFFY, who caught the music industry's eye from the start, also had fashion that drew attention. While many artists at the peak of their fame in the 90s appeared in the media in evident fashion-forward styles, PUFFY's street fashion, which was quite the opposite, highlighted their individuality.
Among high school girls of that time, many embraced PUFFY's fashion purely because "PUFFY is popular and cute!" At the same time, PUFFY's use of rare fashion items elevated their status as street fashion icons.
The New Muse of Street Fashion
In the 90s, PUFFY featured not only in music magazines but also heavily in fashion magazines. They frequently appeared in magazines like "CUTiE" and "Zipper," known for their dominating blue-tone aesthetics, but it was the men's fashion magazine "Boon" that truly spotlighted them as the new muses of street fashion."Boon," first published in 1986 by Shodensha, established itself in the genre of street fashion magazines. It gained momentum during the vintage clothing boom of the 90s, becoming a veritable bible of street fashion. Many gleaned information on vintage denim, the latest sneakers, and popular secondhand shops from their youth through "Boon."
At the time, notable figures like Takuya Kimura and Masatoshi Hamada from Downtown were known for their love of vintage denim, steadily increasing its popularity. Without social media, fashion information on celebrities could only be sourced from TV and magazines. Fans would analyze which brand of denim their favorite celebrities wore on shows or extract info from shop staff. In such times, magazine features were precious sources of information.
PUFFY, too, were counted among celebrities who donned vintage denim flawlessly. PUFFY's casual wear might have seemed easy to overlook, but the denim they wore were none other than rare vintage Levis "501XX" or "503BXX." While Levi's vintage denim now has reissue versions, the originals were exceptionally rare finds.
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