In the wake of the pandemic, the nature and value of fashion are undergoing a major transformation, and the trend in men's fashion is shifting from a mindset focused on others to one centered on oneself.
Amidst this, Men's Contemporary, located on the 6th floor Isetan Shinjuku Store, Men's Building , was rebranded in the spring of 2022 as a curated shop embodying the "now" of Tokyo. Approximately one year later, a pop-up shop called "TIMELESS," expressing the "timeless values = new standards" that the shop has been exploring, will appear on The Stage on the 1st floor Isetan Shinjuku Store, Men's Building .

This pop-up shop, themed "From the Past to the Future," will feature vintage traditional wear as a "reinterpreted standard" during the first week, starting January 25th (Wednesday), and modern wear as a "new standard" during the second week, starting February 1st (Wednesday). These two weeks are sure to help you discover a "new you."

January 25th (Wednesday) - January 31st (Tuesday)
Vintage traditional wear as a "reinterpreted standard"

The first week of the pop-up will feature a space curated by Archéologie Studio, showcasing vintage items and furniture from front11201, as well as curated brands from the 6th floor of Isetan Shinjuku Store, Men's Building . A collection of timeless vintage and traditional wear will be gathered here.

February 1st (Wednesday) - February 7th (Tuesday)
Modernware as a "new standard"

From the second week, OUAT , based in Nakameguro, will take the stage. During the event, they will be showcasing their original "008" collection, as well as offering exclusive items in collaboration with Omar Afridi .

Now in its eighth season, "008" proposes OUAT 's office wear based on the concept of "META META CONSERVATIVE," which reinterprets "007" from an even more meta perspective. The collection will feature main pieces made from heavy cotton twill, military jackets made from thick, soft nylon twill, and the "OFFICE BAG," which will be available in a new black color.

Furthermore, for this event, Sabukaru Online has created an editorial that reinterprets OUAT using the latest "008" and archive models. At the venue, the visual boards of the editorial will be on display, and limited quantities of Sabukaru Online's original product, the "Sabukaru NylonTech Cap," as well as long-sleeved T-shirts created in collaboration with Tokyo-based illustrators Johnny Terror and Yamepi, will be available for purchase.

Furthermore, the venue will be reselling Omar Afridi 's "PLEATED LEATHER HOODIE," which sold out instantly in the Fall/Winter 2022 collection, and will also be releasing a German cord version of the same hoodie used in their first collaboration with OUAT , exclusively for this event.