Experience a day that changes everything.
Good morning.
Good afternoon.
Good evening.
I'm Yokota from Amanojak.
Lately,
I sometimes ask customers in-store a question.
That is,
"Are you particular
about your socks?"
The answers vary.
"As long as they don't slip, that's enough."
"Just black, for no particular reason."
"I guess patterns."
All are fine, I think.
But the most common answer is,
"Honestly, I haven't really thought about it."
Actually, I was the same until recently.
Wearing 200,000 yen leather shoes.
Wearing 300,000 yen boots.
But,
randomly choosing 1,000 yen socks.
Is that really okay?
Being particular about clothes and shoes.
But socks, I just chose them randomly.
That's why when I encountered this brand,
my values changed a little.
"With the same shoes, your day changes."
Today, I'd like to introduce a brand that offers such a rare experience.
……………………………………………………………
UNSUNG HERO
LAUNCH POP-UP
Store Date :
7/4(Sat.)〜7/12(Sun.)
Place :
Amanojak. Kitasenju store
(18-10 Senju Nakai-cho, Adachi-ku, Tokyo)
TEL: 03-4400-2094
Amanojak. Sendagi store
(3-31-12 Sendagi, Bunkyo-ku, Tokyo)
03-5834-7879
Amanojak. Online Store
Event :
We will be holding a POP-UP for the Japanese sock brand
UNSUNG HERO.
※It is also possible to purchase products seen on social media, etc., via mail order by inquiry.
Please feel free to contact us.
……………………………………………………………
This is the first time Amanojak. is introducing this brand,
so let's start with a brief overview of the brand!
UNSUNG HERO
"Making fashion easier."
is the concept of this Japanese sock brand.
The brand name UNSUNG HERO means
"unsung hero"
or
"unsung supporter."
It refers to someone who supports from behind the scenes.
They may not be the main focus,
but they support your feet as you walk all day,
making leather shoes, sneakers, and sandals more comfortable to wear.
They are not flashy, but
they fulfill a crucial role.
Wearing stylish leather shoes or boots,
and continuously walking on hard asphalt.
Designed with such urban life in mind,
"urban socks"
That is UNSUNG HERO.
Generally, the criteria for choosing socks are
color, pattern, and balance with trousers.
Most people choose based on appearance.
Of course, I think that's one option.
However, because you wear them all day,
what you really should be particular about is
"functionality"
I would boldly state that.
They don't tire your feet even after walking for a long time.
They don't slip inside your shoes.
Breathable and comfortable.
You can wear your favorite leather shoes or boots more comfortably.
You'll notice the difference immediately after wearing them for a day.
That accumulation
will naturally make you want to "wear these shoes again today."
UNSUNG HERO proposes
"Choose socks based on their functionality."
a new value.
Wearing GUIDI.
Wearing Rick Owens.
Wearing CALMANTHOLOGY.
Wearing Maison Margiela.
Walking in the city
wearing your favorite pair of shoes
is surely an ordinary yet
special experience for everyone.
That's why I believe
the socks that support that time
are worth being just as particular about.
Actually, at Amanojak.,
we haven't had many opportunities
to actively introduce socks or
hold POP-UPs until now.
That's because
we hadn't found anything
we truly wanted to introduce.
Socks are something you wear every day, so
we don't want to compromise.
"Making fashion easier."
UNSUNG HERO's philosophy is
very interesting and, I felt, very well embodied.
That's why we are confident
in presenting them in a POP-UP this time.
Now, let's introduce
the five models that embody the charm of UNSUNG HERO, in order.
Each has a different philosophy and role,
so we hope you'll consider your own lifestyle as you browse.
And what we want you to pick up first
at this POP-UP is,
No.001
Retro Standard Socks
The first model that most vividly embodies the brand's philosophy.
At first glance, they appear to be simple socks, but
they are worth seeing for the attention to detail focused on "functionality" throughout.
The entire sole of the foot
features a plush terry cloth specification,
making them less tiring even after long walks
and less prone to stuffiness even when sweating.
Furthermore, the arch and ankle areas
have different knits,
providing firm support only where needed.
Yet, they don't feel too tight.
They achieve an exquisite fit that cannot be dismissed with just the word "comfortable."
What personally impressed me was that
they reliably resolve issues like socks slipping or heels lifting,
which often happen while wearing them.
The more you walk,
the more you'll realize the difference.
Of course,
they didn't just pursue functionality.
The surface and the pile part that touches the skin
are made of 100% cotton,
achieving a soft feel and natural texture.
Made in one of Japan's leading sock production areas,
combining vintage knitting machines with
the latest linking technology,
they achieve a high level of both comfort and durability.
And precisely because they are minimal,
the expression of the knit fabric and
subtle three-dimensionality emerge.
They are never too assertive.
Yet, from a functional aspect of improving wearability and fit,
they quietly enhance the overall completeness of your coordination.
They are truly worthy of the brand name,
"UNSUNG HERO"
I believe they are a pair perfectly suited to the name,
"unsung supporter."
Next, we'll introduce
No.002
RL New Standard Socks Thick
If No.001 represents
the "origin" embodying UNSUNG HERO's philosophy,
this is a new standard model
that further refines that comfort.
While maintaining the high cushioning and
comfortable fit of No.001,
"We want to make them fit even better."
"We want to make them a pair that can be loved for longer."
They were born from the brand's pursuit
of such ideals.
As a change from No.001,
the volume around the calf has been reduced,
resulting in a cleaner silhouette.
Furthermore, by adopting an R/L design
tailored to each foot,
they achieve a natural fit
that envelops the entire foot.
The opening and length have also been reviewed,
and their slip-resistance and durability have been updated.
They are not just comfortable to wear,
but "maintain that everyday comfort
for longer."
This pair is packed with such a philosophy.
If No.001 is the basic,
this is an updated model
with enhanced completeness.
The length is also set a little longer,
making them perfect with shorts or cropped pants.
They are not just thick.
Thought through in terms of comfort, durability,
and even styling,
they are UNSUNG HERO's all-time best.
Next up is
a pair best suited for the upcoming summer season.
No.003
RL New Standard Socks Thin
Many people choose thin socks
for summer or when wearing loafers
or leather shoes.
However,
"Thin socks tear easily."
"They wear out quickly."
I believe many of you
have had such experiences.
UNSUNG HERO has
re-evaluated that norm.
For the toes and heels, which bear the most load,
we use a pile knit, similar to No. 002,
that combines cushioning and durability.
Furthermore, also like No. 002,
the R/L design, tailored for each foot,
achieves a light feel and a natural fit.
On the other hand, by adopting a mesh knit for the instep and arch,
we ensured breathability, differentiating it from No. 002.
Only the necessary functions are provided where needed,
and ingenuity to pursue comfort is packed throughout.
Not "comfortable because they are thin,"
but rather,
"comfortable because they are well thought out."
That's what these socks are all about.
No.004
6×2 Rib Socks
I want to wear leather shoes even in summer.
But thick cotton socks are too hot.
On the other hand, socks that are too thin
feel unreliable in terms of durability.
This model addresses such concerns.
By using yarn blended with linen and ramie in addition to cotton,
they achieve an astonishingly light and smooth feel,
making them overwhelmingly comfortable even in sweaty seasons.
Furthermore, the looser 6x2 wide rib knit
gently embraces the foot and fits naturally.
Even after wearing them for a long time,
you won't feel any stress.
At first glance, they might seem like ordinary black ribbed socks
that you could find anywhere.
However, these socks are actually packed with a strong commitment to materials,
even going to the trouble of bundling multiple threads together
to create thick cotton-linen yarn.
Precisely because they look "ordinary,"
you'll notice the difference the moment you put them on.
This is a model that we highly recommend to anyone who doesn't want to compromise on their black style, even in summer.
And personally, I really like this one:
No.005
Tabi Socks
When you hear "silk," many people probably imagine
a lustrous and smooth material.
However, the silk used here is
silk noil, which has a rustic and natural texture
different from regular silk.
It has elegance, yet it's never too delicate.
Rather, it has a slightly dry texture,
and the material naturally blends well with
leather sandals and leather shoes.
It excels in moisture absorption and breathability,
and also feels light against the skin, making it very comfortable even in humid weather.
You'll surely appreciate the quality of this material during the sweaty seasons.
Furthermore, the tabi-style design is a welcome feature,
allowing them to be worn effortlessly with
thong sandals and leather sandals.
Wearing them barefoot feels a bit too casual.
But regular socks just don't work.
These socks fill that gap for summer footwear
with a very stylish balance.
Light. Cool.
Yet, somehow elegant.
For your summer footwear, these are an unexpected but delightful addition from UNSUNG HERO,
adding subtle depth to the material.
What did you think??
"Making fashion easier."
That statement is by no means an exaggeration;
it's a brand that people who are particular about their clothes and shoes
should definitely experience.
I'm particular about my clothes and shoes.
So much so that I can talk about the materials, patterns,
stitching, and even the background.
But even though it's something I wear every day,
I tend to compromise because it's not visible,
and it's often the last thing I consider.
"Socks"
In an era where what stands out is valued most,
it's often the things that don't stand out that truly support our everyday lives.
That's why we were so drawn to the idea of the "unsung hero."
At this POP-UP,
we have a wide range of items that you don't usually get to see.
"Comfort that changes from your feet up."
Please come and experience it at the store.
We will be holding it at both stores starting this weekend, so please come and visit us.
Well then, goodbye 👋
(staff:YOKOTA)
