In a world saturated by fleeting web trends and the endless scroll of social media, a subculture from Tokyo continues to fascinate aesthetes around the world: “City Boy” culture.
Championed by iconic publications such as the Japanese magazine Popeye, this philosophy is about more than simply how you dress. It’s a true art of living that brings together a love of beautiful objects, cultural curiosity, and a passion for independent print media.
At Bon Oeil, we explore this culture, where paper is once again an object of desire and everyday inspiration. Here’s a closer look at a phenomenon reinventing contemporary lifestyle.
Where did the “City Boy” movement come from?
The term City Boy emerged in Japan in the late 1970s, championed by the legendary magazine Popeye (founded in 1976). The magazine’s original subtitle set the tone from the outset: “Magazine for City Boys”.
Originally, the idea was to introduce Tokyo’s urban youth to American subcultures: the Ivy League style of East Coast universities, California skate culture, the great outdoors, jazz, and functional design.
But over the decades, and particularly under the direction of creative figures such as Takahiro Kinoshita in the early 2010s, City Boy style evolved into a distinctive international aesthetic.
City Boy aesthetics: where comfort meets high standards
Far removed from ostentatious fashion, City Boy style is built on simple yet remarkably precise principles:
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A timeless, comfortable wardrobe: Relaxed fits, quality fabrics (heavy cotton, wool, raw denim), classic sneakers or loafers, all subtly layered.
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An eye for detail: Nothing is left to chance, whether it’s the quality of a trouser crease, the choice of a pen, or the paper stock of a notebook.
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Multidisciplinary curiosity: A true City Boy is as interested in menswear as in interior architecture, local cuisine, vintage furniture, and analog music.
Print magazines as a cornerstone of the lifestyle
Why does Japanese lifestyle culture place such importance on print magazines? Because in the City Boy world, a magazine is not just a source of information; it’s a collectible object.
Titles such as Popeye, Brutus, and Casa Brutus do more than simply list trends. They offer thoroughly researched, topic-focused guides:
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An entire issue devoted to the best thrift stores in New York or Paris,
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An in-depth feature on the architecture of neighborhood cafés in Tokyo,
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An illustrated guide to choosing the right socks or arranging your bookshelf.
Every page is conceived as a work of art direction: carefully chosen typefaces, dense and inspiring layouts, tangible photographs. Owning and leafing through these magazines is an integral part of the ritual.
How can you embrace the City Boy spirit in everyday life?
You don’t need to live in Shibuya to bring this philosophy into your everyday life. Here are a few simple principles:
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Slow down and disconnect: Take the time to open a beautiful print magazine with a coffee, away from your screens.
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Choose quality over quantity: Surround yourself with well-designed objects built to last.
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Feed your curiosity: Take an interest in the stories behind what you consume—the history of a designer, a printer’s craft, or the world of an independent label.
Discover our lifestyle & magazine selection at Bon Oeil
At bon oeil, we curate independent journals and magazines from around the world for those who appreciate beautiful paper, exceptional design, and urban culture.
Looking to feed your curiosity? Explore our selection of independent and imported magazines available individually or by subscription.