This September, Isetan Shinjuku Store, Men's Building , celebrated its 20th anniversary. The first event in this anniversary year was titled "ALL MEN'S EXHIBITION," and featured a variety of events. Starting October 4th, the second event, "BONDS WITH FASHION," will begin.

The second installment, titled "The Bonds of Fashion," is a project that looks back on the history of ISETAN MEN'S and aims to create masterpieces that will lead to the next 20 years. By selecting best-selling items, masterpieces, and classics that have been supported by customers, and updating them with the essence of Isetan Shinjuku Store, Men's Building , it will produce many special limited editions and pre-release items. Each buyer will share their story about this anniversary collection.

Although rarely discussed publicly, the basement floor, dedicated to underwear, socks, and nightwear, features a selection of items that continue to be bestsellers, showcasing a carefully curated collection for discerning gentlemen.

【RE:BORN】An opportunity for adult men to discover a lifelong passion and quality.

The saying "You can tell the quality of a department store by looking at its underwear section" is true because everyone wears underwear, whether they wear classic or fashionable clothes. Department stores curate their underwear selection to match the style of their customers who wear their own clothing.

The basement floor of Isetan Shinjuku, which carries top domestic and international brands, also features leading underwear manufacturers and brands from both Japan and abroad. Kimura, the buyer of underwear, socks, and nightwear, prides himself on having a selection that will satisfy everyone, from those who wear the latest designer fashion to those who wear bespoke suits.

"I applied to work at Isetan Shinjuku Store, Men's Building because I wanted to help men look stylish, but when I got there, I found that everyone was already fashionable (laughs). Everyone was very particular about fashion. On the other hand, I realized that everyone had different interests."

In the past, when she was in charge of men's contemporary and luxury brands, she was exposed to the latest fashion trends. Two years ago, when she worked as a buyer for men's cosmetics, she met many adult men who sought cosmetics to enrich their lifestyles. This spring, she took on the role of buyer for underwear, socks, and nightwear on the first basement floor. Here, she feels that there are many customers who seek high-quality items even in the private parts of their lives that are not usually seen by others.

"While underwear from well-known brands is certainly popular, we also have many customers who value their own personal preferences. They prioritize how their underwear feels against their skin, the fit, and the texture of the material even more than their clothing, and they are drawn to designs and limited-edition items, even if they aren't meant to be seen by others. That's why the underwear department at Isetan Shinjuku is approaching this with a clear commitment to showcasing its unique identity."

These limited-edition items for the 20th anniversary Isetan Shinjuku Store, Men's Building , embody Kimura's vision and represent a collection that truly showcases the unique character befitting Isetan Shinjuku's customers.

PRISTINE: Organic cotton satin pajamas for those seeking better sleep quality.

Pristine is a popular brand available in our main store, known as a pioneer in organic cotton. They've now released their popular satin pajamas for women in a men's version for the first time. Not only are they gentle on the skin, but they're also undyed, have clear traceability (who made them, where they were made), and demonstrate a strong commitment to environmental sustainability.

The feel of the fabric is something you really need to experience for yourself. The large gauze backing absorbs sweat effectively, and the facing is securely sewn to prevent dirt and dust from getting in. Two thin elastic bands are used at the waist, and the flat cord in between is also made of organic cotton.

We use shell buttons instead of plastic buttons. In an era where sleep quality is a major concern, pajamas are said to be very important. Those who usually prioritize materials will be able to appreciate the difference.

SEEK business socks solve the problems of businessmen: breathable, non-slip, and suitable for all seasons.

With the end of the pandemic, more companies are switching from remote work to in-office work, and business socks are selling well. Many customers are concerned about stuffiness inside their shoes, especially since they've been wearing leather shoes again after a long time, due to the recent warming trend. Therefore, to commemorate our 20th anniversary, we've developed business socks made from a wool and linen blend in collaboration with SEEK.

You might think wool socks are too hot, but wool is a natural functional material that doesn't easily change temperature and has excellent moisture absorption, so it naturally prevents stuffiness inside your shoes. We've blended it with linen, which has excellent moisture-wicking properties, making it ideal for summer. Linen, being a hollow fiber, absorbs and releases moisture, and when dry, it feels smooth and comfortable, keeping your feet dry and comfortable.

Furthermore, the shaft portion features SEEK's unique material and a mesh design that conforms to the shape of the leg, preventing slippage and keeping trousers from clinging due to static electricity. These socks are perfect for business suits where leg hair is considered taboo, and offer year-round comfort. They are available exclusively at Isetan Shinjuku Store, Men's Building .

CHICSTOCKS Glitter socks suitable for everything from business to parties.

Based on the concept of "planning your day's styling starting with your socks," this sock brand has consistently been the number one seller in the sock section of Isetan Shinjuku Store, Men's Building . The iconic striped socks are not only easy to match with any style, but are also praised for their functionality, such as the comfortable fit provided by the terry cloth sole and ribbed instep, as well as the long ribbed cuff that prevents them from slipping down.

For our 20th anniversary, we're releasing a model featuring this line in silver glitter. While glittery socks are common among women, it's quite rare to see it in men's socks. We paid close attention to the way the glitter is used and to the packaging as well. You can add a touch of style to your feet during the upcoming party season, and don't you think it will give off a subtly chic vibe in both business and casual settings?

Totonou Pants®: Leading the way in the no-underwear culture, from saunas to everyday life.

Totonou Pants® are a new type of casual pants developed with the involvement of the chairman of the Fundoshi Association. They feature a dungaree-material trunk liner attached to the inside of the shorts or easy pants, providing excellent breathability and comfort. Even those who previously preferred boxers or briefs are reportedly reconsidering trunks.

It became incredibly popular after gaining a reputation for allowing people to go to and from the sauna without underwear, but it's becoming even more popular because it allows people to comfortably spend time at home without any restriction on their body, such as after a bath, before going to bed, during relaxing time on holidays, doing yoga, taking walks, or working from home.

Up until now, our collection has mostly featured materials and colors suitable for casual wear, but this time, as a 20th-anniversary limited edition model, we are releasing a baker pant style that can be worn as everyday casual wear. It comes in three colors: black, navy, and gray, and is made from stretch cotton. The tapered, clean silhouette can be paired with both sneakers and dress shoes, and the design aims to be suitable not only for everyday wear but also for travel, golf, and office casual. The waist can be tied with a drawstring, and the outer pocket on the right side is a key feature.

Madoka Kimura

Isetan Shinjuku Store, Men's Building , B1F, Underwear, Socks, and Nightwear Buyer

Since joining the company, I have aspired to work at Isetan Shinjuku Store, Men's Building . Leveraging my experience in contemporary casual wear, luxury fashion houses, cosmetics, and other aspects of men's lifestyles, I was appointed as a buyer for the underwear department this spring.

►Mitsukoshi Isetan Online Store | High-quality, comfortable, and functional men's underwear (undergarments, innerwear), socks, and loungewear

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Text: Yasuyuki Ikeda
Photo: Tatsuya Ozawa (Studio Mug) / Totonou Pants®