2nd

2nd (セカンド) is a long-running Japanese men's style magazine built around what it calls 'American trad' -- navy blazers, button-down oxford shirts, penny loafers -- read through the lens of vintage Americana and workwear culture rather than conventional prep. Aimed at men in their thirties and forties, it built a reputation over more than a decade as one of the two or three Japanese titles serious heritage-clothing and denim collectors actually trust, alongside its stablemate Lightning. In March 2018, its then-publisher, Ei Publishing, announced it would cease print publication with the May issue after an 11-year run and roughly 75,000 in circulation, citing a shift to digital; industry press reported the title returned to print within about a month under renewed backing. A dedicated spin-off mook, Bessatsu 2nd (Separate Volume 2nd), continues to run parallel deep dives into sneakers, leather shoes and denim specifically. The magazine's signature editorial device is 'denim trad' -- folding a fabric coded as rugged American workwear into the vocabulary of Ivy and trad dressing, styling raw denim against blazers and loafers rather than against other workwear. It remains in active circulation today, now issued under a different publishing imprint, with new issues still reaching Japanese newsstands and specialty import shelves internationally.