New Manual

The brand is based in the concept of "creating a new manual" by taking a modern approach to items from the good old days and asking, "what sets this apart, what does it have that's good, but also, what does it lack?" in order to update them for today.

New Manual careful selected the moment of its inception, gathering professionals from various fields—including concept design, product quality, and brand communication—under Mr. Fujihara to create clothing particular about not only the denim, cloth making, and processing, but everything down to the most minor details, expanding the resulting products beyond the field of vintage.