The Second Edition of 'MEN'S Precious,' a Magazine for Discerning Men, is Released

MEN’S Precious 2009 Spring/Summer: A Deeper Dive

The Second Edition of the "Story of Things" Magazine for Discerning Men

Following last November's debut, the second issue of "MEN'S Precious" has been released by Shogakukan. Editor-in-Chief Kiichi Hashimoto asks, "Do we truly want what's currently trending, or what's fashionable?" "MEN'S Precious" offers style proposals for sophisticated men with intellectual curiosity, who consider fashion a form of education. Perhaps it's because without form, the spirit cannot be settled.

Text by Kiichi Hashimoto (Editor-in-Chief, MEN'S Precious)

For the Sophisticated Man: "Stories of Things" and Narratives from the Editor

The concept for "MEN'S Precious" 2009 Spring/Summer remains the same as last year's first issue: "Showcase cool things with cool photography!" and "Aim for the lifestyle of a man with his own values, independent of trends – the true gentleman."

Most existing men's fashion magazines typically feature articles like, "This season's trends are...", "Here are the new products...", or "These are our bestsellers."

But do men over 40, or those approaching it, truly desire "what's currently trending"? Do they buy something simply because "it's the bestseller"? Are they interested in "what's new this season?"

Of course, many men might be. However, "MEN'S Precious" is not concerned with such things at all.

We want to select products based on criteria like: "Genuine quality over fleeting trends," "Items with a story over newness," and "Unique finds over bestsellers."

Our main feature, "The Story of Gentlemen's Masterpiece Shoes," was curated from this perspective, selecting exquisite shoes that resonate deeply. We aim to discover items that, even if not universally acclaimed, are cherished and passionately discussed by a single man. These 32 pairs of masterpiece shoes were chosen in collaboration with Japan's leading fashion professionals. We hope you enjoy them.

This issue of "MEN'S Precious" 2009 Spring/Summer features more fashion photography than the previous one. We wanted to show how intellectually discerning men today should dress.

While this may differ significantly from the trends seen in other fashion magazines, it is the result of our editorial team's pursuit of the "intellectual gentleman" ideal.

We have also introduced a new beauty section, which also offers a distinct feel compared to those in other magazines. The writing by fashion historian Kaori Nakano is particularly sharp, brilliantly capturing the true relationship between dandyism and beauty.

From the cover photo of Yves Montand, through the opening column "Gentlemen's Masterpiece Stories," to the final piece "Sushi and Soba Restaurants Loved by Literary Figures," this issue is filled with the aesthetics of men, the things they love, and the stories of the men who created them.

Amidst your busy schedule, take a moment to relax and savor each page, enjoying the stories within.

When the name "Brioni" is mentioned, most men likely think of "the world's finest clothing." Indeed, their craftsmanship is unparalleled, which is why so many great stars have had their suits tailored there. In essence, it is authentic clothing recognized by authentic men. And the splendor of Brioni can also be experienced in their ready-to-wear collections, which share the same exceptional materials and tailoring. But why is this? The true magnificence and appeal of Brioni lie precisely in this fact.

(2009.04.13)

Discerning men, who are not mere watch enthusiasts, seek not only intricate movements and the technical skill to create them in a wristwatch.
Nor is it solely about history or brand power. Sophisticated design that reflects aesthetic sensibility is also a significant factor in a watch's true value. The Girard-Perregaux "Vintage 1945" is a rare timepiece that possesses all these qualities. Let's examine the allure of this masterpiece of rectangular watchmaking, a legend in horological history.

(2009.04.14)