2024.10.02
An Interview with the Mastermind Behind "VCM": Event Highlights & the Future of the Vintage Scene
Japan's largest vintage festival "VCM (Vintage Collection Mall)," which gathers over 150 shops from across Japan, will be held on October 19 and 20 at Pacifico Yokohama.
This popular event, which has seen an increasing number of visitors with each iteration, marks its fifth edition.
This time, we spoke with Naoaki Tobe, the representative and organizer of VCM, about the origin story of VCM, key highlights of the event, and his views on the flourishing global vintage scene.
PROFILE
Naoaki Tobe
CEO of VCM, Representative of VCM (Vintage Collection Mall)
Establishing a Vintage Platform for the World
What inspired you to start VCM?
Having been involved in the vintage industry since my twenties and running a company for about 15 years, the COVID-19 pandemic made it impossible for us to conduct buying trips.During that time, industry peers often shared their struggles, and I heard concerns that continuing as we were would become difficult business-wise. Thus, we sought ways to collaborate and create something together.
Japan's vintage culture is among the top levels globally, including our editing capabilities. Moreover, numerous quality items are collected domestically, which led me to consider creating a vintage platform for the world.
What exactly did you start with?
First, we developed an e-commerce mall. I believed that creating a community online centered around vintage would lead to future events. I reached out to friends I had met along the way and gradually expanded the circle through those connections.
Where was your first real event held?
It was on the rooftop of Shibuya PARCO. After hosting two events there, we moved to Pacifico Yokohama.Unlike typical flea market events, it has the feel of an exhibition of vintage shops, featuring rare, curated pieces sold through the unique filters of each shop.
There’s no other event in the world that gathers such high-quality vintage pieces under one roof. Of course, alongside special items, there is a lineup considering trends, including secondhand clothing, brand archive items, and interior goods, ensuring enjoyment for a wide audience.
You have held four events so far; what has the response been?
Thankfully, the number of visitors has steadily increased, reaching over 15,000 attendees now. At the previous event, some guests reportedly began lining up from the evening prior.By the way, the gender ratio of attendees seems slightly skewed toward males, likely due to the focus on vintage. The age range is very broad, with many existing vintage fans plus a significant number of young customers in their teens and early twenties who have a keen fashion sense.
What Can We Expect at the 5th VCM?
How do you select the participating shops?
Recently, various vintage genres have been on the rise, so I pay attention to the overall sense of balance. I primarily focus on shops that have unique branding and a distinctive selection.What do you consider the strong points of VCM?
VCM's theme is to "preserve valuable vintage for future generations," so we creatively engage in various fields centered around vintage and provide a platform that connects vintage shops with vintage lovers while disseminating relevant information.We organize events with various themes and locations, and we currently operate a market-type complex shop on the 4th floor of Shibuya Parco, along with a reservation-based shop featuring valuable items, primarily Hermès jewelry. Through the significant VCM filter, I hope to convey the appeal of vintage.
What can we expect from the event in October?
Renowned stores from across the country, such as the famous "mushroom" from Niigata, "LEAD" from Hiroshima, and the sneaker shop "soma" from Shimokitazawa, will again come together with over 150 shops.Additionally, the shops of fashion YouTubers Nakamu (160,000 subscribers) and Hazumu (130,000 subscribers), as well as a limited shop featuring rare brand archive items by Rakuten Rakuma, are also highlights to look out for.
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