ISETAN Shoe Fair 2020 - Towards a New Normal for Shoes.
2020.08.21 update

Introducing all the must-have shoe care items for this fall. | ISETAN Shoe Fair 2020


Whether you're just starting out with shoe care or want to delve deeper into it, here's a selection of key items that various companies are focusing on.

Jason Markk introduces an American-style sneaker polish.



This American-made shoe-shining chair is scheduled to be brought to the shoe exhibition. It was shipped from the United States by sea. It is the same type of chair found in American hotels and large facilities.

JASON MARKK is a widely known brand for sneaker care. At this year's shoe fair, there will be a demonstration where a professional will polish sneakers on the spot while the customer is seated in a heavy shoe-polishing chair.

Founded in the US in 2007, this chair has been part of the brand's lineup since its expansion into Japan, suggesting that this style may be deeply ingrained in the brand's DNA. The care process takes only about five minutes, but the results are dramatically different. It's definitely something you should experience at the shoe exhibition.


This kit includes the "Premium Shoe Cleaner" used in this demonstration and a synthetic fiber brush. The amount of cleaner is enough to clean approximately 100 pairs of shoes. It might be a good idea to check the amount and method of use during this demonstration before using it.

< Jason Markk > "Essential Kit" 2,200 yen View product
 □ Isetan Shinjuku Main Building 6th Floor = Event Hall "ISRTAN Shoe Fair 2020" / Isetan Shinjuku Store, Men's Building B1F = Men's Shoes


Enjoy mirror-finish polishing easily with Saphir.


<Saphir> (from left)
Mirror Gloss Carnauba Wax: 2,420 yen each
Wax softener 2,750 yen
Conditioning Cleaner 2,750 yen
Edge & Heel Restorer Kobaink 1,320 yen
□ Isetan Shinjuku Main Building 6th Floor = Event Space "ISETAN Shoe Fair 2020" / Isetan Shinjuku Store, Men's Building B1F = Men's Shoes

While it's fine to commission a shoe shiner to achieve a mirror finish, some people want to try it themselves. Saphir's "Mirror Gloss" meets this need, allowing for a faster mirror-finish. It's worth trying, along with a wax softener to soften old wax and cream.


From M. MOWBRAY: For a more comfortable life with shoes.

< M. MOWBRAY >
Protector Alpha 2,200 yen View product
 Shoehorn 6,050 yen
SANOHATA Brush, Hand-planted Goat Hair, 18,700 yen
□ Isetan Shinjuku Main Building 6th Floor = Event Hall "ISETAN Shoe Fair 2020" / Isetan Shinjuku Store, Men's Building B1F = Men's Shoes

Improving your polishing skills is good, but what's really important for making your shoes last is small daily habits. For example, brushing them after wearing them, waterproofing them on rainy days, and using a shoehorn when putting them on or taking them off. M.MOWBRAY offers items that help you put these habits into practice.

＊All prices include tax.

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