The JJJJound of Japan Sets up (Semi-)Permanent Roots
With a name as broad as "EVERYONE," you know it's good. EVERYONE is indeed good, so good that it feels wrong to compare it to anyone else. But if a comparison is necessary to elicit quick comprehension, think of EVERYONE as a Japanese JJJJound.
Like JJJJound, EVERYONE specializes in a kind of curatorial cool steeped in retro kitsch that functions as a shorthand for good taste. And like JJJJound, EVERYONE deals in limited-edition, quietly quality goods.
Unlike JJJJound, EVERYONE is going into brick and mortar. For now.
Founded around 2022 by Ryo Miyoshi, a former overseer of stylish boutiques 1LDK and SO Nakameguro — where he perfected the formula of clean classics offset by a dash of quirk — EVERYONE is as tied to its founder as fragment design or Koichiro Yamamoto's StylistShibutsu project, which is not so shockingly aligned with Miyoshi.
These creator-led endeavors function less as clothing brands than venues for expressing a kind of aesthetic manifested primarily through collaborative goods.
Of the bunch, though, EVERYONE is the most seasonally minded, as it does produce an in-house collection. It's just that this collection of mostly Japan-made clothes is then amped up by bespoke product that ranges from special sneakers to custom clothes created by A.PRESSE, one of menswear's most vital makers.
What makes it so desirable? Well, what makes any of this stuff desirable? Exclusivity perhaps, or proximity to people considered "cool" or even the sense of self-satisfaction that comes from buying into a clear, appealing aesthetic. And certainly, the cosign of arguably Japan's single most buzziest brand has to speak for something.
EVERYONE has it all. And it even has a physical space of sorts.
Previously, to acquire the brand's wares, one had to make an appointment with Miyoshi. Now, anyone can stroll into the Khakis flagship in Seoul or reF.ukuoka in Fukuoka to shop the goods. Anyone, everyone.
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