What is "BRONLINE," led by producer Kazuhiko Yamato?

The BRONLINE corner shop, which opened with much fanfare on the 5th floor Isetan Shinjuku Store, Men's Building continues its impressive run. Building on this momentum, this autumn BRONLINE will be releasing collaborative models with other popular brands such as De Petrillo and Giabs Archivio. BRONLINE's Executive Producer, Kazuhiko Yamato, along with ISETAN MEN'S net Editor-in-Chief, Keita Tashiro, will discuss the full scope of their collaboration.

Kazuhiko Yamato (right), Executive Producer at BRONLINE, and Keita Tashiro (left), Editor-in-Chief of ISETAN MEN'S net.

--BRONLINE's YouTube channel, "BRCHANNEL Fashion College," is now the number one men's fashion media channel on YouTube Japan, isn't it? It boasts 120,000 subscribers. What do you think is the reason for its success?

In a nutshell , the key to Yamato's success lies in incorporating elements of variety. When dealing with high-priced products, it's natural to want to act sophisticated. However, that won't attract viewers. Yoshimasa Hoshiba (Editor-in-Chief of FORZA STYLE) is synonymous with being a cool and capable man, but at heart, he's a very frank person. It was his partner, Yuki Terada, who was able to bring out his true self. She's quick-witted and, being from Osaka, she's also good at delivering punchlines. Hoshiba seems to enjoy being teased by her, and he keeps making jokes, even when the cameras aren't rolling (laughs).

Yoshimasa Hoshiba (left), the MC of "BRCHANNEL Fashion College," and his assistant, Yuki Terada (right).

--What are the characteristics of the content?

Many of our viewers are young, successful people. Fashion for the sake of fashion is uncool. But they have a keen sense of style. That's the kind of audience we have. We express in a straightforward way the fashion that can motivate successful men.
Tashiro BRONLINE is, in a sense, a publication that doesn't pander to anyone. I've long admired their editorial policy of not imposing trends or rules.

—And so, in February 2019, this corner began on the 5th floor Isetan Shinjuku Store, Men's Building in the men's tailored clothing section.

For users who have watched Yamato content, this is the place where they can find everything they need.
Tashiro: This system, which allows customers to obtain items that previously had to be acquired by visiting the entire building, in one place, is groundbreaking even at ISETAN MEN'S building.

—I heard that the segment was created after the public recording of BRCHANNEL x ISETAN MEN'S last October, where you introduced De Petrillo.

Yamato de Petrillo is a very popular brand at BRONLINE. Our prediction that it would be a hit proved to be spot on.
Tashiro: That's a 300% increase compared to the same period last year. Even during the bubble economy, you rarely saw numbers like that. And to top it all off, an event where cameras were rolling during business hours was a rare occurrence since ISETAN MEN'S opened (laughs).

This photo shows the public recording of the BRCHANNEL x ISETAN MEN'S store event last October, which featured Benedetto de Petrillo. From left to right: MC Yoshimasa Hoshiba, buyer Tomohiro Inaba, and Benedetto de Petrillo.

—To date, more than 10 brands, including De Petrillo, have graced the corner.

Both Yamato stores are doing well, but EMMETI pop-up store also achieved results that were just as good as, if not better than, De Petrillo's. Despite opening on a Wednesday, there was a queue, and a total of about 500 orders were received (the BRONLINE exclusive model, sold at BRONLINE and ISETAN MEN'S ).

We're revealing all of this fall's exciting new releases, including a special De Petrillo collaboration model.

The first batter in Tashiro is Giabs Archivio.
With its sporty-chic style that appeals to adult Japanese men, a silhouette that looks great on most Japanese people, and an affordable price range, this brand has it all and is currently one of the most popular in Japan. We've been featuring it on BRONLINE since its first arrival in Japan.

Giabs Archivio "Giabs Gold" ¥38,880
* exclusively at Isetan Shinjuku Store

This autumn, Tashiro will finally be releasing the BRONLINE exclusive Giabs Gold.
One request we received from our repeat customers at Yamato was that they wanted to see a higher-end version of Giabs, even if it meant a higher price. Giabs Gold is crafted from luxurious materials never before used. The model is the "Tintletto" shirred pants with an elastic waistband and a matching fabric drawstring.
The Tashiro Pop-up Shop will run from Wednesday, September 4th to Tuesday, September 10th, and the public recording is scheduled for Saturday, September 7th, right in the middle of the event.

To celebrate its 10th anniversary this year, Yamato is releasing a collaborative limited-edition model featuring the names of De Petrillo, ISETAN MEN'S , and BRONLINE on the tag. One is a suit made from a lightweight cashmere-blend wide herringbone fabric, and the other is a jacket made from a slightly fashionable fabric by Fermo Hosatti, a prestigious long-established Italian company from Como.

De Petrillo suit: 181,440 yen

De Petrillo jacket: 151,200 yen

—Were the negotiations smooth as both buyers sat at the same table?

Yamato, that part went smoothly. In fact, it was more difficult when I sat down with Benny (= Benedetto de Petrillo, the owner). We had a hard time deciding on the design for this tag (laughs).
Tashiro: I think that just shows how well BRONLINE and ISETAN MEN'S are compatible. De Petrillo will be holding a public recording on Saturday, October 12th, so please look forward to it.

-- We can't just pass on EMMETI either.

Following the classic Tashiro rider jacket, a bomber-style jacket will be added to the lineup. Rider jackets have become a widely accepted item, and there is a growing demand for several rider jackets to enjoy on a rotating basis. This is a proposal to meet this demand (this item will only be available at ISETAN MEN'S ).

EMMETI Leather Rider's Jacket ¥151,200

EMMETI Down Blouson ¥149,040

—I'm also interested in these white sneakers.

C.QP sneakers "TARMAC" ¥42,000
*Prices are exclusive of tax. The consumption tax rate will change from October 1st, 2019 (Tuesday).

These days, dad sneakers are all the rage, but I wondered if adults would actually wear them. That's when I discovered C.QP. With its minimalist Scandinavian design and construction that prioritizes comfort, even though it's a sneaker, thanks to the shank, it's been selling like hotcakes ever since I introduced it.
Tashiro: We will be holding a pop-up shop here from Wednesday, October 16th to Tuesday, October 29th.

Speaking of BRONLINE, we can't forget the fragrance ACQUA DI PARMA .

ACQUA DI PARMA fragrance "Chinotto Eau de Toilette" ¥14,040
View Products

This fragrance sells hundreds of units every time it's featured on Yamato . Among them, "Chinotto" is particularly popular. It became a top-class fragrance after MC Terada (Yuki) commented on the show, "If I fell in love with a man who smelled like this, I think I'd never be able to get over him." There was a time when it was very difficult to get hold of.
The response to "Kinotto" at the Tashiro ISETAN MEN'S store was also tremendous.
Yamato 's girlfriend is generally not allowed to participate in meetings. We aim for surprises that will arise from letting her speak freely. However, she's so free-spirited that we often have to cut out her comments (laughs).

Industry uproar: The truth behind the collaboration with ISETAN MEN'S

--Finally, let me hear your thoughts, Mr. Yamato. BRONLINE is a web media and online mall that originated from BRSHOP. ISETAN MEN'S is, in a sense, a business rival, and this initiative has taken the industry by storm.


This isn't just limited to Yamato Fashion, but in this day and age, trying to be the sole winner is nonsense. We've been asking creative directors from famous select shops to write serials for us even before we called ourselves a media outlet, so for me, it's a perfectly normal approach.

──How did you end up in this world?

Yamato: I've believed the internet age was coming since I was young. I started a business while I was a student, but it wasn't really understood back then. So why did I choose fashion? It was simply because I wanted to launch a media outlet. Cars, watches, real estate—there are many worlds that men aspire to, but fashion was the one that allowed me to have frequent contact with customers. Thanks to that, I've been able to build close communication with over 100,000 affluent people. For media, being able to communicate with fans is essential in this era. I think the collaboration between BRONLINE and ISETAN MEN'S came about from that perspective as well.

Event Information

ISETAN MEN'S × BRONLINE
■ Giabs Archivio September 4th (Wed) - 10th (Tue) *7th (Sat) BRCHANNEL public recording ■ De Petrillo October 9th (Wed) - 15th (Tue) *12th (Sat) BRCHANNEL public recording ■ C.QP October 16th (Wed) - 29th (Tue)
All items are available Isetan Shinjuku Store, Men's Building 5th floor = Men's Tailored Clothing.