From Wednesday, September 18th to Tuesday, September 24th, a pop-up shop for the hugely popular vintage shop FRONT 11201 will open on the 6th floor Isetan Shinjuku Store, Men's Building in the Men's Creators section. We asked Ikuya Nishiyama, who directs the shop, about the highlights of this event and the secret to FRONT 11201's popularity.

From the launch of "FRONT GENERAL STORE" to the opening of FRONT 11201

In the currently booming world of vintage shops, which are flourishing with a multitude of options, have you heard of FRONT 11201, a particularly popular store that is attracting a lot of attention? Opened in 2014 as "FRONT GENERAL STORE" in Brooklyn, New York, it has gradually grown into one of the most popular spots in the area. FRONT 11201 is the first store in Japan, which has been "reverse-imported" to open in Yoyogi-Uehara, Tokyo.

This shop, which not only boasts an exceptional selection of vintage items but also offers a perfectly balanced range of original apparel, jewelry, miscellaneous goods, and books, attracts not only discerning vintage enthusiasts but also highly fashionable people. It will be making a limited-time appearance at the Men's Creators section on the 6th floor Isetan Shinjuku Store, Men's Building .

At the recent Spring/Summer 2025 "Rakuten FWT/Rakuten Fashion Week Tokyo," FRONT 11201, a vintage shop, made headlines by presenting its first-ever runway show. In an interview with IMN, key figure Ikuya Nishiyama spoke about the appeal of FRONT 11201 and the highlights of the event.

First, could you tell us about the circumstances that led to the establishment of "FRONT GENERAL STORE," and why you chose Brooklyn in New York City, USA?

I wasn't particularly interested in fashion from a young age; I was just a kid who loved drawing at school. During my student years, I spent my days working part-time jobs to earn a living and send money home to my parents. When I finally graduated from vocational school at the age of 23, I went to New York alone with 50,000 yen in cash and a sketchbook.

While I was there, I worked part-time jobs to buy vintage clothing, and together with friends I met at the time, I sold it at a weekend-only flea market called "Brooklyn Free." As Brooklyn's popularity grew worldwide, my business took off, so I opened a showroom where I could sell wholesale to buyers and other professionals on weekdays as well. I opened "FRONT GENERAL STORE" as a retail store two years later.

We opened "FRONT GENERAL STORE" in Brooklyn because it just so happened that Brooklyn, New York, was where my partner and I, the founding members, met. If it weren't for the pandemic, the concept of a "reverse import vintage shop" wouldn't exist, and since I was originally interested in making clothes, I think I would have continued to quietly produce original items for "FRONT GENERAL STORE" in New York.

──Then you opened FRONT 11201 in Japan. Could you tell us about the joys and challenges of running a store with such a unique perspective as a "reverse-imported vintage shop," and what you keep in mind to differentiate it from other stores?

We opened FRONT 11201 in Japan because the future of "FRONT GENERAL STORE" operations became uncertain due to the COVID-19 pandemic, and we wanted to create a situation where we could provide support. We opened multiple stores in Yoyogi-Uehara and Kamiyama-cho in a natural progression, but at some point we wanted to settle down in one place, so we decided to consolidate our operations in Yoyogi-Hachiman, which is close to Yoyogi-Uehara, where our existing customers frequent.

What makes running a store that's like a reverse import from America so rewarding is being able to directly feel the happiness of our customers, seeing our staff find their work fulfilling, and having the hope that we might be making a small contribution to society. On the other hand, the biggest challenge was that, since we opened the store right in the middle of the pandemic, we couldn't freely attract customers or make sales. It was also difficult to adjust to the differences in customer demographics, tastes, and climate between Tokyo and New York.

We're not particularly trying to differentiate ourselves from other vintage shops. We believe the real difference lies in how we can adapt the experiences and sights we've seen in New York to the Tokyo market.

── Are there any differences in the shop concepts and philosophies of "FRONT GENERAL STORE" and FRONT 11201? Also, could you tell us about your particular approach to buying vintage items, Mr. Nishiyama?

Both "FRONT GENERAL STORE" and "FRONT 11201" are based on the concept of being a store that is rooted in the local community and loved for a long time. FRONT 11201 develops original items that are made with the intention of being used for a long time, so whether we are selecting vintage clothing or creating new clothes from scratch, we always keep in mind "not to create waste."

FRONT 11201 has a unique product lineup compared to other vintage shops, and I believe that this lack of comparison is what makes FRONT 11201 unique in the vintage market. The vintage items we select are those that evoke an indescribable feeling of "goodness!" And, taking into account the characteristics of each item, we require that they be in good condition.

—In terms of product lineup, FRONT 11201 offers a wide range of original items and miscellaneous goods in addition to vintage items. What kind of commitment do you have to your original items?

The miscellaneous goods we select are from brands we carry in New York, and we choose items that can be cherished for a long time. What we are particular about with our shop's original items are those that we truly want to recommend to our customers, even though they are vintage items that have become difficult to find. And we want to preserve the special texture of vintage fabrics from various categories for the world to come.

When it comes to materials, I would say they are materials that naturally remain in your possession amidst the inevitable "aging process"... The collection centers around items made from materials created by crushing leftover fabrics and remaking the yarn from scratch, as well as items made from processed antique materials and recycled fibers.

The designs and details are simple, based on historically proven functionalities, with subtle adjustments to the balance. While we don't have a particular preference for a specific region of origin, we are very conscious of manufacturing within Japan.

Our 2025 collection, which was exhibited at Rakuten Fashion Week Tokyo, and our thoughts on this promotion.

--Could you also tell us about the theme and direction for the Fall/Winter 2024 season?

We haven't set a specific theme for this autumn/winter season, but we're planning to open a gallery space in the basement of our Yoyogi Hachiman store sometime around October or November. It's like a "small art museum in the city." We think this will allow us to become an even more local shop, deeply rooted in the community. We can't give you details about the exhibition yet, but please look forward to it.

—We understand that your runway show at Rakuten Fashion Week Tokyo Spring/Summer 2025 was a great success. What were your goals in deciding to exhibit there?

To be honest, the offer came from them. However, I think it's very unusual for a vintage shop like ours to present a runway show, and I feel that we are entering an era where sustainable manufacturing will be strongly demanded. Therefore, I felt that being able to convey that message "from the bottom of your heart" is something only a vintage shop can do. I felt it had great significance, so I decided to participate.

There is meaning in picking up and repurposing clothes that were not selected (not bought) by buyers who have always carefully selected only the best items. After all, the act of selecting only the best items means that there is a vast amount of vintage clothing that was not chosen... I have been thinking for a long time about how to deal with these "clothes that were not chosen," so I would like to continue sharing this initiative in the future.

Vintage shops may find it difficult to fully contribute to sustainable manufacturing in many ways. However, we believe that as those who deal in "secondhand clothing," we have a certain persuasive power. To make our products accessible to many people, it is crucial to first raise awareness. As vintage buyers who have continuously focused on items that have survived the test of time and that we consider to be "good," we believe we are able to create clothing that is currently scarce in the world and that will be needed in the future.

—What do you hope to express and communicate to customers and users through this pop-up event?

Thanks to everyone's support, we've been given this opportunity, and I'm happy that we can show you almost all of the items that were presented at the runway show with virtually no time lag. We plan to offer pre-sales of items that were first unveiled at the show, as well as the collaborative sneakers with Vibram, at this pop-up.

In addition, vintage items that served as inspiration for this project, FRONT 11201's original Fall/Winter 2024 collection sweatshirts, and collaborative sweatshirts with a certain popular brand will also be available. Isetan Shinjuku Store, Men's Building 6th floor has a great selection of brands. We are striving to create a fulfilling collection with clothing that complements any of these brands. I myself would like to be at the store as much as possible, so please come and visit us.

Rare True Vintage items are also available! The denim coveralls are a must-see.

──Finally, could you tell us about any items you particularly recommend from this pop-up event?

A one-of-a-kind item from the 1930s. A denim coverall that deserves special attention.

"1930's DENIM COVERALL" 825,000 yen
*This product is a one-of-a-kind item.

A rare denim coverall that still retains the original denim color from the 1930s.

Front 11201 original item, ombre check shirt, now available in a reverse color scheme.

"ORIGINAL OMBRE CHECK SHIRT" 15,400 yen

New colors of the "ORIGINAL OMBRE CHECK SHIRT," which sold out at last year's Isetan Shinjuku pop-up store. Recreating the top-quality fabric of ombre check shirts from the 1950s, we repeatedly revised the samples, and with the cooperation of factories and craftsmen, dyed the yarn from scratch to create the ideal ombre check pattern. The original Japanese-made fabric has a moist yet tough texture, resulting in an ombre check shirt that will remain in each person's wardrobe.

T-shirts made by crushing and reconstructing leftover fabric and T-shirts.

"ORIGINAL Hammou T-shirt" 4,990 yen

This T-shirt is made from recycled yarn created by crushing leftover fabric and T-shirts. Those familiar with vintage clothing may find this unique texture appealing.

In addition, we plan to offer rare true vintage items, eyewear, and vintage jewelry.
This is a rare opportunity to experience the world of FRONT 11201, so why not visit the store?

Text: Junya Hasegawa (America)

Photograph: Natsuko Okada (Studio Mug)

＊All prices include tax.
＊The information in this article is current as of the time of publication. Product information may be revised or changed without notice.

For inquiries, please contact: Isetan Shinjuku Store, Men's Building 6th Floor, Men's Creators
Phone 03-3352-1111 Main representative
For inquiries via email, please click here.