Let's enjoy Japanese clothing itself with a free spirit—Y. & SONS, a men's kimono tailor that held its first pop-up store at Isetan Shinjuku Store, Men's Building last year to great acclaim, will be returning to the promotion area on the 1st floor Isetan Shinjuku Store, Men's Building from Wednesday, June 28th. They will be proposing "free coordination that incorporates Western clothing ideas," combining traditional yukata styling with items from accessory and general goods brands.

This time, we'll be sharing outfit ideas for active summer scenes such as festivals and outdoor activities.

Even though we Japanese usually wear Western clothes, it seems strange to us to think that, for example, 100 years ago (1917), wearing traditional Japanese clothing was still commonplace. However, nowadays, the idea of "traditional Japanese clothing" seems to have a high barrier to entry in terms of how to choose and wear it, and we tend to avoid it as a special kind of attire. To overcome this hurdle, Y&Sons, a men's kimono tailor run by Yamato, a kimono shop founded in 1917, advocates that "traditional Japanese clothing can be fun if you wear it more freely."

A yukata (summer kimono) made with a functional fabric featuring a cotton/polyurethane outer layer and a polyester lining is now available.

<Y. & SONS> Yukata ¥52,920 (with obi)
*Yukata are made to order. Delivery will be approximately 3 weeks later.
*The kimono will be delivered in a Y. & SONS exclusive kimono storage box.

Last year's pop-up store featured a "Western-mix dress-up" style, combining Y&SONs' traditional Japanese clothing with hats, sneakers, sandals, and bags available at Isetan Men's. For this second summer event, in addition to that styling, they introduced a yukata with a cotton-polyurethane outer fabric and a polyester functional lining for the first time, designed to be worn more casually and in active situations. This yukata, exclusively at Isetan Shinjuku Store , features buttons at the closure to prevent it from coming undone even when the obi is loosely tied, making it a comfortable garment to wear for extended periods.


The "Isetan Men" featured this time are three store stylists and buyers from the Isetan Shinjuku Store, Men's Building 2nd floor, who purchased yukata at last year's Y&SONS pop-up store. Pay attention to how they express the yukata in their own unique way, while utilizing their current sensibilities.

NEXT≫A cool yukata look that stands alongside trendsetting Japonism brands.