Momijji, an upcycling project launched in the spring of 2022 by actors Kenichi Matsuyama and Koyuki, is a lifestyle brand that develops items that "utilize" valuable resources that would otherwise be discarded. Isetan Shinjuku Store, Men's Building 1F Promotion will be holding a pop-up event to offer a pre-sale of new items from Momijji's art collection. The event will run from Wednesday, October 11th to Tuesday, October 24th.

Ms. Matsuyama lives in both the countryside and the city. After encountering hunting in the satoyama (traditional Japanese rural landscape), she learned about the current state of discarded deer hides. Through trial and error, she created the Momiji project to upcycle the hides into leather. Momiji is another name for deer, and the project develops various items that "utilize" discarded resources, including animal hides.

Furthermore, this event will feature the pre-sale of new art collection items, where artwork by artists who sympathize with Momiji's activities will be printed on BRING T-shirts, sweatshirts, and hoodies made from recycled clothing. Of course, Matsuyama's own artwork will also be included in the lineup. Please come and experience Momiji's activities and the art collection for yourself.

Leather outerwear made primarily from deerskin and other animal hides. Choose your preferred color and size from three styles: double rider jacket, single rider jacket, and ribbed blouson. Made to order.

This deerskin hat is a collaboration with Tokio hat , Japan's first hat brand founded by businessman Eiichi Shibusawa. The collaboration began with the creation of orange caps that are highly visible even in the forest. This time, two new colors (navy and wine) have been added to the existing product line, and we are also accepting made-to-order orders for a total of eight colors, including off-white, khaki, and gray.

The umbrella, a collaboration with Lumiere Aurora, features a handle made of deerskin leather that has been vegetable-tanned and treated with a water-repellent finish.

BRING T-shirts, sweatshirts, and hoodies, made from recycled clothing, will be printed with artwork by Kenichi Matsuyama and several other artists on the spot. You can choose your favorite artwork and enjoy printing it yourself using the heat transfer machine in the store. Multiple artworks can be added as an option.

Umbrellas and scarves with digitally printed artwork. We also accept made-to-order orders using the Aurora Digital Order System.