Please use this event as an opportunity for people to start wearing yukata or kimono themselves.

Born in Tokyo in 1982. After working as a firefighter and hotel manager, he joined Yamato Co., Ltd. in 2013. Currently, as Director and Head of Business Creation at the company, he oversees the branding and operation of Y. & SONS, THE YARD, and KIMONO by NADESHIKO. http://www.yandsons.com/

—What are your aspirations for participating in "ISETAN BONDANCE 2017"?

I've noticed a growing desire to wear kimonos and yukatas. In fact, since opening Y&SONS and "THE YARD," which challenges the traditional way of wearing kimonos, many people have purchased their first kimono or yukata.

The next thing needed is to suggest occasions. Paradoxically, I believe that one of the joys of fashion is expanded when there are certain restrictions on the time, place, and occasion. I feel very honored to be involved through Isetan in providing places where people will think, "I want to wear a yukata to this occasion."

I'm sure there are some customers who are wearing a yukata for the first time, and I would be very happy if this inspires them to create their own occasions to wear a yukata or kimono.


—What are your expectations for the collaboration between the taiko drumming group Kodo and Hilcrhyme in "BONDANCE"?

This time, we'll be performing with Kodo, the taiko drumming group, at "Odoru! Ensai Matsuri," and I had the pleasure of seeing their performance in Nagoya in May. I was amazed by the high level of perfection they displayed. Their drum line-like presentation of the taiko drums was truly breathtaking and captivating. They have a great balance of Japanese and Western styles, which is something I also see in Y&Sons. They maintain a strong core while comfortably branching out from that core to create a performance that resonates with contemporary culture.

We are deeply honored that the members of Kodo will be wearing Y&SONS yukata at the "Dancing! Enmatsuri" festival. We hope to collaborate with them again in the future, both domestically and internationally.

I also had the pleasure of seeing Hillclimb perform live in June. I was surprised by the wide range of audience members that day, and it made me realize how much they are loved across generations. I also strongly felt their love for their hometown. I believe that love for one's hometown is a very important thing.

The yukata you will be wearing today were all created by Y&Sons in collaboration with production areas throughout Japan. When we decide to create an item, we consider which production area's characteristics we can best utilize in its creation. In modern times, we don't deny that any production area has the technology to make the same thing if you wanted to, but Y&Sons wants to create things by utilizing the traditional techniques that have been rooted in each region.

It's not just about wearing things; it's about understanding the story behind their creation. What historical background and techniques were used to create the clothes you're wearing today?

At Y&SONS, we want you to wear our products along with the story behind them. Incidentally, the yukata worn by the two members of Hilcrhyme were sewn by kimono tailors in Shibata, Niigata Prefecture.


-- A message to customers participating in "BONDANCE"

When we look at the cultures of various countries around the world, we see that "clothing, food, and shelter" are all interconnected. Even today, we often eat Japanese food. We probably drink miso soup as well. As for shelter, while few people may live in a completely traditional Japanese house, I think many people have at least one room with tatami mats. But what about clothing? If Japanese clothing were to disappear, it would mean the loss of Japan's unique cultural identity. I'm sure there are some customers who will be wearing a yukata for the first time at this event. I would be delighted if this event inspires you to lightly create occasions for yourself to wear a yukata or kimono.

INFORMATION

Y&Sons Pop-up Store
□Wednesday, June 28th to Tuesday, July 11th

□ Isetan Shinjuku Store, Men's Building 1st Floor = Promotion

ISETAN BONDANCE 2017

“Dancing! Glamorous Festival”

□ July 8th (Sat) and 9th (Sun)

Doors open at 6:00 PM each day / Show starts at 6:30 PM and is scheduled to end at 9:30 PM. *Cancelled in case of rain.

□Isetan Shinjuku Main Building Rooftop
http://www.isetanguide.com/2017/bondance/

■Admission fee: 4,000 yen per day (includes drink and food tickets)
*Tickets can be used for both food and drinks.
*Admission is free for preschool children. *Entry may be restricted depending on the crowd situation.
■Dress code: Yukata ■Capacity: 600 people each day *In case of cancellation due to weather, etc. on the day, please check the Isetan website. (3pm and 5pm each day) *The event content may be canceled or changed due to unforeseen circumstances. Thank you for your understanding. *If the number of advance tickets does not reach the specified number, same-day tickets will be sold. *Please refrain from bringing in food and drinks.

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 2nd Floor = International Creators
03-3352-1111 (main representative)