From Wednesday, October 13th to Tuesday, October 26th, Isetan Shinjuku Store, Men's Building 1st floor promotion will feature "SOTO and NAKA," a space showcasing high-quality lifestyle items based on the concept of "enjoying with all five senses." A variety of exclusive items and collaboration items perfect for both outdoor activities (SOTO) and home use (NAKA) will be unveiled.

Notice regarding sales on October 13th (Wed) and October 16th (Sat)

"SOTO" is curated by HOUYHNHNM, a fashion and culture web magazine that introduces hip people, things, and events. It will feature a variety of "fashion," "culture," and "lifestyle" topics from a "hip" perspective. We will introduce items that make spending time outdoors more enjoyable, such as camping gear, jackets, accessories, and LED lanterns.

Meanwhile, "NAKA" will feature collaborative items that enrich time spent at home, including clothing, accessories, and plants, centered around the lifestyle brand VITAL MATERIAL, which handles body care and home care items.

During the event, approximately 50 brands will participate, offering items that add color to your everyday life. Furthermore, from October 13th (Wednesday), some items will also be available for purchase at the Mitsukoshi Isetan online store.
Please take this opportunity to check it out.

WONTON

HYPEBEAST x Wonton Multi Pouch (S) ¥6,600, (M) ¥7,700, (L) ¥8,800

Wonton, a brand specializing in wrapping, is offering a small portion case for its products exclusively at "SOTO and NAKA." Made with lightweight and durable Dyneema material, it's perfect for outdoor activities and travel.

HALF TRACK PRODUCTS

Half Track Products' hugely popular "Non-Sleep Cushion" now features the "SOTO and NAKA" logo printed on it. Simply place a sleeping bag or down jacket inside, and it transforms into a cushion. This versatile item can be used both indoors and outdoors, and is perfect for keeping in your car.

T SPEC GEAR

This parka is a collaboration between T-Spec Gear, a brand created by stylist Kenichi Taira, and HYPEBEAST. The event logo for "SOTO and NAKA" is embroidered on the left chest, and guy lines used for tents and tarps are used for the hood drawstring. The thick fabric is also a distinctive feature.

BOTANIZE

Botanaize, with stores in Shirokane and Daikanyama in Tokyo, is credited with sparking the recent boom in caudex plants. The item created in collaboration with HYPEBEAST is a plastic pot. Planting your favorite caudex plant in it will surely make you appreciate your plants even more.
*Botanize products will be available for purchase starting October 16th (Saturday).
*Caudiciform plants will only be available for sale on October 16th (Sat) and October 17th (Sun).

VITAL MATERIAL

Vital Material was born from the desire to let people experience the plants born from nature with their senses, and offers items that condense the freshness of plants. Fully enjoying the blessings of the natural world, they are particular not only about the raw materials but also the manufacturing process.

This time, a multi-purpose spray has been created through a collaboration between HYPEBEAST and Vital Material. Use it on masks and other items to refresh your mood.

ATELIER BÉTON x PRETTY THINGS x VITAL MATERIAL

Atelier Beton considers clothing to be "tools for living" that make life more comfortable, and creates products with a fresh sensibility that complement everyday life at home. For "SOTO and NAKA," Atelier Beton has collaborated with Pretty Things and Vital Material to create a special edition of Atelier Beton's classic apron.

FiSN x VITAL MATERIAL

Fizzun, a brand that features bold and bright graphics, uses the bougainvillea of Shenzhen, China, the hometown of its founder, as its icon. This diffuser, which can be enjoyed both visually and fragrantly, contains dried bougainvillea flowers and was created through a collaboration between Fizzun and Vital Material.

PRETTY THINGS x VITAL MATERIAL

From Cafe Pretty Things, produced by Yuichi Yamamoto, who also runs Bowery Kitchen and Lotus, comes a collaboration between Pretty Things and Vital Material, featuring hand gel, diffuser bottles, and mugs. All items feature the familiar "PRETTY THINGS" logo.

►View Vital Material products at Mitsukoshi Isetan Online Store

mastermind JAPAN

The first collaboration (with Perfect Vision) is the first men's skincare product from mastermind Japan. mastermind Japan is highly popular in Japan, Europe, the Americas, and other Asian countries. Under the supervision of this brand, which boasts high quality in all of its product lines, a men's cosmetic set using the noteworthy "carbonated ingredient (skin conditioning ingredient)" will be released.

►View mastermind Japan products at Mitsukoshi Isetan Online Store