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Velva Sheen is a brand that can trace its Queen City roots back to 1932. The brand disappeared for a little bit. But now... It's baaaack! You can pick it up at Article. / Image courtesy of Article Menswear
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This Classic Cincinnati Brand Has Finally Returned

Cincy.

Our city's history is a dashing (though sometimes subtle) weave of creativity, industry, inspiration, and dogged perseverance. & One of the most energizing aspects of living in the Queen City right now is...

Well, it's the fact that pretty much everybody knows all that.

Not only do they know it, they love it. & That pride brings all of those elements -- the rootedness, the vision, the artistry -- rushing right back to the surface.

For today's tale of how Cincinnati's past is activating its present and future, we turn to the city's fashion scene. Enjoy.

GUEST POST:

Anthony Graziani, owner of the one & only Article

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This is the story of a classic Cincinnati clothing brand so iconic to the Japanese -- a culture fascinated with the lore and materiality of American vintage -- that they're spending vast efforts to revive it as the gold standard in sportswear.

Velva Sheen, manufactured in Cincinnati and dating back to 1932, found its heyday as a pioneer in licensed and custom apparel printing. After changing hands in the mid '90s, Cincinnati's own sportswear company was ultimately lost amidst receding economic tides.

Enter Hide Murase and the Topwin company. Hide and Topwin's passion for American heritage brands has given Velva Sheen new life after recently purchasing the rights to the brand. What's great about Hide and his company is their undying respect for the Cincinnati original. Even though the pieces are manufactured at Topwin's facility in California, they've made a point of paying homage to the brand's roots by recreating the original tags, packaging, and production style. "Cincinnati, OH, MADE IN USA" is proudly displayed on the same tags you would've found back in the day, and Hide oversees manufacturing, strictly adhering to the garment's original tubular knit construction.

Article Menswear is extremely proud to be the exclusive regional carrier of this legendary Cincinnati heritage brand. The t-shirts, sweatshirts, henleys, and hoodies we know and love from the brand with over half a century of history, have been lovingly revived by Japanese expertise dedicated to preserving Velva Sheen's integrity, and we couldn't be more excited to bring these iconic pieces back to their birthplace.

Over the years, as Article has grown, one thing we've learned is that if you want to know what's good (I'm talking really really good) then you should look at what's happening in Japan. Our friends in places like Kojima, Harajuku, and Ginza are absolutely killing it in terms of the quality of material, level of craftsmanship, unique and innovative fabrics and, most importantly, the preservation of American heritage.

I recently hung out at Cincinnati's Mercantile Library, a badass old-school membership library (think towering stacks of leather-bound books, hardwood floors, and Harris tweed), to record a podcast for the 12th Story discussing W. David Marx's book, Ametora: How Japan Saved American Style. If you haven't read the book, I highly recommend it, but his thesis is that Japanese fashion houses and publications were, in many ways, responsible for archiving, reviving, and even improving on some of the most important American menswear brands and styles.

What began as a fascination with an idealized version of "Ivy League" style in the early sixties morphed and spread into a national obsession with authentic, high quality threads, eventually positioned Japan at the center of the menswear universe. Today, Japanese craftsmen and designers produce some of the highest quality and most interesting clothing in the world. It's exciting to see this dedication come full-circle to Cincinnati.

If you've ever seen that iconic black vintage tee featuring Mickey Mouse in shades lounging on thick neon letters spelling out FLORIDA, then you know Velva Sheen. Even though they specialized in college and sports team apparel, some of their most iconic and best-selling designs could be classified as the classic "Souvenir" tee. I reached out to one of Article's spiritual advisors and Cincinnati's encyclopedic authority on all things vintage, Matty Joy, and asked him to attempt to explain Velva Sheen's mystique.

Here's what Matt had to say: "I've been collecting vintage clothing for most of my life. I remember the first hand-me-down. It was my grandpa's original Velva Sheen pocket tee. I always look for their tags when I go picking. A ton of vintage college and high school t-shirts and sweatshirts were made by Velva Sheen, right in Cincinnati. When I heard about the revival, I was trepidatious at first. You know, a lot of companies will buy the rights to a brand and then figure out how to manufacture the pieces so they'll self-destruct after four washes. But these guys are doing it right, preserving every detail, right down to the original plastic packaging and bringing back the multiple tag designs. They've reverse engineered the shirts to create something that's going to last fifty years. I'm excited to see people in Cincinnati learn about a company with such a big history here and I'm excited to get my hands on the new version, so I can pass it down one day."

Listening to Matty talk about what this means to him, reminds me of Article's mission. We didn't just want to open a cool shop with cool clothes -- we exist so that we might add a chapter to our city's narrative. Cincinnati is an incredible place with a history of people making incredible things. This weekend, we celebrate that history.

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Article hosted Velva Sheen's homecoming launch party (sponsored by Hudepohl) on Saturday, March 12.

Want to find out more? Visit the store's blog, The Archive.
Want to stay up on Article's latest doings? Swing by www.ArticleMenswear.com.

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