Despite the trend towards a more casual workplace dress code, events where men in suits take to the streets in their free time are gaining popularity. This phenomenon is attracting public attention.
Sebiro Sampo Event in Sapporo
In mid-April, an event called Sebiro Sampo (suit walk) took place in Odori Park in Sapporo. Approximately forty men aged twenty to seventy gathered there to display their favorite suits. Participants took group and individual photos, pumped their fists, and loudly chanted: 'Sebiro sampo saiko!' (Suit walk is the best!). They then walked about a kilometer toward the area near the Sapporo TV Tower, looking confident and enjoying their attire.
Among the participants was a man in an elegantly tailored Neapolitan-style suit, and another displayed a British-style suit with broader shoulders. A 46-year-old civil servant from Omihachiman, Shiga Prefecture, who participated in the tenth Sebiro Sampo, noted that he coordinated his outfit with the spring colors of the city. He mentioned that it was pleasant to observe the styles of fellow suit enthusiasts and exchange information.
History and Purpose of Sebiro Sampo
Sebiro Sampo was launched in October 2023 by volunteers from the menswear industry and other people. The goal of the event was to help people rediscover the appeal of suits, as opportunities to wear them have decreased, mainly due to the spread of remote work during the COVID-19 pandemic. The event has also been held in areas such as Asakusa and Marunouchi in Tokyo, as well as in Osaka.
The Sebiro Sampo Instagram account, which publishes photos of participants, has increased its number of followers with each event and exceeded the 10,000 mark. Toshihiro Yasutake, a communications specialist and one of the organizers, stated that Sebiro Sampo is recognized as an event that allows people to enjoy wearing suits. He added that despite the growing rejection of suits by people, they strive to develop their community through these events and revive the industry.
Shrinking Business Wear Market
Suits were long considered the standard professional attire for businessmen, but the market is experiencing a decline. According to a survey on household expenditures by the Ministry of Internal Affairs and Communications, spending on men's suits was 2,429 yen per household in 2025, which is only about one-eighth of the 19,043 yen recorded in the peak year of 1991.
Stylist Rinka Miyoshi, who specializes in suits, explains that the trend towards more casual workwear began with the national Cool Biz campaign launched by the central government in 2005. At that time, businesses were encouraged to allow employees to forgo suits and ties in favor of more relaxed outfits during the warmer months. This trend accelerated due to movement restrictions during the pandemic and longer summer periods due to climate change. Casual business style focused on comfort, such as blazers paired with trousers of different colors or suits worn with t-shirts, is becoming increasingly common.
Miyoshi notes that although fewer people are wearing suits, the attire itself gains significance as an indicator of the owner's culture and dignity. She believes that events like Sebiro Sampo can attract attention as platforms for self-expression and the study of suit-wearing art.
Local Initiatives and International Experience
Kyoko Sedzima, 48, owner of the Semba Bespoke atelier in the Semba district of Osaka, organizes the 'Semba Style Walk,' where participants stroll through the city in suits. Sedzima believes that people will understand the appeal of suits once they see others enjoying them, even if interest in them is waning. Last autumn, 30 people participated for the first time in this event. After the event, one of them visited her shop to order their first custom tailoring. Sedzima expressed hope that the event would help raise interest in suits and contribute to revitalizing the district, which has historically developed as a textile center. She plans to hold the event again this autumn.
In January, Sebiro Sampo also took place in Florence as part of the official Pitti Immagine Uomo event, one of the world's largest international men's fashion fairs. Estimates suggest that around 180 people marched in suits through the city streets during this event. According to a source from the fair, the move away from suits is a widespread phenomenon. An official representative of Pitti Immagine Uomo stated that thanks to Sebiro Sampo, they managed to present the elegance of suits to the world and demonstrate the power of this attire.
Rise in Demand for Custom Tailoring
While ready-to-wear suit sales are stagnating, demand for custom-made suits is showing growth. According to Teikoku Databank Ltd., the total sales volume of seven companies listed in the index reached 356.4 billion yen in the 2024 fiscal year, matching the previous year, but operating profit grew by 6% to reach 17.7 billion yen. The Teikoku Databank report showed that while the number of suits sold is decreasing, the demand for expensive, custom-made suits is increasing.
At Aoyama Trading Co., which specializes in the Universal Language Measure brand, suits made using the 'pattern-order' system are popular. These are made based on samples but allow for adjustments, such as sleeve length. Their price is 1.7 times higher than ready-made suits. Tsubasa Matsuda, Brand Manager at Universal Language Measure, stated: 'Suits have evolved from daily 'uniforms' to 'victory attire' worn at important events, such as business negotiations. Consequently, more people seek individuality and comfort through custom suits, which simple ready-made suits cannot provide.'
