Isetan Shinjuku Store, Men's Building , will have its grand opening on Saturday, March 16th, after its first remodel in 15 years. The second phase of the remodel, which began last November with the opening of the authentic wear (7th floor) and men's shoes (B1 floor), was fully revealed on Wednesday, February 27th, with the opening of the 6th floor, Men's Contemporary.


The biggest highlight of Men's Contemporary is the "Style Master" section, an editorial corner built with a new concept.

"In a word, it's an edit that focuses on people, not styles or scenes. Designers and brands who are well-versed in fashion and culture come together in one place," says Shun Watanabe, Men's Contemporary Buyer.

A "Style Master" is a "master" who has established and built their own style and spread that lifestyle throughout the world. The lineup is as follows:

COMME des GARÇONS JUNYA WATANABE MAN & COMME des GARÇONS HOMME, White Mountaineering , N.Hoolywood, HUMAN MADE® , NEIGHBORHOOD , visvim, SOPH. , adidas , STONE ISLAND .

HUMAN MADE® (top) and NEIGHBORHOOD (bottom) have newly opened on the 6th floor of Isetan Shinjuku Store, Men's Building

The mere fact that these "masters" gather in one place is exciting enough, but the real highlight is the selection of items that offer a glimpse into the designers' backgrounds and lifestyles. It's not just a display of new products; it also features things and experiences that are essential to establishing their current styles. For example , Human Made showcases NIGO®'s meticulously crafted papier-mâché figurines from Gunma, while NEIGHBORHOOD features a variety of items related to caudex plants.

"Style Up," a pop-up space that will be open for a limited time, is a concentrated collection of the essence of such "style masters." To coincide with the opening of the new men's contemporary collection, SOPH.'s anniversary label "SOPH.20" will be featured first. More details will be posted separately .

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Photo: ISETAN MEN'S net
Text: Kei Takegawa

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Isetan Shinjuku Store, Men's Building 6th Floor = Men's Contemporary
03-3352-1111 (main representative)