Japanese eyewear brand BLANC.. will be holding a pop-up store at Isetan Shinjuku Store, Men's Building exclusive model with mirrored lenses will also be available.


Founded in 2012 by designer Toshiyuki Watanabe, BLANC is an eyewear brand that values both the beauty of the product and the balance with overall styling, and is produced in Sabae City, Fukui Prefecture, one of the world's leading eyewear production areas.

Having been featured on the runways of London Fashion Week twice in the past, and participating as the only eyewear brand in the "Le Japon Rive Gauche" exhibition at the prestigious Parisian department store Le Bon Marché in 2014, this brand has garnered high praise both domestically and internationally, and is currently attracting a lot of attention.





This is the third time we've held this pop-up event, and we'll be showcasing a wide range of products, from popular classic series to new items perfect for the spring/summer season. In particular, the sunglasses featuring trendy mirrored lenses are a must-see.

Designer Watanabe explains, "Originally, mirror lenses are often used in sports sunglasses because they don't allow the eyes to be seen through them. However, at BLANC, we intentionally create transparent mirror lenses that allow the eyes to be seen through them, aiming to give them a unique, fashionable effect and a sophisticated, urban look."





At the event, Isetan Shinjuku will unveil a limited-edition collection of sunglasses featuring four types of mirrored lenses, including a limited-edition color created specifically for this occasion, applied to three popular standard models and one new model. Unlike the flashy and sporty look of conventional mirrored lenses, BLANC sunglasses offer a sophisticated and relaxed impression, with their appearance changing depending on the angle.

With a wide selection of mirrored lenses and other options to give your often-simple summer outfits a more modern touch, we hope you'll find the perfect pair for you this summer.