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UNUSED F/W 09 Lookbook

October 26, 2009

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Japanese label UNUSED‘s philosophy is simple: you must know and respect the past, to be able to create the next big thing of the future. It is a philosophy shared by many in the land of the rising sun, but this particular label has gone all the way in conveying its message. Alongside being one of the coolest lookbooks I have seen in a while (and trust me when I tell you I see many), it bears a political agenda within its images. Don’t be fooled by the humorist approach it suggests – the joke’s on you! Yeah, isn’t it funny how the western culture used to discard the old and worship the new? And now with all that vintage/heritage trend suddenly old is in mode (but only with objects)? UNUSED’s choice of an elderly model is not random, nor is it a publicity stunt; it is simply their way to illustrate what the Japanese have known for a long time: used is good – and only gets better with… age.

More images after the jump

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(Images via Hypebeast)

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