We want to create a suit that is not just stylish, but sophisticated— Isetan Shinjuku Store, Men's Building 5th floor = Business Clothing, a new domestic suit brand, the first in about 10 years, has been born through a joint development with gotairiku/Gotairiku, which proclaims itself "Japanese-made clothing for the world." NOME GOTAIRIKU , exclusive to Isetan Shinjuku Store, Men's Building which appeared on February 8th (Wed) on the 5th floor = Business Clothing, will be a challenging test case for men who seek individuality and a new style in their suits.

The brand name is derived from the word "Emon," which refers to the collar, an important part of traditional Japanese clothing.

With its slightly sloping shoulders, a shoulder line that extends a little outward, a thin and softly tailored chest area, and a rounded, soft silhouette, the suits from the new suit brand Norm Gotairiku exude an aura that makes even those who regularly wear suits feel instinctively that "this looks like it's going to be quite a challenge."

If you're looking for something more classic among the many suit brands available at Isetan Shinjuku Store, Men's Building or if you want a suit with more personality, or if you want to try a new style, then we highly recommend you try on a Norm Gotairiku suit on the 5th floor in the business clothing section.


The brand name NOME GOTAIRI comes from reading the word EMON (衣紋), which is an important part of the collar in traditional Japanese clothing, backward (NOME). Just as with the kimono, which is representative of Japanese culture, the name embodies the idea that "the collar is also important in suits."

Classic and niche. A new challenge in ready-to-wear clothing.

Norm Gotairiku is a collaboration between Gotairiku, a brand that supports Japanese businessmen, and Isetan Men's, who have come together with the goal of "creating a new Japan classic that could not be expressed with ready-made clothing." Based on Mitsukoshi Isetan's theme of "this is japan = Japaneseness," the brand concept is "BY JAPAN, FOR JAPAN, IN JAPAN," and it is committed to using domestically produced materials, from fabrics to sewing.

Left: "Classic Line" suit, 91,800 yen
Right: "Modern Line" suit, 129,600 yen

Norm Gotairik will launch with two lines: a classic line and a modern line. Of particular interest is the "classic line," which is a modern interpretation of the "English drape" suit style from the 1930s and 40s, when men's suits flourished.

With its comfortably relaxed shoulders, wide lapels, and elegant curves and beautiful shading that accentuate the bust while tapering slightly at the waist, this suit boasts a slightly longer jacket length, extended fly trousers with pleats, and suspender buttons. Moreover, despite its substantial appearance, it offers a light and soft feel, making it a true modern take on the classic.

The Isetan Men's representative described the classic line as a bold style, saying, "You can enjoy it more if you think about the essence of dressing and go all out." By pairing a pinhole shirt or tab-collar shirt with a tie featuring a pattern inspired by the archives, you can create a modern, classic, and stylish man.

A selection of brown, gray, and indigo color variations for today's fashion enthusiasts.

Furthermore, the theme colors of Norm Gotairiku, which are inspired by Japanese and modern aesthetics, are based on "Shijuhachichahyakunezumi," the refined and stylish Japanese color palette of the Edo period. It features "tea, gray, and traditional Japanese indigo (navy)," colors that people of that time, who were forbidden from extravagant spending, enjoyed by discerning subtle differences in shade.


Norm Gotairiku is a suit brand exclusively available at Isetan Men's for its debut season. Experience the exhilaration of wearing a suit and the growing affection for it the more you wear it.

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 5th Floor = Business Clothing
03-3352-1111 (main representative)