Wearing a yukata completes the "way to spend summer in the city"—traditional Japanese clothing offers the joy of "discovering a world you've never known" with a free spirit and your own preferred style. We especially want busy men who feel they've become somewhat conservative to experience and challenge themselves with Japanese tradition.

From June 29th (Friday) to July 10th (Tuesday), Y. & SONS, a men's kimono tailor with a shop next to the torii gate of Kanda Myojin Shrine in Tokyo, will be making a limited-time appearance at Isetan Shinjuku Store, Men's Building Men's Building 8th floor = Isetan Men's Residence. Manabu Adachi of the tailor says, "Yukata style can be easily enjoyed with just four items: a yukata, obi, waist cord, and geta sandals. In this concept store, we will have 40 to 50 ready-made yukata and haori jackets, so please feel free to try them on as if you were trying on a jacket and discover a new you."

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Event Information

"Y. & SONS × CHALIE VICE - How to spend summer in the city center -"

□June 29th (Friday) - July 10th (Tuesday)

□ Isetan Shinjuku Store, Men's Building 8th Floor = Isetan Men's Residence / Charlie Weiss
▶Click here for event details

There are many more ways to wear a yukata.

"Transforming an ordinary day into something extraordinary and surreal by wearing a kimono"—CHALIE VICE has been captivated by the power and charm of Y&SON's kimonos, and this theme, "How to spend summer in the city," is a condensed version of that.

The yukata collection for the 2018 season features a wide variety of styles, from plain designs that emphasize the material, such as "sashiko weave patterns" and "hand-dyed Kojiya-chijimi weave," to the "Ito Jakuchu" series, as well as borders, stripes, and windowpane patterns. The "Ito Jakuchu" series, in particular, includes bold patterns such as the grape design worn by Ms. Adachi, as well as fighting cocks, six-legged animals, and elephants.

Manabu Adachi, manager of Y. & SONS , a men's kimono tailor shop located next to the torii gate of Kanda Myojin Shrine.

At Y&Sons, our staff listens to our customers and advises them on "choosing patterns and styling that can be worn every day." We start by giving a lecture on the correct way to wear kimono, so once you get the hang of it, you won't feel embarrassed wherever you go. Also, as you gradually get used to wearing kimono, one of the joys is discovering your own way of "dressing it down." For example, you can add a street style touch by wearing sneakers or sandals instead of geta (wooden clogs), or incorporate a haori (kimono jacket) into your usual Western clothes. Enjoying kimono as a fashion accessory and expanding the range of occasions you can wear it is a major attraction.

Before wearing a kimono or yukata for the first time, you often hear people say, "Kimono are difficult to wear, I don't know how to put them on." This is because the process of wrapping a piece of cloth around the body and tying a sash is unfamiliar, so it tends to seem difficult based on imagination. However, tying a sash is actually the same feeling as tying a necktie. Just as people who have never worn a necktie before will say, "It's surprisingly easy," once they get used to it, traditional Japanese clothing will gradually become a part of their daily lives.

This time, Y&Sons' Manabu Adachi, along with Isetan Men's Net editors Keita Tashiro and Fumiya Ide, and assistant buyer Hiroaki Aoto, who was in charge of this project, will propose new ways to wear yukata.

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