ETRO pop-up store , which opened on Wednesday, May 2nd, on the 1st floor Isetan Shinjuku Store, Men's Building , showcased all the items themed around "Indian Summer," as envisioned by ETRO 's men's creative director, Keen Etro. After closing on the opening day, a party was held for customers and media representatives.

Embark on a journey of vivid colors—Keen Etro discusses the season's theme, "Indian Summer."

ETRO pop-up store, which explores the spiritual, welcomes visitors with psychedelic frogs and two pillars inspired by the palaces of the mystical land of India. First, you'll want to enjoy the display, which skillfully expresses the worldview of the main theme, "Indian Summer."

A free original brooch will be given to anyone who purchases a jacket.

Drawn in by the psychedelic music reminiscent of the 1960s, you enter the store and are immediately struck by military-style jackets adorned with beads and embroidery on epaulets and cuffs.

The first 10 customers to purchase this exclusively at Isetan Shinjuku Store will receive a free original brooch, personally selected by Keen himself to complement the jacket and shipped directly from Italy. Each brooch is unique and one-of-a-kind, and when worn on the collar, it completes a personalized jacket just for you.

Etro brilliantly revives the paisley pattern in a spectacular display.

Among the limited-edition items, the five T-shirts designed by Keen specifically for this pop-up are exclusive to Japan and available exclusively at Isetan. All feature original prints inspired by "Indian Summer," and the designs, which mix each motif with paisley, are a must-have for fans.

Furthermore, the suit used in the window display and featured as the main visual for this campaign depicts a Kashmiri pattern, which originates from the Kashmir region of India, the birthplace of the paisley pattern. ETRO has revived this paisley pattern with its unique techniques and sense of style, and from this, various paisley patterns have been derived.

The paisley pattern, infused with Italian-inspired colors and a modern twist, appears throughout the "Indian Summer" collection. It's featured not only on clothing, but also on shoulder bags and backpacks with a bandana-like pattern combining paisley and lotus seed motifs.

Elephants, frogs, and Indian gods are depicted throughout the clothing.

This collection is full of motifs that evoke a dreamlike world like an allegory, such as elephants, frogs, and Indian gods, as well as safari jackets with mandala-style embroidery and T-shirts with bold paisley patterns made of studs, inspired by Indian maharajas. Regarding the pattern of a man and woman intertwined, which is based on the ancient Indian sex manual "Kama Sutra," Keene emphasizes, "The act of intertwining is paisley, and this figure is also paisley."

Furthermore, based on the idea that "both people and fabrics age," Keen's philosophy is reflected in the textiles as well, such as the vintage-style silk-linen and cotton fabrics. We want to directly appreciate, savor, and wear Keen Etro's creations, which are meticulously crafted down to the smallest detail like one-of-a-kind art pieces, and experience their worldview.

Related products can be found here.

View ETRO products at Mitsukoshi Isetan Luxury Online Store 'NORENNOREN'.

ETRO Pop-up Store "Indian Summer"
□ May 2nd (Wed) - 13th (Sun)
□ Isetan Shinjuku Store, Men's Building 1st Floor = Promotion

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 4th Floor = International Luxury
03-3352-1111 (main representative)