PAPAS Celebrates 40 Years with a New Era of Creativity Under Yataro Matsuura

PAPAS Celebrates 40 Years with New Creative Vision

Established in 1986, PAPAS has been a beloved name in casual fashion for generations. With a commitment to high-quality craftsmanship and timeless style, the brand will proudly celebrate its 40th anniversary in 2026. This momentous occasion also marks a significant shift in its creative direction, as the brand welcomes Yataro Matsuura as its new Creative Officer starting with the Autumn/Winter 2026 collection.

Yataro Matsuura: A Visionary Leader

Matsuura is recognized for his ability to articulate a rich philosophy of lifestyle and well-being through various media. His past experience includes the role of editor-in-chief at "Kurashi no Techo" and ongoing work in branding and product development. His leadership at PAPAS signifies a deep-rooted commitment to cultivating a quality lifestyle and inspiring others to enjoy life fully. Matsuura's vision for the brand centers around encouraging customers to revel in life and wear their experiences.

With Matsuura at the helm, PAPAS aims to infuse its identity with a sense of modern freedom and sophistication, blending traditional values with contemporary sensibilities.

The Creative Team

In addition to Matsuura, the brand is set to enhance its creative efforts with the appointment of Hirofumi Yamashita as Product Director. Famous for his work with the men’s brand MOJITO, Yamashita will helms product development to ensure a perfect marriage between aesthetic and function.

Eisuke Yamashita, known for his editorial prowess in fashion culture, will undertake the editorial responsibilities. His extensive experience in leading publications like "LEON" and contributing to various men's magazines positions him as a key player in positioning PAPAS within today’s fashion landscape. This trifecta of talent brings an unparalleled creative force, empowering PAPAS to weave modern elegance into its traditional fabric.

A New Chapter Begins

PAPAS is on the cusp of an exciting new chapter with its first collection debuting in Autumn/Winter 2026. Drawing from its 40-year legacy while looking toward the future, PAPAS aims to continue to embody true richness—both in clothing and in life experiences. The brand promises to deliver exquisite pieces that encourage every adult to celebrate their individuality and enjoy the gifts life has to offer.

As it evolves for a new generation, PAPAS remains committed to its core values of quality and craftsmanship, matched with innovative designs that resonate with contemporary lifestyles. The brand envisions its next 40 years as an opportunity to redefine sophistication and creativity, making clothing not just an outfit but a canvas for personal expression.

Stay tuned for more updates as PAPAS embarks on this exciting journey!

Conclusion

With the combined talents of Matsuura, Hirofumi Yamashita, and Eisuke Yamashita, PAPAS is ready to cement its place as a cultural icon in the world of casual menswear. They invite you to witness a harmonious blend of modernity and tradition as the brand strives to inspire its customers to dress not just for the day, but for a life well-lived.