Half of Japanese Men Report Increased Interest in Fashion, Prioritizing Self-Expression Over External Validation

The Corporate Communications Office of Onward Holdings Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President: Michinobu Homoto) conducted a survey on men's clothing and grooming among 520 men aged 20 to 70 across Japan.

When asked about changes in their interest in fashion over the past three to five years, 53.5% of respondents—or one in two men—reported an increase (17.5% significantly, 36% somewhat). Furthermore, over 60% (60.1%) of men expressed a desire to enjoy fashion.

Key survey findings: 1. Over 60% of men have an active desire to enjoy fashion. 2. The top driver for increased interest is 'establishing personal preferences' (36.0%), prioritizing internal motivation over external perceptions. 3. 73.1% of men approve of spending money on fashion and personal grooming. 4. Style goals vary by generation: men in their 20s prioritize 'cleanliness,' those in their 40s seek 'individuality,' and other generations aim for a 'youthful appearance.' 5. Opportunities to choose genderless items are expanding, with 55.4% of men in their 20s reporting an increase in selecting such items.