In the 1990s, the Japanese fashion subculture explosion led to the global proliferation of a few enormous menswear trends—streetwear and sneaker culture, vintage workwear and military ...

Japanese women spend five times longer doing chores than men. A survey in 2022 by Lean In Tokyo, an activist group, suggested that over 60% of Japanese men feel awkward at work because of pressure ...

Hoooyi ’s success reflects this trend, as it caters to men who value both fashion and function. Hoooyi’s target demographic—males aged 25 to 34—is a key driver of the men's fashion industry.