Modern menswear is becoming increasingly specialized to keep pace with the diversifying times. However, the more specialized it becomes, the more paradoxically the importance of "authentic" pieces—the "classic" and "genuine"—stands out. If you're looking for contemporary, cutting-edge "authentic" wear born from the fusion of traditional and modern heritage that transcends time, generations, and genders, there's no better place than Isetan Shinjuku Store, Men's Building 7th floor.

The times are moving towards timeless, ageless, and genderless.

The 7th floor of ISETAN MEN'S , formerly known as the "Authentic Casual" floor that brought together universal and essential sportswear and casual wear, has been boldly renovated this autumn to celebrate its 15th anniversary, becoming "Authentic Wear." In line with the essence of modern fashion, where countries, eras, genders, and styles are mashed up without borders, the floor now features an extremely contemporary layout that can be enjoyed without distinction between on and off-duty, from real vintage to authentic clothing.

Buyer Nobutomo Shibata, who is in charge of that floor, is strongly pushing the "navy blazer (navy jacket)," a quintessential authentic item, this season.

The navy blazer, depending on the size and coordination, can be styled in a traditional, modern, or even street-style way. What truly makes you appreciate its borderless and all-around appeal are brands like Brooks Brothers, the epitome of American traditional style; Engineered Garments, with its modern heritage; and Cantata, which evolves authenticity with its exceptional sense and uncompromising attention to detail—all of which are genuine "authentic" pieces.

So this time, we'd like to focus on the highlights of this floor, which has evolved into "Authentic Wear," and the "thoughts" of the buyer in charge, Nobutomo Shibata, that lie behind it.

Isetan Shinjuku Store, Men's Building 7th Floor = Buyer in charge of authentic wear, Nobutomo Shibata

"Although it was a sales floor for 'authentic casual' brands with a long history and tradition, we reorganized it in the fall of 2017 to allow customers to better experience the brand's worldview, and it was very well received by young, fashion-conscious customers. So, while maintaining the timeless and ageless concept of this floor, we re-examined what 'authentic' means in a way that feels more contemporary. We thoroughly pursued the question, 'What is truly needed now?'"

Authentic, genuine brands are rare worldwide. Based on these, we've carefully selected and added vintage and designer pieces that offer an Isetan Men's-style twist. POLO RALPH LAUREN , a timeless standard, is preppy. Therefore, Brooks Brothers , the mecca of Ivy League style and its origin, is absolutely essential. And we also want to include exceptional pieces crafted by Japanese designers and factories who understand American tradition better than the Americans themselves…


The number of brands isn't particularly large. However, we only stock products from brands that truly understand what it means to "wear clothes." This is an essential element of modern "authenticity." As a result, you'll find things from well-known brands that nobody knows about. I believe we've created a floor full of such surprises. To get people to go out of their way to visit the upper floors like the 7th floor, we needed to offer something unique and cutting-edge." (Shibata)

In fact, POLO RALPH LAUREN on the 7th floor of the men's section is exclusively selling an ultra-limited "upcycled" collection with only 32 pieces available worldwide. And next spring, they plan to offer something "nobody knows" from the well-known brand Levi's, again with an upcycled theme.

NEXT> How to wear a navy blazer, seen across a wide age range from 20s to 50s