Since opening its first store in Rome, Italy in 1945, Brioni has captivated gentlemen around the world with its exceptional craftsmanship. These skilled tailors, who transcend national borders and dedicate themselves to the art of tailoring, know every step of the process, from cutting to the final ironing. Brioni 's masculine silhouette and lightweight comfort are achieved through the hands of these master tailors.


"Smart Bespoke in Realtime," which will be held from Wednesday, September 14th Isetan Shinjuku Store, Men's Building 1st floor = Promotion area, will feature a master tailor coming from Italy. The craftsman will take measurements on the spot and create a pattern. A trial jacket for fitting will be tailored on the spot in about two hours.

From cutting to the final ironing, Brioni 's tailors pour all their expertise into bringing each suit to life. "Smart Bespoke" is a new take on the maison's bespoke service, a culmination of generations of garment-making tradition and advanced knowledge. We invite you to witness this magnificent demonstration by the skilled craftsmen.

A limited-time store where you can enjoy the DNA and worldview that Brioni has passed down through generations.

The Brioni Method, a unique technique, requires 220 steps to complete a single suit. The hand-sewing process is overseen by experts, and the suit is crafted with over 5,000 hand stitches. The perfect silhouette is achieved only through the dedicated collaboration between the customer and the master tailor, where individual preferences and requests are sincerely understood.

Brioni a company that explores the art of tailoring and boasts world-class techniques, offers "Smart Bespoke," where a trial jacket for fitting is made using a material "similar" to the fabric chosen by the customer. During the event, only one customer per day, one in the morning and one in the afternoon, will have their trial jacket, which normally takes two weeks to complete, finished in about two hours at the store by master tailors who have come to Japan. Being there allows you to witness the production process of your own trial jacket, a unique opportunity only available at this event.

Then, the completed half-made garment is fitted. Requests for alterations can also be communicated directly on the spot. Furthermore, using a trial jacket made from a fabric "similar" to the final product makes it easier to cut the fabric or change the design when adjusting the size during fitting.

Approximately two months after the measurements are taken, the finished product arrives in Japan for a final fitting. This bespoke service is recommended for those who couldn't find a suitable size in ready-made clothing or who were not satisfied with the design of ready-made clothing. It is a service that can only be achieved through the harmonious combination of Brioni 's history, craftsmanship, and flexible production system.

Why not take this opportunity to add a one-of-a-kind Brioni to your wardrobe?

Store image for Brioni "SMART BESPKE IN REALTIME" event, which will be held from Wednesday, September 14th.

During the event, a new Japan-fit suit model will be released exclusively at Isetan Shinjuku Store, Men's Building , ahead of the rest of the world, along with a new leather collection using high-quality leather. Furthermore, at the International Luxury section on the 4th floor Isetan Shinjuku Store, Men's Building , a promotion will be held to exclusively showcase "Paris ONE," the first collection by Justin O'Shea, who was newly appointed as Creative Director in Spring 2016, only at Isetan Shinjuku Store, Men's Building in Japan. It promises to be two weeks where visitors can fully enjoy the DNA and worldview that Brioni has continuously inherited.

Brioni 's "bespoke" tailoring is as beautiful as art. What is the allure of their tailoring?

Brioni 's tailoring skills are often described as art. How are the one-of-a-kind "Brioni suits," born from a tradition passed down through generations and advanced know-how, created? We delve into the allure of bespoke tailoring and the legacy that Brioni has cultivated.


Founded in Rome, Italy in 1945, Brioni is known as one of the world's leading menswear couture houses. Throughout its more than 70-year history, Brioni has become synonymous with excellence and high quality, offering bespoke Italian-made garments, ready-to-wear tailored garments, and expertly crafted bags, shoes, and accessories that are highly regarded worldwide.

Brioni's "bespoke" service, highly acclaimed worldwide for its exquisite sartorial wear, represents the pinnacle of Brioni 's garment-making expertise and the culmination of the brand's tailors' genuine Italian craftsmanship. This personalized service, tailored to each customer, is the pinnacle of Brioni tailoring, a process in which master tailors combine years of knowledge and experience to create the perfect suit. The resulting suit is more than just a garment; it allows for a deeper understanding and fulfillment of the customer's needs through a real-world experience, and further adapts the clothing to their lifestyle.


At the heart of a 70-year tradition are the tailors. This atelier, employing 1,000 tailors, is comprised of men and women who are behind the artistry and beauty of each individual sartorial garment, carrying on pure Italian craftsmanship. They meticulously handcraft each product, paying close attention to every detail.
Brioni 's tailors are trained at the company's tailoring school, "Scuola di Alta Sartoria," where they master the "Brioni Method." This method involves over 220 steps in making a single suit, and the tailors are intimately familiar with every step, from pattern making, cutting, and sewing pleats, to shoulder construction, expert buttonhole making, and even ironing, all of which are essential to bringing a Brioni suit to life.

Each Brioni suit is shaped and finished by 440 hands over more than 22 hours. This highly intricate craftsmanship requires 5,000 to 7,000 hand stitches to sew a single jacket, 90% of which are hidden inside the garment and not visible. This precious technique, infused into the very essence of the suit, guarantees an exceptionally elegant and comfortable garment that gently envelops the body while creating an absolutely perfect silhouette.


Furthermore, Brioni offers a wide selection of the finest fabrics for each individual customer, both seasonally and from its classic fabric collections, as part of its personalized service. The best fabric choice depends on the style the customer decides on and which fabric best fits the chosen suit shape. Of course, the majority of the fabrics are exclusive to Brioni . Reflecting seasonal trends and classic patterns and colors, the fabrics represent Brioni 's best offerings and guarantee the brand's long-standing commitment to the highest quality.

"Bespoke" is a service offered at Brioni boutiques worldwide. Master tailors provide this service to customers every season, traveling to meet their every need and spending many days somewhere in the world. This level of personalized service is one of Brioni 's ways of providing the best sartorial experience, "anytime, anywhere, and for any silhouette."

Brioni 's new collection, "Paris ONE"

New creative director Justin O'Shea and a revamped brand logo

Paying homage to Brioni 's signature hand-tailored ready-to-wear couture and emphasizing the lifestyle the brand proposes, this collection also features a revamped brand logo, sending a strong message of a true return to its roots. The newly adopted logo reinterprets the brand's heritage from the 1950s, expressing the essence of masculinity and evoking a powerful beauty, and quickly became a hot topic with its striking advertising campaign featuring the heavy metal band Metallica.

(From left)
Suit ¥588,600 Suit ¥750,600 Jacket ¥469,800 Jacket ¥453,600

With a history spanning over 70 years, Brioni , founded in Rome, Italy, reigns as a top-tier brand in the world of men's tailoring, worn by celebrities, politicians, and royalty worldwide. However, the newly unveiled "Paris One" collection goes beyond simply well-tailored and chic suits, instead employing high-quality materials without reservation to create a collection that evokes contemporary elegance.

For example, he wore a gray three-piece suit with wide peaked lapels and a single button, paired with a dragon-print tie; a velvet jacket with a beautiful silk-wool striped suit and a matching shirt and tie; and other pieces that showcased his unique details and masculine styling. He also left a strong impression with long, full-length chinchilla coats and crocodile coats that covered his entire body.

Why not experience the world of "Paris One," a collection that symbolizes a new beginning for Brioni ?

Brioni's new suit designed to flatter Japanese men is now available for pre-sale worldwide.

This event, which embodies Brioni 's worldview and showcases their exploration of hand-tailoring techniques and their world-class craftsmanship, will feature a new suit model that will be released worldwide for the first time, as well as numerous items exclusive Isetan Shinjuku Store, Men's Building .

Suit: 583,200 yen

A new model that makes Japanese people look beautiful.

This new model, launching globally ahead of other countries, is designed to flatter the modern business scene. It features a new slim-fit pattern that enhances the Japanese physique, with a higher waistline to accentuate the chest and a concave shoulder design for a more masculine look. The meticulous handcrafted tailoring provides exceptional comfort, and the exquisite proportions flatter any body type. With its classic birdseye pattern and simple design, it's perfectly suited to the traditional and disciplined Japanese business environment.

[Opening Report] Brioni store, inspired by the Colosseum, expresses the suit—the battle uniform of the man surviving in modern society.

Brioni will open a limited-time pop-up store at Isetan Shinjuku Store, Men's Building 1F = Promotion area from Wednesday, September 14th. At the venue, visitors can experience the latest world view of Brioni, including the "Smart Bespoke in Realtime" event which embodies the DNA that has been passed down through generations of Brioni , as well as items that will be available for pre-sale worldwide. The pop-up store will be open until Monday, September 26th.

During this period, a master tailor who has come from Italy will be stationed in Japan to produce the trial jackets.

"Smart Bespoke" is a new bespoke offering from the Maison, condensing the tradition and advanced knowledge of garment making that Brioni 's tailors have inherited over generations, from cutting to final ironing. For this "Smart Bespoke in Realtime" event, a master tailor will come from Italy to Japan, where craftsmen will take measurements on the spot and create patterns. This is the first time in Japan that a trial jacket for fitting will be made on the spot in about two hours.

The store, which originated in Brioni , Italy, offers a unique world view. The walls are made of plates that mimic white marble, a symbol of Roman architecture, and the arches are striking, reminiscent of the Colosseum, a symbol of the ancient Roman Empire. The three gladiators displayed in the store are inspired by the suits—the battle attire of men navigating modern society.


During the event, the store will also feature the latest wardrobe, including the world premiere of a new suit model, as well as special items such as a new series of leather goods made with high-quality leather.
The new suit models feature a newly adopted slim-fit pattern that flatters the Japanese physique, and achieve a comfortable fit through meticulous tailoring that utilizes extensive handwork. Furthermore, the briefcases and new leather goods series, crafted from high-quality calfskin that feels supple to the touch, are highly functional and user-friendly, making them practical items that stand out in today's business environment.


Furthermore, at the International Luxury section on the 4th floor Isetan Shinjuku Store, Men's Building , a promotion will be held to exclusively showcase "Paris ONE," the first collection by Justin O'Shea, who was newly appointed as Creative Director in Spring 2016, only at Isetan Shinjuku Store, Men's Building in Japan. The collection will also be available for a limited time on the Isetan online store .

We hope you will take this opportunity to fully appreciate the DNA and worldview that Brioni has continuously passed down through generations.

Some Brioni items are also available for purchase at the Isetan online store. Click here for the special page.

Brioni “Smart Bespke in Realtime”
□September 14th (Wednesday) - 26th (Monday)
□ Isetan Shinjuku Store, Men's Building 1st Floor = Promotion

■Price: From 878,040 yen ■Delivery: Approximately 2 months after the second fitting
* "Smart Bespke in Realtime" is a service limited to one person per day, one in the morning and one in the afternoon. Reservations are required, so please contact us at the address below if you are interested.

inquiry
Isetan Shinjuku Store, Men's Building 4th Floor = International Luxury / Brioni
03-3350-8766 (direct)
*Please note that we may not be able to accommodate all reservation requests. Thank you for your understanding.
*For customers who have not booked a real-time service, the trial jacket will be ready approximately two weeks after the measurements are taken.

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 4th Floor = International Luxury
03-3352-1111 (main representative)