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2023.09.06
CULTURE

Interview with STANDARD CALIFORNIA Owner Hidetaka Akudo: Reflecting on the Past 20 Years

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Since its opening in 2003, STANDARD CALIFORNIA has established a unique style focused on California culture, consistently leading the forefront of fashion. This year marks the brand's 20th anniversary. We sat down with the owner, Hidetaka Akudo, who is also the president of TRI SHEEPS CO., LTD., to discuss the roots of the store and the journey over the past 20 years.
STANDARD CALIFORNIA Owner, President of TRI SHEEPS CO., LTD., Hidetaka Akudo
STANDARD CALIFORNIA Owner, President of TRI SHEEPS CO., LTD., Hidetaka Akudo

From Vintage Store to Original Brand

"The store opened in Tokyo’s Ebisu, initially focusing on vintage clothing. We also selected items from LA-based studs belt brand 'HTC,' which wasn’t well-known in Japan at the time. However, media exposure gradually brought recognition. Buyers from other select shops began asking us to wholesale HTC items, spreading its popularity.
"We started producing original items featuring our logo, which also gained traction and resulted in wholesale requests. This development approximately two years post-opening marked the beginning of our brand's evolution.
"Around 2006, as our product lineup expanded, we held our first exhibition, officially launching the STANDARD CALIFORNIA brand."
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