Uniqlo.com to the Rescue of Middle America

Photograph by Thomas Linkel/laif/Redux

Uniqlo, the Japanese clothes giant, launched an online shopping site in the U.S. this week. This may not seem like important news to many, but to a certain American consumer—think very well-dressed, without much money, and living between the coasts—it is like a food drop from a Marshall Plan plane in 1940s Berlin. $9.90 slim jeans and $79.90 cashmere sweaters in wearable solids are no longer the special privilege of New Yorkers and Los Angelenos, who, let’s face it, probably didn’t really need more slim-cut cheap clothes anyway. The only people who might be disappointed are the ones who used to pick up cash making runs to the coastal stores and sending the loot to Uniqlo fanatics in the middle states.

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