Saturday, April 10, 2021

Clothes that cover your body

If you like inexpensive, minimalist, utilitarian clothing that basically just covers your body, Uniqlo is the right place for you. I don't shop for clothes much, but I found this store interesting from an anthropological and linguistic perspective.
At some point in the future, someone will look back at these fashions and laugh, just like I did with the 1970s. The Japanese classes I took 25 years ago didn't prioritize this vocabulary, but I think it's important. 新着商品 (しんちゃくしょうひん) is "new arrivals." 限定価格 (げんていかかく) is "limited time sale." Japan has a lot of "limited time sales" in all manner of products. Sometimes it's frustrating because they'll terminate something you like.

The sign on the left is "new sale." The picture on the right is a rack of cloth masks. With COVID still a threat (Japan has a lower immunization rate than the U.S.), masks are everywhere.

It's a stark contrast to February/March 2020, when the U.S. Army in Japan was freaking out about getting masks for everyone, as if -- somehow -- the private sector wouldn't be able to fill the demand.

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