--A cutting-edge Japanese duo presents the future of fashion as a "community" in "THE MOMENTS"

Under the theme of "Incubation for the future ~An experiment to create the future~," Isetan, the fashion capital, is putting its reputation on the line to capture the present moment and create the future by transcending genres such as fashion, art, and music. The latest project of this much-talked-about initiative, "THE MOMENTS," will finally begin on Wednesday, August 30th at Isetan Shinjuku Store, Men's Building, 1st Floor, The Stage .
This time, we're featuring Omar Afridi , a London-based brand whose popularity is rapidly rising in Japan. It's a noteworthy British brand recommended by the Men's Contemporary section on the 6th floor Isetan Shinjuku Store, Men's Building .
We visited the key figures in the Japanese design duo, Tenso Ichimori and Jun Kikuta, and spoke with them about the brand's current position, future prospects, and the diverse content that will be showcased in "THE MOMENTS," including the latest collection.

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Regarding in-store sales on Wednesday, August 30th

The fusion of contrasting elements creates a "pleasant sense of incongruity."

Omar Afridi is a unique British brand designed by a Japanese duo. In 2017, Omar Afridi, the founder of the brand who hails from Afghanistan, selected Hayate Ichimori, who studied fashion design at Musashino Art University, to be the designer for the brand's predecessor, Leonburgh. Later, Jun Kikuta, a close friend of Ichimori's since their student days, joined the team. As they jointly proceeded with the rebranding, the brand name was also changed to Omar's own name. It's still fresh in our memories that they held their first show as a brand at London Fashion Week in February of this year, which generated a lot of buzz.

Tenha Ichimori (hereinafter, Ichimori): "This is my fifth year as Omar Afridi . In the Spring/Summer 2024 collection, I
This is our first season, but (excluding our predecessor, Leonborough) I had never worked on the "creation side" before. Although I had made pieces for assignments when I was a student, creating a collection was a different story. The brand was established, and our debut at London Fashion Week was scheduled for two months later, so I hurriedly put together our first collection.
Both Kikuta and I were initially just focused on getting the collection into shape. For the first few seasons, we just went for it on sheer momentum, and gradually, as the seasons went by, we repeatedly confirmed 'what we really wanted to express.'"


Omar Afridi 's collections, which use "primitive mode" as their unique design code, are characterized by a style that skillfully blends contrasting elements, such as technical materials with artisanal techniques, or traditional materials with technical details. In some cases, this is self-contained within the product, such as combining tweed fabric with the brand's signature snap buttons.

However, in the Fall/Winter 2023 collection, themed "Primitive Tech," the mood strongly reflects this mixture of contrasting elements, including styling suggestions such as pairing outerwear made of classical materials with hoodies made of tech materials.


Ichimori: "The inspiration for 'Primitive Tech' came from my experience at an outdoor techno festival. At techno events, most people are dressed in sporty, tech-related attire. But there was one woman who was dancing energetically in a natural style, wearing an organic-looking cotton shirt, a turban, and sandals. I was really drawn to that kind of 'discrepancy' in the overall atmosphere, that little bit of noise."

The fusion of classic and contemporary elements created through products, style, mood, and overall worldview—this striking, counter-intuitive "comfortable sense of incongruity"—is arguably the unique charm of Omar Afridi .

A community that symbolizes Omar Afridi 's creations and worldview.

This time, Isetan Men's has finally chosen Omar Afridi as the featured brand for their store-wide event, "THE MONENTS."

Isetan Men's requested that they hold a pop-up shop at "THE MOMENTS" to convey Omar Afridi 's "worldview," and their response was to express the "community" that is an extension of Omar Afridi 's creations.

Jun Kikuta (hereinafter, Kikuta): "When we wanted to establish our own unique style in clothing design, we started thinking about how we could expand our connections with others, using our creations as a foundation, and what kind of community we could build to connect with people all over the world. This 'community' has become our keyword recently."


Popular stylist Keita Inozuka, who heads the project "K8.0," photographer Ryota Ishii, a member of the creative unit "Sound Sports" and a close friend of Inozuka, and creative director and product/space designer Haruma Yanagisawa of "Formula" have all joined forces as collaborators. Furthermore, renowned creators such as Lee Si-sang and Oh Hyun-seok, based in Korea, have gathered to help make "THE MOMENTS" a success as members of the same community as Omar Afridi .

This pop-up store, featuring the latest Fall/Winter 2023 collection, along with exclusive items and furniture collections available only at this venue, is a true embodiment of Omar Afridi 's worldview. It can be described as a "community" in itself, where people strive to envision the future together.

Kikuta: "I first met Mr. Inozuka when I was still working at a vintage clothing store in Tokyo. After talking a few times, I found out that he knew about a brand called Korekiyo, which I had only produced for one season as part of my portfolio for studying abroad... I was amazed that he knew about such a minor brand that I had only ever shown on my personal Instagram. I wondered what kind of research skills he had. We've been good friends ever since, and he's agreed to create special visuals for this event. I've also collaborated with Mr. Inozuka on some bespoke items."


Apparently, the exclusive items under the name Omar Afridi x K8.0, created in collaboration with Inozuka, are inspired by a set of kung fu shirt and kung fu pants.

Kikuta: "When we were talking about what we're both interested in right now, Inozuka-san mentioned he's really into kung fu (laughs). We thought a stand-collar shirt and pants that can be worn individually or as a set would be really cool because the silhouette is kung fu-like. So we thoroughly researched kung fu attire and pursued the best possible length for the shirt, the width of the pants, and the tension of the fabric."



Omar Afridi community, which has spread across the globe, consists of highly individualistic and edgy creators. Despite their extremely busy schedules, they readily accepted the collaboration request, saying, "Anything for Omar!" The three-dimensional and profound "worldview" that unfolds around Omar Afridi 's latest collection, consisting of furniture, videos, and bespoke and selected items, can be said to represent one possible future for fashion brands.

Kikuta: "This time, my long-held wish has finally come true, and I'm so happy to be able to work with people I love. I'm happy, but it's also incredibly 'tough.' Especially with overseas, the remote communication has been surprisingly difficult... But I'm really looking forward to everyone's things coming together in the same space at the end."

Expectations for Isetan and "THE MOMENTS," and future visions.

Omar Afridi has already established an unshakeable popularity in men's contemporary fashion, but the "THE MOMENTS" pop-up store at The Stage on the 1st floor Isetan Shinjuku Store, Men's Building will undoubtedly attract an unprecedented level of attention and visitor numbers.

Kikuta: "When you talk about Isetan, it's a name everyone knows, even those who attend exhibitions overseas. It has the charm of the Shinjuku area, and I think it's truly a showcase that represents the 'face' of Japan."

Ichimori: "As people who love alcohol, when you ask us what comes to mind when we think of 'department store basements,' Isetan is the first place that comes to mind (laughs)."

Kikuta: "Absolutely (laughs). He's particularly outstanding in the fashion field, and the venue for this pop-up is a special space that has featured many prestigious top brands. There seem to be many people who are exceptionally wealthy, so I'm really looking forward to meeting people we don't usually get to meet, people who aren't familiar with Omar Afridi ."

Ichimori: "During the exhibition, there are days when I get to stand in the store, and just being able to talk to people we wouldn't normally have the opportunity to interact with is something I'm very grateful for. What makes me happiest is that they've provided a 'space' to express Omar Afridi and connect with more people."


Omar Afridi will meet new customers at Isetan and greatly inspire them. But at the same time, Isetan will also feel the spirit of next-generation fashion that transcends genres through Omar Afridi 's innovative expression, and will meet new customers and young fashionistas. "THE MOMENTS" is such an experimental and innovative event.

Ichimori: "We don't want to be just another 'fashion brand' that releases new clothes every season. If we just repeat the same thing over and over, we'll lose our freshness. What we value most is community, and what's important is who we get to know through clothes and what we can do by having a space together."

Kikuta: "At the beginning of next year, we plan to open our first flagship store and atelier in East London. Of course, we will be selling Omar Afridi clothing there, but we don't intend to make it just a clothing store. We could do pop-ups related to food, which Ichimori loves, or invite friends from the food and beverage industry to hold events. We could even sell furniture. Through Omar Afridi , we want to connect with people."


What is fashion? What does it mean to be cool? The essence of Omar Afridi , which seems poised to brilliantly rewrite the conventional wisdom of fashion brands, will surely be brilliantly embodied in the new London store. But it will be an experience like a "sample" that unfolds in the free and three-dimensional space of "THE MOMENTS."


Customers wishing to make a purchase should come to the staircase next to Aesop on the 1st floor Isetan Shinjuku Store, Men's Building .
A lottery to determine the order of entry will be held starting at 10:15 AM. (If you are late for the lottery, you will not be able to participate, regardless of the reason.)
To alleviate congestion, priority will be given to those who already possess an MI Card or who have completed an online application for an MI Card when starting the lottery and entry process.

Click here to apply for an MI Card online.

*Please note that applications submitted through any URL other than the one provided above will not be eligible.

*If you present your MI Card or the MI Card online application completion email screen at the time of the lottery, you will be able to participate in the priority lottery. If you do not have an MI Card, please complete your online application before the lottery start time.

*Please note that those who do not have an MI Card or who have not completed their online application by the start time of the lottery will not be able to participate in the priority lottery for any reason.

*If you do not have an MI Card, or if you have not completed your online application by the start time of the lottery, the lottery will be held after the priority lottery has finished.

*Please note that the number of winning slots may be filled depending on the number of MI Card holders and those who have completed online applications. In that case, the lottery will be terminated.

*If you are late for the lottery, you will be asked to line up at the back of the line of people who have already participated in the lottery.

[Requests to our customers]

・Only payments made in the name of the customer entering the venue will be accepted. Please bring a photo ID with you on the day of the event.

・If there are many interested buyers, even if you win the lottery, you may not be able to purchase the item.

Please note that even if you win the lottery, it may take some time before we can contact you.

Depending on the queue situation, we may impose purchase limits.
*Please note that there may be changes on the day of the event.

►Mitsukoshi Isetan Online Store | Men's Creators & Men's Contemporary

Text: Junya Hasegawa (america)
photographer: Tatsuya Ozawa (Studio Mug)