#Japan #Tokyo #ADÉL VINTAGE #FAY by JAM #古着屋JAM

JAM TRADING Launches Two New Vintage Brands in Harajuku

On June 13, 2025, the renowned vintage clothing retailer, 古着屋JAM (JAM), operated by 株式会社JAM TRADING (JAM TRADING Co., Ltd.), marked a significant expansion with the simultaneous opening of two new brands: ADÉL VINTAGE by JAM and FAY by JAM, located within the flagship store in Harajuku. This launch represents the company's third store opening, thus enhancing its portfolio of 40 stores nationwide.

The Expansive Harajuku Store

The newly unveiled flagship store in Harajuku boasts an impressive total area of 180 tsubo (approximately 595 square meters), making it the largest outlet in Tokyo. The store not only showcases the existing offerings from 古着屋JAM but also features womenswear from Elulu by JAM. With the addition of these two new brands, the store now presents a total of four distinct lines, thereby diversifying its product range considerably.

Expanding the High-End Vintage Offerings

ADÉL VINTAGE by JAM and FAY by JAM are designed to cater to a wider audience with a focus on high-end second-hand clothing. Customers can expect a variety of stylish and high-quality vintage items that reflect the latest trends while maintaining the essence of vintage fashion. This expansion aims to meet the evolving preferences of customers who are increasingly looking for unique clothing options that offer both style and sustainability.

Target Market and Brand Vision

Both brands have distinct identities that cater to varying customer demographics. ADÉL VINTAGE leans toward a healthy and elegant aesthetic, providing a selection of refined vintage pieces, while FAY by JAM emphasizes the accessibility of high-end fashion, embodying the concept of bringing aspirational styles into everyday life. With this strategic approach, JAM TRADING intends to become a cornerstone of vintage fashion culture in Japan, offering not merely clothing but a way of expressing individuality through sustainable fashion.

A Commitment to Quality and Sustainability

The management at JAM TRADING has expressed a strong commitment to quality, dedicating immense resources to carefully sourcing and cleaning each vintage item. This dedication ensures that shoppers can enjoy stylish, sustainable fashion without sacrificing quality. Furthermore, the company aims to shed light on the charm of second-hand clothing, thus inspiring a broader appreciation for vintage fashion.

Additional Information and Store Details

The newly launched brands will operate within the existing 古着屋JAM Harajuku store, which is easily accessible from both JR Harajuku Station (just 500 meters away, approximately a 7-minute walk) and Tokyo Metro Meiji-Jingu-mae Station (only 240 meters away, about a 3-minute walk).

• - Address: 6-28-5 Jingumae, Shibuya-ku, Tokyo 150-0001, Japan
• - Opening Hours: 11:00 AM to 8:00 PM
• - Instagram:

- ADÉL VINTAGE by JAM
- FAY by JAM

Company Overview

Founded in December 2007, 株式会社JAM TRADING has rapidly grown from its roots in vintage clothing to include a range of unique brands, such as Elulu by JAM, LOWECO by JAM, and others. The company prides itself on offering high-quality second-hand clothing that is carefully curated from around the globe, ensuring that each piece is not only stylish but also environmentally responsible.

Conclusion

With the grand opening of ADÉL VINTAGE by JAM and FAY by JAM, the 古着屋JAM Harajuku store continues its tradition of leading the vintage fashion market in Japan. The goal is to succeed in becoming the go-to destination for vintage enthusiasts and to remain an iconic symbol of the vintage clothing phenomenon in Japan.