With the rainy season over and temperatures rising, and UV rays becoming stronger, eyewear that's convenient for short outings or walks is gathered in abundance on the first floor of ISETAN MEN'S . In addition, the latest features include "photochromic lenses" that instantly change color when you go outside, and "anti-fog lenses" that are less likely to fog up even when wearing a mask during the COVID-19 pandemic. This time, we are featuring brands such as <TOMFORD>, <MONCLER LUNETTES>, and <DIGNAclassic> in our promotions, and <DITA> will be featured on the 6th floor and <999.9> on the 8th floor in our seasonal goods promotion space. We invite you to experience the collection and features all gathered in one place.

Less likely to fog up even when wearing a mask!

During the COVID-19 pandemic, some people who previously wore eyewear during the summer season may have stopped wearing it because "it fogs up." Also, for those who regularly wear eyewear, most commercially available anti-fog products are liquid-based, requiring a liquid to be applied to the lens surface to reduce fogging. But now, we have a welcome feature for customers who have experienced these hassles and problems: "anti-fog lenses."

The anti-fog lenses feature a newly developed special coating called "Amazing Coat," which creates a film of moisture on the lens surface, suppressing light scattering and maintaining a clear field of vision. This prevents fogging not only when wearing a mask, but also when going outside from an air-conditioned room in the summer, or when riding a train outdoors, eliminating the need to remove and wipe your eyewear.


Furthermore, care is as simple as blowing on the lens surface and wiping it with the included "anti-fog lens cleaning cloth." Even amidst the pandemic, we hope you'll make good use of its features and enjoy it as a fashion item.

Photochromic lenses that change in 30 seconds! Experience them in our demonstration space!

The most noteworthy new feature is the "photochromic lens." This revolutionary lens reacts to UV light when you go outside, changing color in just 30 seconds. Those who previously had to switch between sunglasses outdoors and eyewear indoors can now achieve this with just one pair. It cuts UV and blue light both indoors and outdoors, providing a comfortable lifestyle in the age of COVID-19. It's also smart to keep wearing them even when entering restaurants. The lineup includes a total of six colors, including gray, brown, and sapphire blue.

During the promotion from August 19th (Wed) to September 1st (Tue), there will be a space where you can experience the color changes firsthand. Also, non-prescription photochromic lenses can be picked up on the same day during this period.

Many new and pre-release items are now available!

To coincide with this promotion, the Mitsukoshi Isetan online store will feature more Tom Ford products, and the stores will be showcasing the latest models that will be released this fall.




Stylish and easy-to-wear soft square-shaped sunglasses. This new model features a sophisticated combination of temples and titanium metal temples, and is made in Japan.



Digna Classic is a brand making its debut on Wednesday, August 19th. It faithfully reproduces the classic Boston style with a keyhole bridge featuring a "tenkaku" (angular top) design. The texture is further enhanced by patterned temple cores and riveted hinges with 10k gold finishes.

Additionally, the venue will offer an increased selection of light-colored lenses, reflecting current trends. These eight types of lenses, available for immediate pickup during this period, will be the same as the non-prescription photochromic lenses.

This is a rare opportunity to see a wide selection of items, including eyewear from DITA and 4Nines, gathered on the 1st floor Isetan Shinjuku Store, Men's Building . Items are also available online, so you can check beforehand before visiting! Take this opportunity to find the perfect new eyewear for you, ready to wear today.



View all men's sunglasses at the Mitsukoshi Isetan online store.
View the Tom Ford product list at the Mitsukoshi Isetan online store.
View the DITA product list at the Mitsukoshi Isetan Online Store.