As ISETAN MEN'S building prepares for its grand reopening, a succession of new brands are making their debut this spring. Each collection features the latest design work, skillfully incorporating elements that reflect the times, while simultaneously imbuing them with timeless appeal and value.

Isetan Shinjuku Store, Men's Building 2nd Floor = International Creators focuses on the "culture" behind trends and styles. They will begin carrying amachi., a next-generation brand created by a promising young designer based in Nagano.

Amachi shirt ¥49,680, T-shirt ¥22,680, Pants ¥77,760 ■ Isetan Shinjuku Store, Men's Building 2nd Floor = International Creators
*Available from Wednesday, February 27th

Amachi is a brand founded in 2016 by Yoshimoto Tenchi, a promising designer who, at just 25 years old, had gained experience as a patternmaker and brand manager at several collection brands. It is a unique brand that bases its activities deep in the mountains of Nagano Prefecture, but Yoshimoto's background is also quite unique.

Born in 1993 in Elk Valley, Northern California, a region known as a mecca of the hippie movement, to musician parents, Yoshimoto spent his childhood in the wilderness without electricity or running water. In 2000, he returned to Japan with his family and, after graduating from high school, worked in the fashion business. However, with the launch of his own brand, Amachi, he returned to the nature he had grown accustomed to. He now conducts his design activities in the mountains of Nagano Prefecture.

As expected from Yoshimoto, the collection stands out for its spiritual and organic designs and use of materials that evoke a connection with nature. Drawing on his career as a patternmaker, he makes no compromises when it comes to comfort. I can confidently say that these are one-of-a-kind items that you can only get at Amachi, no matter how wide the world may be.

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Photo: Tatsuya Ozawa
Text: Junya Hasegawa (america)

*All prices include tax.

inquiry
Isetan Shinjuku Store, Men's Building 2nd Floor = International Creators
03-3352-1111 (main representative)