Half of Japanese Men Report Increased Interest in Fashion, Prioritizing Self-Expression Over External Validation
Key facts
- Half of Japanese Men Report Increased Interest in Fashion, Prioritizing Self-Expression Over External Validation
- A survey of 520 men by Onward Holdings reveals that 53.5% have increased their interest in fashion in recent years. The primary driver is the establishment of personal preferences, with generational differences in style goals and a growing adoption of genderless items observed.
- Source: PR Times
- Date: June 8, 2026
Direct answer
A survey of 520 men by Onward Holdings reveals that 53.5% have increased their interest in fashion in recent years. The primary driver is the establishment of personal preferences, with generational differences in style goals and a growing adoption of genderless items observed.
- Citation
- Half of Japanese Men Report Increased Interest in Fashion, Prioritizing Self-Expression Over External Validation (June 8, 2026), PR Times
- Source
- PR Times
- Date
- June 8, 2026
A survey of 520 men by Onward Holdings reveals that 53.5% have increased their interest in fashion in recent years. The primary driver is the establishment of personal preferences, with generational differences in style goals and a growing adoption of genderless items observed.
📋 Article Processing Timeline
- 📰 Published: June 8, 2026 at 11:00
- 🔍 Collected: June 8, 2026 at 11:22 (22 min after Published)
- 🤖 AI Analyzed: June 8, 2026 at 11:50 (27 min after Collected)
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.
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.
FAQ
ここ数年で男性のファッションへの関心はどのように変化しましたか？
調査対象の男性の53.5%が、3年〜5年前と比較してファッションへの関心が高まったと回答しました。
男性がファッションへの関心を高めた最大のきっかけは何ですか？
「年齢を重ねて自分の好みが定まってきた」が36.0%で1位となり、パートナーからの影響や職場での印象管理を上回りました。
男性のファッションへの自己投資に対する意識はどうですか？
73.1%の男性が自己投資に対して肯定的であり、抵抗感を持つ回答は2.7%にとどまりました。
年代によって装いに求めるゴールは異なりますか？
20代は「清潔感・信頼感」、40代は「個性・自分らしさ」、30代・50代・60代は「若々しさ」を重視する傾向があります。
ジェンダーレスアイテムへの需要はどの程度ですか？
全体の38%が選択機会が増えたと回答しており、特に20代では55.4%が選ぶ機会が増えたと答えています。