Tea marketer Twinings also felt the backlash of public discontent over changes to its 180-year-old Earl Grey tea in April 2011.

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"I wear things to make myself feel good, but my style changes every day according to my mood, " muses Hidemichi Sawa, dressed in a grey waistcoat and shirtsleeves as he strolls through fashionable Daikanyama with girlfriend Chika Hamamoto.

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