New Manual

New Manual is a brand based on the concept of creating a new manual by welcoming Mr. Yutaka Fujiwara, an active vintage denim advisor, as director. It questions "What makes it different from others? What makes it good? Conversely, what is lacking?" and re-examines items from a golden era using contemporary standards.
Professionals from various fields—concept, quality, brand communication—have gathered under Mr. Fujiwara. He pays meticulous attention to every detail, not only denim, textile creation, and processing, but also the minutiae of vintage clothes, creating garments loved today that transcend vintage boundaries.

[DIRECTOR]
YUTAKA FUJIWARA
Operates a YouTube channel as a vintage denim advisor. Serves as the face of the shop on the sales floor and also acts as an advisor for numerous brands, engaging in the denim industry as a whole. Highly trusted by vintage enthusiasts and celebrities alike, he even handles styling.
He supervised the official Levi's® publication, "THE 501®XX A COLLECTION OF VINTAGE JEANS" and "LEVI'S® VINTAGE DENIM JACKETS TYPE I/TYPE II/TYPE III" (2015, 2020 / World Photo Press). He also published the book “The Value of Vintage Discovered by the Japanese, Denim as Culture" (2022 / KADOKAWA). Representative of 10RIVET.

[MANUFACTURER]
YUTORI 18
A denim processing factory based in Kurashiki City, Okayama Prefecture, known as the birthplace of jeans in Japan. The representative himself is a denim processing designer, and his approach to manufacturing—characterized by fresh sensibilities, ingenuity, and a refusal to be bound by fixed ideas—is highly regarded. The factory handles work for over 100 brands worldwide, including global high-end brands. Young artisans from across Japan, drawn to this approach to craftsmanship, have gathered here. The team, with an average age of 26, grows by incorporating individuality and diverse opinions. Above all, they value the creation of a new form of craftsmanship.