Continuing from the first part , buyer Shibata and sales manager Ota discuss the " 7th Floor = Authentic Wear" that will open this fall. As they plan the further evolution of the floor, the biggest challenge they identified was "how to bring out the charm of traditional style." These two share what they want to express with the evolved 7th floor and their message to customers.

---

---

What do the two want to express with the evolved 7th floor = authentic wear ?

The term "authentic," used as a general term for Ota Floor, is understood to mean universal, unchanging, genuine, and traditional, but conversely, it tends to be associated with an archival, old-fashioned image. However, for me, it also includes a contemporary element in the sense that "you can wear it forever if you change how you style it." I want to dispel that image with " authentic wear."

Shibata : The reason I want to promote authentic styles now is that the products we carry on the 7th floor can be made to look modern depending on how you wear them, how you polish them, and how you choose the right size.
I think everyone has passed through America at some point, but as Ota says, now both the creators and customers are getting younger, and having incorporated various styles such as American casual, high fashion, and classic, they have created a "mixed traditional = authentic" style. The tastes are definitely mixed, and everyone has the ability to read the various stories embedded not only in the design but also in the details and materials.


Ota: In particular, from the perspective of dress clothing trends, it's clear from what we've seen at Pitti Uomo that menswear is returning to its roots, moving away from tight, short styling to more relaxed fittings that emphasize draping and the revival of classic details. There's also a clear shift in how people are dressing.
Unlike in the past, fashion is no longer limited to "styling from just one country," such as America, Italy, or Britain. The focus of fashionistas worldwide is now on how to mix and match different styles. That's why I felt there was a need for a place that could express "an authentic taste mix that only Japan can do," while staying in line with global trends. Gathering essential and authentic items and mixing them to propose cool styles is something that can only be done here at Isetan Men's, and it's very much in the spirit of Tokyo.

Shibata: Indeed, when you get to the heart of what's truly authentic, it's not just sportswear—casual—that's important, but dress clothing as well. The 7th floor has always been a floor with many "exceptional items for connoisseurs," but from now on, how you wear them—your style—will be the key.
The dress design perfectly matches Ms. Ota's career, tastes, and preferences, making it a missing piece on the 7th floor. Although our roles as buyer and sales manager are different, we want to leverage each other's strengths while adding a perspective that is closer to the customer's sensibilities and meets Ms. Ota's discerning eye.

Page 2: A space to express "how to deviate from the rules of authenticity."