2024.10.17
The 20-Year History & Evolution of the Tokyo-Based American Casual Brand "SUNNY SPORTS"
In 2004, Shinya Kitahara, the representative of sunny inc., launched "SUNNY SPORTS" with the desire to express the America he has genuinely experienced. This Tokyo-based American casual brand is rooted in American utility wear, infused with modern essences.
Items created using knowledge gained from a passion for American casual and vintage fashion are sprinkled with specifications and designs that can only come from understanding and experience.
This time, I had the opportunity to discuss with Kitahara about the early days of establishing the brand and to introduce the products of SUNNY SPORTS, which is celebrating its 20th anniversary this season.
Gaining Vintage Knowledge from Magazines Like "BOON" & Thrift Stores
“I originally loved vintage clothing, and when I was around 20 years old, Japan was experiencing a vintage boom in the 1990s. I gained vintage knowledge by reading magazines like 'BOON' and frequently visiting my favorite thrift stores."Later, I entered the apparel industry and began traveling to the United States frequently. With the desire to create updated clothing based on what I had seen, I established SUNNY SPORTS.
"The first items I created were chambray shirts, Made in USA sweatshirts, and hoodies.
"The chambray shirt was a work shirt with a three-needle chain stitch, commonly seen in vintage, the sweatshirt had freedom sleeves［1］, and the hoodie was designed as a 'post-attached parka' style.
"Additionally, I printed on Made in USA T-shirts within Japan. I believe this was the starting point for SUNNY SPORTS.”
Japanese American Casual Brand Expands Abroad
After hearing about the start of the brand, I asked Kitahara to share any memorable episodes from the past 20 years.“In the 2010s, I began participating in overseas exhibitions like ‘PROJECT’ and ‘Capsule,’ which led to SUNNY SPORTS being carried by famous American select shops such as ‘STEVEN ALAN’ and ‘Fred Segal.’
"My overseas expansion lasted about four years and resulted in around 40 retailers primarily in Europe and the United States. While it wasn't a reverse import, I was thrilled that a Japanese brand rooted in American casual and vintage design could expand abroad.
"At that time, we were introducing around 100 items annually, but my desire to design more relaxed led us to return to a domestic focus.”
"NORDIC CREW SWEATER" Captures the 1990s Vibe
Now, I would like to introduce some items from the 2024 AW collection while discussing the design work.“I would like to present the ‘NORDIC CREW SWEATER,’ which reflects the feel of the 1980s and 1990s. While keeping the nostalgic atmosphere of that time, we've released it with silhouettes that align with modern tastes. I believe this type of knitwear resonates with current sentiments.
"The ‘GOLF / FLAG CREW SWEATER,’ featuring an American traditional flag pattern, also encapsulates the vibe from that era and is another recommended item for this season.”
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