To establish a new standard for craftsmanship in a new era, the New Life Project, which will debut in the Spring/Summer 2021 season, will hold a pop-up promotion from April 21st (Wednesday) at Isetan Shinjuku Store, Men's Building 1F Leather Goods. The lineup will include a total of 18 items, including some that will be exclusively available at Isetan Shinjuku Store, Men's Building , ranging from general bags such as tote bags and backpacks to gadget-type items that will appeal to men and market bags.

The New Life Project questions mass consumption, mass production, and mass disposal, and works with artisans to eliminate waste, inconsistency, and inefficiency, while preserving skills, creating new value, and producing environmentally conscious products. Their ultimate goal is a "circular economy," a system that recycles resources by viewing previously discarded products and raw materials as valuable assets, and they are starting with what they can do now.

This highly convenient bag, suitable for both casual and formal occasions, is meticulously designed with user-friendliness in mind. It primarily uses a blend of polyester yarn recycled from plastic bottles and Cordura nylon, making it resistant to dirt and water. Furthermore, the rope handles and length-adjusting hardware are made in collaboration with a local factory that doesn't normally manufacture bags, preserving the skills of the craftsmen.

During the event, customers who purchase New Life Project products will receive a free original mini pouch from the brand. (*)

We hope you'll take a look at the New Life Project, which embodies the producers' desire to "provide even a small opportunity for people to think about the environment through these bags."