Traditions that remain meaningful across time are also those that have the ability to remain responsive to the times in which they exist. They are able to remain both true to their original spirit while also being in dialog with the world around them. It is, perhaps, a common misunderstanding that traditional dress is resistant to change, as if it were an unchanging expression of an immutable ideal. In contrast to this, traditional clothing has always been alive to any given era in which it has existed. If it were not so, we would still be wearing the frock coats and stiff high-collared shirts of yesteryear. In 1977, J. Press ran the advertisement below displaying both a keen sense of humor and self-awareness regarding this often misunderstood aspect of traditional clothing. Thirty five years on from 1977 and J. Press is still a living tradition resisting relegation to the museum of natural history.
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J. Press is a Fossil?!
It is annoying to have the word 'traditional' translated as if it meant "stubborn." In Japan, there are many fans of traditional clothing. This is a wonderful thing, and however boastful it may seem on our part, J. Press is very proud of this. So, J. Press would like to say a few things to fans of traditional clothing. Somehow in Japan, traditional clothing is often thought of as a "stubborn person's style." This is a misconception. We feel it would be a very regrettable thing if traditional clothing were perceived as a uniform for people with heads made of stone. Though J. Press makes traditional clothing, we have never once thought of ourselves in this stubborn-stone-like way. Further, it is not our intent to make clothing for such people. J. Press clothing is quietly alive with the breath of the age, quietly continuing to change. For example, this year we offer suits that are lighter. In doing so, we are not just following the current trends of today. We have grasped that colors appropriate for today's society have a lighter feeling. We hope that you will understand that tradition rejects arbitrary change. We are not simply stubborn. J. Press makes traditional clothing, but we are definitely not a lifeless fossil.
Source: Men's Club #195 (August 1977)
