CLUTCH is a Japanese publication with English subtitles that focuses on showcasing the best of Japanese heritage menswear brands, alongside broader themes of (life)style and craftsmanship. The magazine delves into an extensive archive of vintage clothing, presents seasonal brand collections, introduces readers to key figures within the industry, including manufacturers, and offers guidance on dressing with style. Furthermore, it features articles and visuals on vintage cars and motorbikes, appealing to a readership with diverse interests within the realm of classic aesthetics.
The magazine primarily targets men who appreciate American Casual Style, often referred to as "Amikaji". Its readership includes vintage and heritage enthusiasts, appealing to those who value the history and quality of garments. It resonates with individuals who identify as "OG denim and Americana fans". While the precise age range isn't definitively stated, some sources suggest it appeals to men in their thirties and potentially older, who have a more established appreciation for these enduring styles. CLUTCH showcases the lifestyles of individuals from America, Europe, and Japan who actively pursue their hobbies and interests, providing a global perspective on heritage and craftsmanship. Notably, the magazine is also recognized as a publication for those with a particular interest in workwear, further defining its niche within menswear. The inclusion of English subtitles in each issue is a significant factor contributing to its broad international appeal, allowing enthusiasts outside of Japan to access its specialized content. This suggests a deliberate effort to connect Japanese heritage menswear with a wider global audience that shares an interest in vintage Americana and meticulous craftsmanship. The consistent focus on heritage, craftsmanship, and vintage items indicates that the magazine's target audience is likely a discerning group that values authenticity and enduring style over fleeting trends.
CLUTCH is published by Ei Publishing, a Japanese specialist publishing house founded in 1973. Atsushi Matsushima holds the position of Editor-in-Chief, guiding the magazine's editorial direction. While Ei Publishing was established in 1973, the launch of CLUTCH magazine itself appears to have occurred later, around 2012. However, mentions of specific volume numbers and publication dates suggest the magazine was active by at least 2014. This temporal difference between the publisher's founding and the magazine's emergence suggests that CLUTCH is a subsequent publication under the umbrella of this established publishing house. The magazine is published bimonthly. Some sources mention a frequency of two issues per year; this likely refers to the standard edition that is often bundled with "Men's File" magazine. This suggests a core bimonthly publishing schedule, with potential variations or special editions that might account for the "two issues per year" reference. CLUTCH remains an ongoing publication, with recent issues appearing in 2024 and even anticipated in 2025.
Within its niche, CLUTCH holds significant importance as a leading heritage fashion editorial originating from Japan. It prioritizes quality over the sheer volume of content, establishing itself as a respected voice in the vintage appreciation community. The magazine is recognized for its exceptional photography and in-depth research, making it a valuable resource for enthusiasts of vintage style. It serves as a connection point between domestic and international brands within the heritage fashion landscape. This demonstrates that CLUTCH magazine occupies a prominent position as a curator and promoter of Japanese heritage menswear and vintage culture, both within Japan and on a global scale.
History
The circumstances surrounding the founding of CLUTCH magazine indicate a launch around 2012, potentially as a spin-off from the established "Lightning" magazine. Atsushi Matsushima, the current Editor-in-Chief, is credited with its founding. Prior to establishing CLUTCH, Matsushima held the position of Editor-in-Chief at both Lightning and 2nd magazines, both successful men's fashion publications in Japan. The impetus behind the launch of CLUTCH appears to have been to create a bridge connecting Japanese and international brands within the burgeoning heritage fashion scene, facilitating greater awareness and accessibility for both. This suggests that the magazine's inception was likely built upon the existing success of other Ei Publishing titles, capitalizing on Matsushima's extensive experience and established network within the fashion industry.
Over time, CLUTCH magazine has maintained a consistent editorial focus on heritage menswear and vintage styles, solidifying its position within this niche. A notable aspect of its evolution has been its ongoing collaboration with "Men's File" magazine, another publication with a similar focus. These two magazines are frequently bundled together, suggesting a shared readership and complementary editorial visions. CLUTCH has also expanded its thematic coverage to include related areas of interest, such as motorcycles and the associated culture, as well as the distinct aesthetics of barber style. A key characteristic of the magazine's editorial strategy is the introduction of theme-based issues, which delve into specific styles, products, or cultural phenomena within the heritage sphere. Examples include issues dedicated to "Japan Products," showcasing the best of domestic craftsmanship, "Vintage Stuff," exploring rare and significant vintage collections, "Worker Style," highlighting the enduring appeal of functional garments, and "Leather Jacket Age," focusing on the iconic garment.
Beyond the magazine itself, CLUTCH has evolved into a broader platform for the heritage fashion community. This is evidenced by the organization of the "Clutch Collection" show in Yokohama, an event designed to bring together prominent brands and buyers within the industry, fostering connections and collaborations. Further demonstrating this expansion, CLUTCH established a physical retail presence with the opening of Clutch Cafe in London in 2018. This evolution from a print publication to encompass events and retail suggests a strong commitment to building and serving a dedicated community around heritage fashion and lifestyle. Atsushi Matsushima has consistently served as the key editorial leader in his role as Editor-in-Chief since the magazine's inception. As of 2024/2025, CLUTCH magazine continues to be published, indicating that it has not ceased its run.
Editorial Content and Focus Areas
Core Themes and Editorial Vision
The core of CLUTCH magazine's editorial content revolves around a commitment to showcasing the "best of the best" in both lifestyle and the art of craftsmanship. Its primary focus is directed towards Japanese heritage menswear brands, offering a platform to highlight their quality and unique design philosophies. The magazine serves as a repository of extensive archival knowledge concerning vintage clothing, meticulously documenting its history and significance. Each issue typically presents seasonal brand collections, keeping readers informed about the latest offerings from both established and emerging designers within the heritage sphere. A key element of the magazine is its introduction of industry members and manufacturers, providing insights into the processes and people behind the creation of these garments. Furthermore, CLUTCH offers practical guidance on how to dress well, often focusing on timeless styles and the proper way to incorporate heritage pieces into a contemporary wardrobe. In addition to fashion, the magazine regularly features vintage cars and motorbikes, appealing to a readership with a broader appreciation for classic design and engineering. The editorial philosophy of CLUTCH emphasizes quality over quantity, suggesting a curated approach to the content presented. Notably, the magazine often focuses on the individuals who wear and cherish these garments, including artists, designers, and other creatives, adding a personal dimension to the appreciation of heritage fashion. This suggests a core editorial belief in the enduring value of heritage, the skill involved in craftsmanship, and the personal stories that connect individuals to these products.
Regular Features and Thematic Issues
While a comprehensive list of recurring sections is not publicly documented, the available information suggests several regular features and thematic focuses. It is likely that each issue includes features on specific product categories, such as in-depth looks at leather jackets and boots, given their prominence in heritage menswear. The magazine frequently publishes thematic issues centered around particular styles, with examples including "Worker Style," exploring the functional and aesthetic appeal of workwear, and "Barber Style," delving into the culture and fashion associated with traditional barbering. CLUTCH also features vintage collections sourced from around the globe, offering readers a glimpse into rare and historically significant garments. Interviews with key figures in the industry are also a likely recurring feature, providing insights into the perspectives and processes of designers and manufacturers. The inclusion of "style snap" features from various cities highlights contemporary interpretations of heritage styles in different cultural contexts. The enduring focus on "Japan Products" underscores the magazine's commitment to promoting domestic craftsmanship, while features on "Vintage Stuff" cater to the dedicated vintage enthusiast. The recurring theme of "Portraits of Clutchman" appears to celebrate individuals who embody the magazine's aesthetic and values. A significant aspect of CLUTCH's regular content is its bundling with "Men's File" magazine, indicating a close editorial relationship and a shared readership interested in similar themes. This structural approach, with thematic issues and recurring features, allows the magazine to delve into specific areas of interest within the broader context of heritage fashion and lifestyle, while the collaboration with "Men's File" broadens its scope and appeal.
Notable Editions and Thematic Shifts
Over its run, CLUTCH has produced several notable editions that highlight its editorial focus and thematic interests. Volume 57, titled "Japan Products," likely showcased the breadth and quality of Japanese heritage menswear. Volume 85 is another edition that has been noted. Volume 91, with the theme "Vintage Stuff," likely offered an in-depth exploration of significant vintage collections. Volume 96, published in August 2024, gained attention for featuring Ryuji Imaichi of J SOUL BROTHERS on its cover, with both regular and special editions available. This issue also commemorated the 20th anniversary of WESCO JAPAN. The magazine has also released themed issues focusing on specific styles, such as "Motorcyclist Style," which likely explored the intersection of motorcycle culture and fashion, and an issue dedicated to "Worker Style," examining the aesthetics and functionality of workwear. Another notable theme explored is "Barber Style," highlighting the fashion and culture surrounding traditional barbering. Volume 87 focused on the enduring appeal of "LEATHER JACKET AGE". Volume 90, titled "The Legend" and published in April 2023, featured the renowned vintage store BerBerJin in Japan. Looking ahead, Volume 98, slated for February 2025, will delve into the multifaceted beauty of knitwear. These notable editions and thematic shifts demonstrate the magazine's strategic approach to highlighting specific areas within its broader focus, appealing to a diverse range of interests within the heritage fashion community. The inclusion of a popular figure like Ryuji Imaichi on the cover of a recent issue suggests an effort to reach a wider audience and potentially introduce new readers to the magazine's content.
Audience and Readership
The core readership of CLUTCH magazine primarily consists of men who share a deep appreciation for Japanese heritage menswear. This audience is often comprised of enthusiasts of vintage clothing and Americana, individuals who value the history and craftsmanship inherent in these styles. A key characteristic of the readership is an appreciation for high-quality craftsmanship. While specific age demographics are not definitively available, the magazine likely appeals to men in their thirties and older, who have cultivated a more nuanced understanding and appreciation for these enduring styles. The magazine also resonates strongly with those who identify as "OG denim and Americana fans," indicating a deep-seated interest in these specific categories. Furthermore, the readership extends to individuals who are passionate about vintage cars and motorbikes, reflecting a broader interest in classic aesthetics and design. This profile suggests a core demographic of men with a strong inclination towards high-quality, historically inspired clothing and related lifestyle elements, possibly with the financial means to invest in such items.
Geographically, CLUTCH magazine originates from Japan. However, its reach extends globally due to the inclusion of English subtitles in each issue. The magazine is available in Japanese bookstores and can also be found in select international retailers, such as Mister Freedom. Additionally, Clutch Cafe in London serves as a distribution point for the magazine. Furthermore, the magazine can be purchased online through various platforms, including eBay, Amazon, and the websites of retailers like stuf|f, Clutch Cafe, World Club Lightning, Son of a Stag, Those That Know, Rare Mags, and Hepcat. This indicates that while the magazine is rooted in Japan, it has successfully cultivated an international readership by making its content accessible to English-speaking enthusiasts. The diverse range of physical and online distribution channels suggests a strategic effort to reach its niche audience on a global scale.
Notable Issues, Covers, or Articles
Throughout its publication history, CLUTCH magazine has released several issues that have garnered attention for their specific themes or featured content. Volume 57, titled "Japan Products," likely holds significance for its focus on domestic heritage brands and craftsmanship. Volume 85 is another issue that has been noted within the available information. Volume 91, themed "Vintage Stuff," likely resonated with readers interested in rare and historically important vintage garments. A more recent notable issue is Volume 96 (August 2024), which featured the popular Japanese artist Ryuji Imaichi from J SOUL BROTHERS on its cover. This issue was released in two versions, a regular and a special edition, with the latter featuring an exclusive cover. Additionally, this volume celebrated the 20th anniversary of WESCO JAPAN, including reports from their anniversary event.
Beyond specific volume numbers, CLUTCH has also produced notable issues centered around particular themes. The "Motorcyclist Style" issue likely appealed to readers interested in the intersection of motorcycle culture and fashion, showcasing iconic leather jackets, boots, and other related apparel. Similarly, the "Worker Style" issue, such as Volume 88 (December 2022), focused on the enduring aesthetics and functionality of workwear. An issue dedicated to "Barber Style" explored the fashion and cultural aspects of traditional barbering. Volume 87, themed "LEATHER JACKET AGE," undoubtedly delved into the history and appeal of this iconic garment. Volume 90 (April 2023), titled "The Legend," featured a special focus on the renowned vintage store BerBerJin in Japan, highlighting its significant reputation within the vintage community. Looking to the near future, Volume 98 (February 2025) is anticipated to explore the diverse world of knitwear.
These historically significant and widely discussed issues likely represent the core interests of the magazine's readership, focusing on specific facets of heritage fashion, vintage culture, and related lifestyle elements. The 10th Anniversary Issue, Volume 84 (April 2022), with its theme "PORTRAITS OF CLUTCHMAN," suggests a significant milestone for the magazine, offering a retrospective look at the individuals who embody its style and ethos. The inclusion of a well-known figure like Ryuji Imaichi on the cover of Volume 96 indicates a potential strategy to broaden the magazine's appeal and attract a wider audience. Thematic issues allow for a more concentrated exploration of niche areas within the expansive realm of heritage fashion.
Contributors and Notable Figures
Several key individuals have played significant roles in shaping the content and direction of CLUTCH magazine. Atsushi Matsushima stands out as the central figure, serving as the Editor-in-Chief. His leadership has been instrumental in establishing the magazine's focus on Japanese heritage menswear and vintage culture. Beyond his editorial role, Matsushima is also a key organizer of the Clutch Collection show and is involved in the operation of Clutch Cafe. Takashi Okabe is another notable figure associated with CLUTCH. He is involved with Clutch Cafe in London and also serves as the Tokyo editor for "Men's File" magazine, often collaborating with Atsushi Matsushima on various projects. Okabe plays a crucial role as a cultural and fashion bridge between the UK/Europe and Japan, contributing to advertising, sales, magazine distribution, and photography for CLUTCH. Nick Clements, the Editor-in-Chief of the British magazine "Men's File," has a strong collaborative relationship with CLUTCH, with their magazines frequently bundled together. This partnership brings a British perspective to the heritage fashion scene and expands the reach of both publications. Teruyuki Yoshimura is a photographer who has contributed to CLUTCH magazine, capturing the visual essence of its featured styles and subjects. Similarly, Ryo Kinugasa is a photographer who has documented events like the Clutch Collection show, providing visual content for publications like Heddels.
Atsushi Matsushima's contribution extends beyond simply overseeing the magazine's content; he appears to be the driving force behind its overall vision and related activities within the heritage fashion community. His involvement in the Clutch Collection show and the establishment of Clutch Cafe in London further underscore his commitment to fostering a global appreciation for this niche. Takashi Okabe's multifaceted role, bridging different cultural contexts and contributing to various aspects of the magazine's production and outreach, highlights a collaborative spirit within the industry. The consistent partnership with Nick Clements and "Men's File" indicates a shared editorial vision and a synergistic approach to covering the heritage fashion landscape. Photographers like Teruyuki Yoshimura and Ryo Kinugasa are essential in visually communicating the magazine's aesthetic and documenting key events within its sphere of influence.
Circulation and Distribution
CLUTCH is primarily a print magazine, catering to a readership that appreciates the tangible experience of a physical publication. Its distribution network includes traditional Japanese bookstores, making it accessible to its domestic audience. Recognizing the global interest in its content, CLUTCH is also available in select international retailers, such as Mister Freedom, indicating an effort to reach enthusiasts outside of Japan. The establishment of Clutch Cafe in London in 2018 further expanded the magazine's distribution network, providing a physical location in Europe where it can be purchased. In addition to these physical channels, CLUTCH magazine can be purchased online through numerous retailers. These include major platforms like eBay and Amazon, as well as specialized retailers such as stuf|f, the official Clutch Cafe website, World Club Lightning's online store, Son of a Stag, Those That Know, Rare Mags, and Hepcat. This multi-faceted distribution strategy, encompassing both physical and online presence, suggests a deliberate approach to reaching its niche audience both within Japan and across the globe. The reliance on specialized retailers, particularly those focusing on heritage fashion and Japanese brands, indicates a targeted effort to connect with its core demographic.
Reception and Influence
CLUTCH magazine has garnered a strong and positive reception within its specific niche. It is often described as a "famous Japanese magazine," indicating a level of recognition and respect within the fashion community. It is considered a "leading heritage fashion editorial of the Japanese specialist publishing house 'Ei Publishing'," highlighting its prominent position within its publishing group and the broader industry. The magazine is particularly well-regarded within the vintage appreciation scene, suggesting it has cultivated a dedicated and enthusiastic readership. A key factor contributing to its positive reception is its reputation for high-quality photography and meticulous research, which are consistently praised by those familiar with the publication. For many enthusiasts, CLUTCH serves as an "excellent reference piece" for understanding and appreciating vintage styles, making it a valuable resource within the community. Furthermore, the magazine is recognized for its significant contribution to the understanding and appreciation of Japanese denim culture, a highly respected area within heritage fashion. This overall positive reception suggests that CLUTCH has successfully established itself as a respected and influential voice within the niche of Japanese heritage menswear and vintage culture. The consistent positive descriptions from various retailers and fashion-focused websites serve as a form of industry recognition and attest to the magazine's quality and relevance.
Digital Presence and Online Strategy
CLUTCH magazine maintains a digital presence through various online channels. It has an official website, clutchmagjapan.com. The magazine also has a Facebook page, facebook.com/CLUTCHMagazine. Additionally, Clutch Cafe London, the magazine's retail extension, maintains an active Instagram presence under the handle @clutchcafelondon. It is likely that the magazine utilizes its social media platforms for promotional purposes and to engage with its readership. Furthermore, CLUTCH benefits from the online presence of numerous retailers that sell the magazine through their own websites, expanding its digital footprint. Its digital strategy appears to rely heavily on its social media presence and the online platforms of its retail partners to connect with its audience and facilitate sales.
Business and Financial Aspects
The primary revenue stream likely comes from the sales of the print magazine through its various distribution channels, including bookstores and specialized retailers. It is also possible that the magazine generates revenue through subscriptions. Advertising from brands featured within the magazine is another likely source of income, given the strong focus on product showcases and brand introductions. The establishment of Clutch Cafe in London represents a brand extension that likely contributes to the overall financial aspects of the CLUTCH enterprise, generating revenue through retail sales of clothing, accessories, and coffee. This suggests a business model that integrates print publishing with related commercial activities to support its operations.
Legacy and Cultural Impact
CLUTCH magazine has established a significant and lasting legacy within the realms of heritage fashion and vintage culture. It plays a vital role in promoting and meticulously documenting Japanese heritage menswear and the broader vintage aesthetic. The magazine is particularly influential within the "Amikaji" (American Casual style) scene, contributing to its understanding and appreciation both in Japan and internationally. By consistently showcasing high-quality Japanese craftsmanship and design, CLUTCH has contributed to the global recognition and appreciation of these elements within the fashion industry. The extension of the CLUTCH brand through the Clutch Collection show and Clutch Cafe further amplifies its cultural impact, creating tangible platforms for community engagement and the exchange of ideas within the heritage fashion sphere. Through its consistent focus, high-quality content, and expansion into related activities, CLUTCH magazine has solidified its position as a key influencer in the niche of Japanese heritage menswear and vintage fashion, contributing significantly to its global popularity and fostering a dedicated community of enthusiasts.