Word: shinhatsubai
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...adjust to even briefer fashion cycles. One top design house in Tokyo estimates that in order to satisfy the ever fickle tastes of young Japanese patrons, domestic labels have had to double their output compared with European clothiers'. The endless search for the next new thing, dubbed shinhatsubai in Japanese, affects everything from orange juice at the convenience store, which contains less pulp in the summer months, to ever so slightly different shades of khaki cargo pants for each season. Some fashionistas sniff that mix-and-match collaboration is simply this year's shinhatsubai. But the trend's champions argue...
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