The theme of the "Only MI Spring Campaign," which starts on Wednesday, March 7th, is "ONE OF A KIND." During the campaign, unique, one-of-a-kind items will be featured on each floor Isetan Shinjuku Store, Men's Building , with presentations of the thoughts and processes behind each item. Shibata, the buyer in charge of authentic casual wear on the 7th floor of Isetan Shinjuku Store, Men's Building said, "If we take 'ONE OF A KIND' literally, it's the complete opposite of the mass production and mass consumption that has driven up the fashion business. However, the 7th floor, which is based on traditional styles, has many fans who appreciate 'small differences make a big difference,' so I'm sure they will be delighted with this project." Shibata then introduced his "best one-of-a-kind item."

Isetan Shinjuku Store, Men's Building 7th Floor = Authentic Casual Buyer: Nobutomo Shibata

In the context of accelerating globalization and the increasing homogenization of the world, not just in fashion, there is a growing trend among both creators and consumers to value individuality. When considering luxury (wealth) in this new era, the theme of this discussion, "ONE OF A KIND," is about a seamless connection between creators and consumers, where individuals empathize with each other or co-create together.

In today's world, the enjoyment of customizing and personalizing various items as "things with unique value" has already become a global movement and an important keyword in the fashion world. Now, with creators and users directly connected, and new businesses being created through remaking, rebuilding, reusing, and recycling, Isetan Men's will present the possibility of "resonance, empathy, and co-creation" by utilizing its artisan, craft, and classic content.

Categorizing "ONE OF A KIND" into three categories

Department stores still enjoy loyal customers for their premium categories, such as "kimono, jewelry, and art." Observing how they interact with their customers, it's clear that it all comes down to how well they can satisfy each individual customer. Offering carefully selected items backed by reliable traceability and expert curation—that's truly "ONE OF A KIND."

Based on that, when interpreting this "ONE OF A KIND" project, three keywords emerged: "artisanal," "creation," and "rarity." On the 7th floor, we will express these three words through our products.

We've started handling NEXT rarity = vintage items.