"What we particularly focused on were themes like 'permanent' and 'artisan,' which are also key themes for the Spring/Summer collection at Isetan Shinjuku Store, Men's Building . ISETAN MEN'S always sources the best from all over the world, but at its core is a desire to convey things that have soul, things that are made without compromise. For example, clothing that has meaning because it is hand-made by craftsmen. There are many factories that do things by hand simply because they haven't invested in equipment. We want to introduce clothing that embodies the pride of craftsmen who don't use sewing machines, precisely because there is meaning in sewing by hand."

Liverano jacket ¥432,000, BORRIELLO shirt ¥38,880, SEVEN FOLD tie ¥30,240

Yamaura's passion is evident in his buying. Last autumn, he sourced ready-made clothing from the renowned Florence tailor, Liverano Liverano. The owner, Antonio, is a leading figure in the Italian tailoring world, known as a maestro. His unique patterns are considered one-of-a-kind and are kept strictly within the family, making them the object of admiration for well-dressed individuals worldwide. Bringing these suits, which are meaningful only when fully hand-tailored, to Japan involved immense effort in the buying process. Furthermore, he has deep feelings for the new makers who will be appearing at ISETAN MEN'S this season.

Simon Godard pocket square: 8,100 yen

"In France, there's a famous handkerchief and pocket square manufacturer called Simon Godard. It's a long-established company founded in the 18th century, but the edges of all their pocket squares are hand-stitched. They use only the finest materials, have a history of over 200 years, and are a top manufacturer worldwide, yet they stubbornly stick to hand-stitching the edges instead of using efficiency measures. This is because it creates a beautiful drape and a soft appearance."

The store's design, aimed at delivering authentic products, also incorporates unprecedented approaches. The 5th floor of Isetan Shinjuku Store, Men's Building , has been renamed Men's Tailored Clothing, and a new closed salon space, tentatively titled "il Barbiere," designed by Yamaura, has been created. It features a long counter and a VIP dressing room at the back of the fitting rooms. A movable wall allows for semi-private spaces to be created in about a third of the floor, making it possible to hold cocktail parties for customers after trunk shows.


"We want to create a place where we can deepen our relationship with discerning customers Isetan Shinjuku Store, Men's Building . In this age where you can easily buy things online, we want to create a place where men can talk while carefully examining products. We want to provide the best products and the best experience for customers who are looking for truly good things. To achieve that, we believe it must be a place that is worth making the effort to visit."

NEXT A truly unparalleled permanent order in the world