From Wednesday, May 15th to Tuesday, June 6th, Isetan Shinjuku Store, Men's Building is directing each floor under the theme of "Power of Craft." It is focusing on the warmth and delicacy of handcrafted items, such as indigenous and exotic cultures and the creation of new value through remade products. The highlight of this theme is the pop-up shop of SEW UP, a brand that remakes T-shirts and military items.

T-shirts with a vintage fabric panel that runs straight down the back to the sleeves are beloved by discerning fashion lovers. These are products that truly deserve to be described as "known only to those in the know," and they are released to the world in small quantities but with undeniable quality. This time, we spoke with Hirozumi Miura, chief buyer at "Stadium" and the mastermind behind the brand, and Yosuke Taguchi, director at "Sota Japan," about this pop-up shop.

Hirozumi Miura (left), Chief Buyer at "Stadium," and Yosuke Taguchi (right), Director at "Sota Japan."

—This is the fourth season of "SEW UP," but how did it start?

Miura (honorifics omitted below): "As the audience at 'Stadium' has become increasingly fresh, we felt happy about that, but we also wanted to cherish the customers who support the 'good old' items. We were talking about it and wondering if there was anything we could do."

Taguchi : "We've been experiencing similar challenges at 'SOTA JAPAN.' We want to maintain a high-fashion feel, but it's hard to find a brand that's just right. We need something that incorporates current street style and trends, but that doesn't look 'overdone' when worn by people in their 30s and 40s. Something that's rooted in the identity of our store, and by extension, the identity of street fashion, but that adults can wear casually. We felt that we needed items like that, and it's gradually taken shape."

Miura : "I have great respect for fashion designers. That's why I chose the method of remaking rather than creating something from scratch. However, I made sure to incorporate a modern feel in terms of sizing and the materials I used."

—With celebrities overseas wearing Coozy sweaters and all, there's a strong 90s revival trend these days, isn't there?

Taguchi: "I think it would be fine for younger people, but for our generation, it's a high hurdle to wear it as is. You probably can't wear a Coozy sweater to pick up your child from kindergarten, right? (laughs) I think everyone has various social responsibilities they're carrying."

Miura: "When I thought about it that way, I thought a T-shirt would be easy for people to pick up. From the front, it looks like a plain T-shirt. But on the back, you can still feel the essence of familiar fashion. That's the kind of item I aimed for."

NEXT≫Remaking it will give it rarity.