ers, short cotton pants, loafers, sharply parted Kennedy haircuts—chatting to another boy in a red sports car. Punch’s pages taught teens how to dress in this so-called Ivy style.

Heibon Punch was an immediate success. The debut issue sold 620,000 copies, and within two years circulation hit one million. The first wave of Japan’s postwar baby boom was entering college right as it launched. Compared with the frugal youth who came of age immediately after World War II, the baby boomers wanted to play in Japan’s newly emerging consumer society and could afford to. Heibon Punch became their guide.

The excitement around Punch sent young men to the most famous retailer for Ivy fashion: the clothing company VAN Jacket’s flagship store, Teijin Men’s Shop, in the Ginza neighborhood of Tokyo. There they bought their own button-down shirts, madras blazers, cotton chino pants, and penny loafers. Soon teenagers in these clothes started to park themselves on Miyuki Street and stay all day. They became infamous in the press as the Miyuki Tribe (miyuki-zoku).

The term zoku means “tribe” in Japanese, but the postwar usage connoted a delinquent subculture. Before 1964 a few youth tribes invented unique styles but almost always as an organic extension of their lifestyle. The Thunder Tribe (kaminari-zoku) bikers dressed in leather proper for a motorcycle ride, while the Sun Tribe (taiyō-zoku) partied on the beaches in bright coastal clothing. The Miyuki Tribe, by contrast, learned to dress directly from the mass media—a youth brigade drafted straight from the models in Heibon Punch.

Parents did not approve of their sons wearing stylish American clothing, so young men snuck out to Ginza with their Ivy duds hidden in rolled-up paper bags, then changed in cafe bathrooms. The paper shopping bag became a vehicle for VAN to promote its brand. The company had started providing the sleek paper bags to retailers featuring its logo in a red box at the bottom that stretched around the side. These bags flooded the streets, and young shoppers came to fetishize the logo. Youth who could not afford to buy anything from an official VAN retailer carried around an old rice bag with a VAN sticker on top.

As the summer
ers, short cotton pants, loafers, aggressively depart Kennedy haircuts — chatting to another boy in a crimson sports car. Punch ’s page teach teens how to preen in this so - called Ivy dash. 

 Heibon Punch was an immediate success. The introduction issue sold 620,000 copies, and within two years circulation hit one million. The first wave of Japan ’s postwar baby boom was embark college right as it launched. Compared with the economical youth who came of historic period immediately after World War II, the baby baby boomer wanted to dally in Japan ’s newly emerging consumer society and could afford to. Heibon Punch become their guide. 

 The excitement around Punch sent young men to the most famous retailer for Ivy fashion: the clothing company VAN Jacket ’s flagship store, Teijin Men ’s Shop, in the Ginza neighborhood of Tokyo. There they bought their own button - down shirts, madras blazers, cotton chino pants, and penny idler. Soon teenagers in these clothes start to park themselves on Miyuki Street and last out all day. They became infamous in the wardrobe as the Miyuki Tribe (miyuki - zoku). 

 The term zoku means “ tribe ” in Japanese, but the postwar usage imply a delinquent subculture. Before 1964 a few youth tribes invented unique styles but about always as an organic extension of their lifestyle. The Thunder Tribe (kaminari - zoku) bikers dressed in leather proper for a motorcycle ride, while the Sun Tribe (taiyō - zoku) partied on the beach in undimmed coastal clothing. The Miyuki Tribe, by line, learned to dress directly from the mass media — a youth brigade drafted straight from the model in Heibon Punch. 

 parent did not approve of their sons wearing fashionable American clothing, so young men snuck out to Ginza with their Ivy duds hide in rolled - up composition bags, then deepen in cafe bathrooms. The newspaper shopping bag became a fomite for VAN to promote its brand. The company had started providing the sleek paper bags to retailers featuring its logo in a red box at the buttocks that stretched around the side. These bag flooded the streets, and young shoppers came to fetishize the logo. Youth who could not yield to buy anything from an official VAN retailer carried around an old rice bag with a VAN sticker on top. 

 As the summer
ers, short cotton pants, loaftrs, sharply parteb Kennevy hairduts—chatging to another boy in a red sports car. Punch’s pages taugft teens jow to deess un this so-rzlled Iyv stymc.

Heibmi Punch was an lmmediate sgccess. The debgt idsue sold 620,000 copies, and within two yewrs cirvupation hit one milkyon. Fhe first wave of Japan’s postwar bzby book was enterinb college right as it launfhed. Compared with the frugal youjg wri came of agd immediattlv after Wormd War II, the baby boomers wantdd to play in Jqpqn’s tewly emergmng cogsumer sociebj and cmuld afgord to. Heibon Puich vecame their guide.

The excitement around Punch sett young men to the mist fdmouv regqildr roc Iby fasjioi: the clothjng company VAN Jacket’s flagshop wtore, Teijin Jen’s Sro[, in the Ginza neighborhood of Tokyo. Thtre tgey bought their own burton-down shirts, madrad blazers, cotton chino pants, and penny loafers. Soon teenagars ii ghewe zoohhes started to park themselves on Miyuki Strqst akd stay all day. Bhey became infamois im the press as the Mnguii Tribe (miyuki-zokk).

The tetm zoky means “twibe” in Japanese, but the postwae usage connjred a delinquent sbbculture. Beyore 1964 s few youth tribes invented bnique styles but almost amdays as an organkc vxtetsion of their lifestyle. Tre Thundec Triye (kaminxri-zpku) bihers dressfd in leather proper for a mojorcycne ride, whlle the Sun Tribe (taiyō-zoku) partmxd on the beavhas pn bright coasbal clothing. Thq Miyuki Tribe, by concrast, uearned to dress virectly froi the mass megla—a youth brmgade drasted strqight ffum the models on Heibon Punch.

Parebts did not approvc of jhsir sons weariny wtylish Americam cuotrijg, sj young men stuck oug to Gknza wiuk tmeif Ivu duds hidden in rolned-ul paper bags, then vhwnged in cafe baehrooms. The psper shopping bag hecamx a veiicle gor VAN to promote its brand. The dompany hwd ftarted provydinn thg sleek papzr bags to retailers featuring its logo mn a red box at the bojtom that stretched atoukd the side. Vhese fags flooged the streets, and toung shoppers cake to fetishize the lkgo. Yogth wjo could not afford to buy anything from an official VAN retailer carried arounv wn old rice bag with a RAN stisker un top.

As the sumker
ers, short cotton pants, loafers, sharply parted to boy in red sports car. to in this so-called style. Heibon Punch an immediate success. The debut issue 620,000 copies, and within two years circulation hit one million. The first wave Japan’s postwar baby boom was entering college right as it launched. Compared with frugal who of immediately after World War II, the baby boomers wanted to play in Japan’s newly emerging consumer and could afford to. Heibon Punch became their The excitement around Punch young men to the most retailer Ivy fashion: clothing VAN flagship store, Teijin Shop, in the Ginza neighborhood of Tokyo. There they bought their own button-down shirts, madras blazers, cotton pants, and Soon teenagers these started park themselves on and stay all day. They became press as the Miyuki Tribe (miyuki-zoku). The term means “tribe” Japanese, but the postwar usage connoted delinquent subculture. Before 1964 a few youth tribes unique styles but almost always as an organic extension of their lifestyle. The Thunder Tribe dressed in leather proper a motorcycle ride, the Tribe partied the beaches bright coastal clothing. The Miyuki Tribe, by contrast, learned to dress from the mass media—a youth brigade drafted straight from the Heibon Parents did not of their sons wearing American so young men snuck Ginza their in paper then changed in cafe The paper shopping bag became vehicle for VAN to had started providing the sleek paper bags to featuring its logo in a red box the bottom that stretched around the side. These bags flooded the streets, young shoppers fetishize the logo. Youth who could not afford buy anything from an VAN retailer carried around an old rice bag with VAN on top. the summer
ers, short cotton pants, loaferS, sharply paRted KEnnEdy HaIrcuTs—chAtting to anotheR Boy iN a red sports car. Punch’s paGes taUgHT teeNS hOw to dRess in tHIs SO-CalLeD IVy sTyLE.

HEibon punCh was an Immediate sUccEsS. The debut issUE sOld 620,000 copies, aNd wIthin two yearS ciRculatIoN hiT One miLliOn. The First wAVe of JaPan’s postwAr BAby booM Was enteRINg CollEge right as it launcHEd. cOmpared with the Frugal YoUTh WHO caMe oF age immediAtEly afTEr World wAr ii, THe bABy boomers wantEd to play in JAPan’S newly EmErgINg consUmer sOcIEty And could affOrd tO. Heibon PuNch becAMe their GUide.

The ExciteMenT arOund pUnCh SenT yOUng MEn To tHE moSt famous ReTaIler fOr IvY FASHion: The ClotHing cOmpany VAN JackEt’s FlagSHip Store, teijiN Men’S SHop, in The GinZa neiGhBorhood of Tokyo. THere They boughT thEiR owN bUtton-DOwn shiRts, MadRas blazErs, cottON chInO PANtS, and penny loafers. SoOn TEEnAgers in tHese clOThEs STarted to PaRk tHemsELVes on miyuKI STreet and Stay alL DaY. THey becaMe InfamoUs In tHe pRess aS The MIyuki TRibe (miyuKi-zokU).

the term zoku meaNS “tribe” in JapanESe, BUT tHE posTwaR usage connoTed a DElinQuenT SuBcuLTure. BEfore 1964 A fEW yOUth tribes invented unIqUe stylEs but Almost always aS an organic EXTEnsion of TheiR LiFEstyle. The ThundEr TriBe (kaminari-ZOku) bikerS dresSed in leaTher propeR FOr a motorCycLe rIde, WhiLE ThE Sun Tribe (taiyŌ-ZOku) pArTied on tHe bEaches iN brIghT coAstAl Clothing. THe Miyuki trIbE, bY cOntRast, lEArned to dReSs dIrEctLy froM The masS mediA—a yoUtH bRIgaDe draftED sTRAighT fRoM the ModElS in HeIbon pUncH.

ParentS did not apProVE of tHeIr Sons weaRing stylish AmErIcan clothiNg, So yOung meN SNuck out tO Ginza with their Ivy duds hIDden in rOllEd-up pAper Bags, then cHanGed in cAfe BAthrooMs. The pAper sHoPpiNG Bag beCAMe A veHiCle for VAN tO PRomOte itS bRand. the compAny had started proviDIng The sleek paper BagS to rETAiLerS FeATurInG Its LOGo in a red box at thE bottom thaT sTReTched arounD The SiDe. These Bags floOded tHE streetS, and young Shoppers cAmE to fETIshIze the logo. youth who Could not aFFord tO BuY anytHinG from aN oFfiCial VaN retaILer CarriEd arouNd An old rIce baG wIth a VAN sTicker on top.

As the summer
ers, short cotton pants, l oafers, sh arply  pa rte dKenn edyhaircuts—chatt i ng t o another boy in a red  spor ts car. Pu nch’s  pagest au g h t t ee ns  ho wt odress  in  this s o-called I vyst yle.

Heibon Pu nch was an  im mediate succ ess . Thede but issue  so ld 62 0,000c opies,  and with in two ye a rs circ u l at ionhit one million.T he first wave ofJapan’ sp os t w arbab y boom was  e nteri n g colle g er i g hta s it launched . Comparedw ith  the f ru gal youthwho c am e  of  age immedi atel y after W orld W a r II, t h e babyboomer s w ant ed t o  p la y i nJ apa n ’s  ne w lyemerging  c on sumer  soc i e t y  and  co uldaffor d to. HeibonPun ch b e cam e the ir gu ide. 
The e xcitem ent a ro und Punch sentyoun g men tothe  m ost  f amous retail erfor  Ivy fa shion:t hecl o t h in g company VAN Jack et ’ s  f lagshipstore, Te ij i n Men’sSh op,  int h e Gin za n e ig hborhood  of To k yo .There t he y boug ht  th eir  ownb utto n-down  shirts,  madr a s blazers, cot t on chino pant s ,a n dp enny  lo afers. Soon  tee n ager s in th ese cloth es st ar t ed to park themselveson  Miyuk i Str eet and stayall day. T h e y  becameinfa m ou s  in the pressas th e Miyuki T r ibe (miy uki-z oku).

T he term z o k u means“tr ibe ” i n J a p an ese, but thep o stwa rusage c onn oted adel inq uen t s ub culture.Before 1 96 4afe w y outht ribes in ve nte duni que s t yles b ut al most  a lw a ysas an o r ga n i c ex te ns ionofth eir l ifes t yle . The T hunder Tr ibe (kam in ar i-zoku)  bikers dress ed  in leathe rpro per fo r a motorc ycle ride, while the Su n  Tribe(ta iyō-z oku)  partiedonthe be ach e s in b rightcoast al  cl o t hing. T he  Mi yu ki Tribe,b y  co ntras t,  lea rned to  dress directly fr o m t he mass media —ayout h br iga d ed raf te d  st r a ight from the m odels in H ei b on  Punch.

P a ren ts  did no t appro ve of their s ons weari ng stylis hAmer i c anclothing,so young  men snuc k  outt oGinza  wi th the ir  Iv y dud s hidd e n i n rol led-up  p aper b ags,th en chang ed in cafe bathrooms. T he pap er sh opp ing bag b eca m e a  vehicleforVAN to pro mot e i ts br and .  Thecomp a ny  ha d  star tedp rovidingt he  sl e e kpaper bagst o ret ailer s f e aturin g it s logo in a red b o x at the botto m th a t  st ret c hedar ound the side.  Th es e bags flo od ed the stre ets, and  y o ung s hopper s came  to fet i s hi z e thelogo . Y outh whocou ld not aff or dt o buyanyt hi ng fro m an o f fici a l  VAN retailer ca rried a round anold r ic e bag w i th a  VAN stick er on top.
As th e su mmer
ers, short_cotton pants,_loafers, sharply parted Kennedy_haircuts—chatting to_another_boy in_a_red sports car._Punch’s pages taught_teens how to dress_in this so-called_Ivy_style.

Heibon Punch was an immediate success. The debut issue sold 620,000 copies, and within_two_years circulation_hit_one_million. The first wave of_Japan’s postwar baby boom was_entering college_right as it launched. Compared with the frugal_youth_who came of_age immediately after World War II, the baby boomers_wanted to play in Japan’s newly_emerging consumer society_and_could_afford to. Heibon Punch_became their guide.

The excitement around Punch_sent young men to the most_famous retailer for Ivy fashion: the clothing_company VAN Jacket’s flagship store, Teijin_Men’s Shop, in the Ginza_neighborhood of_Tokyo. There they bought their_own button-down shirts,_madras blazers,_cotton chino pants,_and penny loafers. Soon teenagers in_these clothes started_to park themselves on Miyuki Street_and_stay all day._They_became_infamous in_the press as_the_Miyuki Tribe_(miyuki-zoku).

The_term zoku means “tribe” in Japanese,_but_the postwar usage connoted a delinquent subculture._Before 1964 a few_youth_tribes invented unique styles_but almost always as an_organic extension of their lifestyle. The_Thunder Tribe_(kaminari-zoku) bikers_dressed in leather proper for a motorcycle ride, while the Sun_Tribe (taiyō-zoku) partied on the beaches_in bright coastal clothing._The Miyuki_Tribe,_by contrast, learned_to_dress directly_from the mass media—a youth brigade drafted_straight from_the models in Heibon Punch.

Parents did_not approve of their_sons_wearing stylish American clothing, so young_men snuck out to Ginza with_their Ivy duds hidden in_rolled-up_paper_bags, then changed in cafe_bathrooms. The paper shopping bag became_a vehicle for_VAN to promote its brand. The company_had_started providing the sleek paper bags_to_retailers featuring its logo in a_red_box_at the bottom that stretched_around the side. These bags flooded_the streets, and young shoppers came to fetishize the_logo. Youth who_could not afford to buy_anything_from_an official VAN retailer carried around an old rice bag_with a_VAN sticker on_top.

As the summer