2021 marks the 50th anniversary of Kamen Rider's birth. This anniversary year for the hero of justice that every boy has grown up with will feature various projects, including the release of limited edition figures. Among them, the most talked-about is the launch of HENSHIN by KAMEN RIDER, a fashion brand featuring works from the Heisei Kamen Rider series onward.

HENSHIN by KAMEN RIDER, a new line of Kamen Rider merchandise featuring the iconic catchphrase "Transform!", will launch this spring. Instead of child-friendly character prints, the collection graphically modifies the characters' appearances and motifs, incorporating their essence into the designs. It aims to appeal not only to adults who grew up with Kamen Rider, but also to women unfamiliar with the series and younger generations who may not even remember it, presenting it as street fashion.


Needless to say, Kamen Rider, known for its catchphrase "Henshin!" (Transform!), is a tokusatsu (special effects) superhero story in which the protagonist's appearance changes. The series' greatest appeal lies in its theme of how transformation can lead to inner change, such as believing in justice and gaining courage. This new value of "inner transformation" is what this line of street casual items focuses on.

Bandai has been developing apparel for nearly 40 years, but their products have mainly focused on "clothing education" and "role-playing elements." With HENSHIN by KAMEN RIDER, they are significantly changing their style and launching as a fashion brand. The記念すべき first release features three titles: "Kamen Rider Kuuga," "Kamen Rider Faiz," and "Kamen Rider W." The lineup includes T-shirts, hoodies, jackets, caps, socks, belts, and sneakers designed after each Kamen Rider, and is planned to be released sequentially for all 20 Heisei Kamen Riders in the future.


The collection will be unveiled on a special website from 10:00 AM on Wednesday, February 10th. To coincide with the start of sales, a pop-up event will be held at Isetan Shinjuku Store, Men's Building 1st floor promotion area from Wednesday, February 10th to Tuesday, February 16th. This is the only opportunity to actually see and try on the first collection.

With the pop-up store just around the corner, we had the opportunity to have the fashion-conscious staff of Mitsukoshi Isetan try on HENSHIN by KAMEN RIDER. Check out the latest information and items that haven't been introduced anywhere else yet, along with a coordination battle between seven "riders" with different styles.

Available at Mitsukoshi Isetan Online Store
View the HENSHIN by KAMEN RIDER product list.

Streetwear items incorporating the design themes of Kamen Rider.

The apparel collection is developed around four themes: "MARKING," "ELEMENTS," "PHOTO," and "BASIC." Even within the same Kamen Rider line, the designs are completely different depending on the line.

"MARKING"

This line pays homage to the brand's symbol, the "H logo," and incorporates the characteristics of each Kamen Rider.


Watanabe is a true street style stylist who regularly wears oversized sportswear for men.

"I have an older brother who's close in age to me, so I remember watching Kamen Rider when I was little, but to be honest, I don't have many personal memories of it. However, I feel that the collection, both in its design and silhouette, really understands the street style. Looking at the graphic on this hoodie, you wouldn't immediately recognize it as Kamen Rider, would you? It looks like modern art, and I think it's very stylish."

If you pair wide-legged denim with designer pieces and create a sporty casual look reminiscent of skateboarding, you'll have the perfect street style outfit for a mature woman.

"ELEMENTS"

The animation depicts the elements that make up Kamen Rider: decomposition and combination, transformation and deactivation, and the process of determination.


Naotozono, who has a mature aura, deliberately chose a character T-shirt. The printed T-shirt, which graphically features Kamen Rider W, is paired with skinny pants and boots.

"I usually like a sweet and spicy mix style, so I deliberately put together an outfit with contrasting styles for the top and bottom. It might have also looked cute paired with a long pleated skirt. I wondered what kind of woman would suit Kamen Rider, but I think if a mother with young children wore this, their children would be very happy."

With realistic character prints, kids can create a slightly unconventional matching parent-child outfit that will instantly make them heroes at kindergarten.

"PHOTO"

A collection that expresses the world of Kamen Rider by collaging photos of filming locations, transcending space and time.

"BASIC"

A collection of streetwear items, including T-shirts and hoodies, available throughout the year.


Sugita, who usually wears black, coordinated his outfit with a logo T-shirt, cap, and coach jacket all in black.

"You can never have too many coach jackets that can be worn in three seasons. The T-shirt has a trendy dropped shoulder design, and the length is just right."


She said she liked the balanced look when she wore the cut-and-sew top and jacket together.

"I chose XL because I like a relaxed fit for casual items. The first thing I noticed when I put it on was the high quality of the fabric and print. It's a thick cut-and-sew top, so it looks great on its own, and it's perfect for activities like skateboarding!"

The cap I chose as an accessory has a shallow crown, making it easy to wear and likely to go with any style.


Mukuda, who loved wearing Kuuga pajamas as a child, has a particularly strong attachment to Kamen Rider.

"I'm not exactly dwelling on the past, but I'm happy to be able to wear something that represents my admiration for a superhero. However, I'm at an age where character prints are a bit embarrassing. The logo design this time is cool, with a modern font. The front is plain, but there's a tab logo on the left hem and hood. I'm happy to see these subtle details. It's kind of fun to feel a sense of self-satisfaction, knowing that I'm wearing Kamen Rider without anyone around me knowing."

The "HENSHIN by KAMEN RIDER" logo is enough to lift your spirits, even if it doesn't immediately bring to mind "Kamen Rider."

We also collaborate with leading designer brands.

The first installment of this momentous collaboration project features a double collaboration with FUMITO GANRYU and ANREALAGE. By employing cutting-edge designers and bringing their interpretations of Kamen Rider to life, this project suggests that Kamen Rider resides in the hearts of everyone, from children to adults, from anime and tokusatsu fans to Paris Fashion Week designers.

FUMITIO GANRYU collaboration

Based on the keyword "transformation," Fumito Ganryu has reconstructed "Kuuga," "555 (Faiz)," and the HENSHIN logo with a low-gauge knit-like graphic reminiscent of bit drawings. This is an enlarged version of the jersey fabric used as the material. The contemporary sensibility gives it a presence that is in a class of its own compared to the pop designs of tokusatsu characters. "All the graphics have a jagged pattern, but by replacing it with a nuance like low-gauge knit, I aimed to soften it in a lovely way and create something that can actually be worn," says the designer himself. It will surely satisfy the playful spirit of adults.


Kurata, the youngest participant this time, simply wore a logo T-shirt. His own image of Kamen Rider is Agito, which is a little different from everyone else's.

"The T-shirt is oversized, and, in true Fumito Ganryu style, it has panel cuts on the sides, giving the body a nice, three-dimensional shape. With this fit, you can tell it's a well-made T-shirt even when worn alone. It seems to go well with trendy wide-leg pants, and it has a simple yet authentic street casual feel."


"The characters are reimagined in a pop graphic style, which is impactful, but surprisingly, they don't look like typical cartoon characters; they're more like modern art, aren't they? I think that people who know the characters or are around the same age will recognize them, which is similar to the feeling of street fashion where sensibilities connect among friends. The width is wide and the sleeves are long, so I think it would look cute on a girl, like a tunic."

ANREALAGE/Anrealage collaboration

ANREALAGE adopted a circular "A to Z" design as its symbol logo, reflecting the affinity between its brand logo and Kamen Rider W. This design is based on the concept of "Gaia Memory," a key gadget in the W series that programmed the Earth's memories from A to Z. The letters "H" at the top are linked to "HEAT," and "J" to "JOKER." Designer Morinaga himself has a strong attachment to Kamen Rider, and he spoke about it in an interview.

"At first glance, it's just an ordinary T-shirt, but on screen, a filter is applied, and it invites you into a completely different world. I think the essence of this collaboration lies in the fact that the T-shirt itself acts as a switch, like a Kamen Rider belt that transforms the person wearing it."


Matsuoka, who prefers styling by combining simple items with more distinctive pieces, is one of the company's top influencers, with over 10,000 followers on social media.

"When choosing a printed T-shirt to go with a suit, I prefer graphic designs with a message rather than straightforward designs like brand logos. As Mr. Morinaga mentioned, this piece, which incorporates the concepts symbolizing Kamen Rider W into its graphics, will surely lift the wearer's spirits in an internal sense as well."


Since joining the company, Ogura has been mainly in charge of the casual floor at Isetan Shinjuku Store, Men's Building She often wears pants both at work and in her free time, and prefers menswear-inspired clothing.

"This graphic has such a strong presence that you might think it's the work of some artist. However, if you simply combine simple items, the outfit tends to look boyish. So I try to balance it out by adding femininity with makeup and accessories. With this style, if you throw on an oversized navy jacket, it won't look too casual and can be worn to work, so I think it's a very useful item for both on and off duty."

Recreating the official Rider Kick design with sneakers

The signature move, "Rider Kick," even has a design on the sole of the foot according to the official setting. HENSHIN by KAMEN RIDER has released sneakers that incorporate this distinctive footprint into the outsole.

"Type KUUGA"

The features of armor and inner suits are expressed through the neoprene collar and glass leather. Paying attention to the story setting of "ruins" and "adventurer," the sneakers are finished in a trendy trekking style, utilizing ballistic nylon and nubuck.

"Type FAIZ"

The piping that runs throughout the entire sneaker and the tape sewn onto the tongue feature red reflectors, a design motif of Kamen Rider Faiz, creating a gimmick that makes them stand out in the dark. The mid-cut design combined with a high-tech sole strongly emphasizes the gadget-like feel.

"Type W"

To represent Kamen Rider W's "two in one" concept, the sneakers feature a playful gimmick where the left and right shoes combine to form a pattern. The curves of the body and the image of being wrapped in wind are expressed using Velcro tape and metallic colors.




Available at Mitsukoshi Isetan Online Store
View the HENSHIN by KAMEN RIDER product list.
Edited by: Yasuyuki Ikeda
Photograph: (C) Ishimori Pro, Toei, Mitsukoshi Isetan