ARIAT, a little-known American brand that boasts the world's largest market share in equestrian equipment, is making a "re-debut" this autumn with a revolutionary evolution for its lifestyle label, ARIAT Two 24 by ARIAT, which debuted in 2016. The full picture will be revealed at a limited-time pop-up store held from Wednesday, October 17th, on the first basement floor Isetan Shinjuku Store, Men's Building . We spoke with Kazuhiko Ito of Grand Fleet, who was in charge of branding and direction, about its appeal and the highlights of the pop-up store.

The cowboys favored "athleisure" British-style riding boots.

Many people may not be familiar with this brand. But don't be surprised. Ariat is a relatively new American equestrian equipment brand, founded in 1993, with only 25 years of history, yet it has rapidly grown to become the world's largest market share holder. Currently, it has the US National Team as a customer and has expanded its product line from footwear to apparel.

In 2016, this brand launched ARIAT Two 24 as a lifestyle label with a greater focus on urban use. Kazuhiko Ito of Grand Fleet, the Japanese distributor for Ariat, was entrusted with the direction of the label, given his long career and expertise in American sports brands and the footwear industry.


"The brand name comes from Secretariat, a horse beloved by the American people as the greatest racehorse of all time, and the subject of a movie. When he was autopsied after his death, it was discovered that his heart was more than twice the normal size. ARIAT Two 24 is named after the legendary record of 2 minutes and 24 seconds set by this great horse. Just like on the farm and in the riding arena, we want to offer the very best of Ariat in the city as well. That's why we focused on the best 'numbers' that represented Secretariat's peak performance."

Beth Cross, CEO of Ariat International, the company that produces Ariat shoes, was born on a farm. She questioned the lack of suitable footwear for those working there, and eventually began to create her own ideal shoe. Dissatisfied with the comfort and functionality of traditional Western boots, she initially drew inspiration from British riding boots. She then incorporated a then-innovative, high-tech insole, similar to that used in sneakers.

Shoes: ¥39,960 each

"There are quite a few conservative people who only wear certain brands or insist on leather soles, but these boots are incredibly popular with the vast majority of people who actually ride horses, who praise their comfort and functionality. Now, it's safe to say that any horse-riding athlete knows this classic brand. They have a classic look but also incorporate modern technology. They're a hybrid of various elements. I think of this as the Western boot version of 'athleisure' style."

The ambitious yet humble attitude of a young brand, and its passionate desire to create better products, are the factors driving Ariat's rapid growth and strengthening its brand power.

"What made me want to work with them was, above all, the people. American companies often prioritize business and focus on volume, but they were different. Instead of asking, 'How much are you going to buy?', they would ask, 'What do you think of this?' They have a very strong desire to take on new challenges and to create great products."

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