The latest 2026 model from the collaboration between AURALEE and New Balance, the "AURALEE × New Balance 204L," will be available from May 22nd (Friday) at Isetan Shinjuku Store, Men's Building 6th floor Men's Creators and Main Building 3rd floor International Designers East.

►Click here for sales information on Friday, May 22nd.

The new lifestyle model "204L" from new balance is a shoe that reinterprets designs inspired by running shoes from the 1970s and 2000s with a modern twist, resulting in a shoe that is understated yet fresh. The silhouette, which feels both familiar and new, fuses iconic design elements from new balance 's past and present. By combining a slim structure with technical textures, it expresses a retro aesthetic that has been loved by many as a sophisticated low-profile sneaker.

Regarding the sales method on Friday, May 22nd

To prevent confusion and problems at the store on Friday, May 22nd, we will be accepting pre-registrations online, and customers who are selected will be admitted and allowed to purchase in the order of their registration.
Customers who wish to pre-register should review the important notes before registering.
When entering, please register for the Mitsukoshi Isetan app.

Register for the Mitsukoshi Isetan app here

For the pre-draw on Friday, May 22nd, priority will be given to customers who already have an MI Card (including MI Card Basic) or who have completed a new MI Card application.
* To apply for a new MI Card, please use the URL provided on each shop's entry page. Applications made through any other URL will not be accepted.

■Application period: From 10:00 AM on Friday, May 15th to 11:59 AM on Sunday, May 17th ■Notification of winners: From 12:00 PM to 8:00 PM on Thursday, May 21st *Only winners will be notified by email with details for the day of sale (entry time and meeting place).

① Isetan Shinjuku Main Building 3rd Floor, International Designers East (22.5cm-25.5cm) is here.
② Isetan Isetan Shinjuku Store, Men's Building 6th Floor, Men's Creators (25.5cm-29.0cm) is available here.

■Please check the precautions in advance.
[Requests regarding your application]
This lottery will prioritize those who already possess an MI Card (including MI Card Basic) and those who have completed an online application for a new MI Card.
・Customers who have an MI Card must enter the customer number printed on their MI Card or the "application number" printed in the new application completion email when applying.
If you leave the information blank or enter an incorrect number, your entry will be invalid.
Please ensure you complete the procedure by the deadline. If you miss the deadline, you will be excluded from the lottery.
This lottery is an entry to determine the order of sales and does not guarantee the purchase of the product.
・If there are many people who wish to purchase the item, you may not be selected even if you participate in the lottery.
Please refrain from making inquiries regarding the lottery results.
・Only one application per person is allowed. If multiple applications are discovered, the applicant will be excluded from the lottery.

[Requests regarding admission]
Please prepare items 1-3 below in advance before entering the venue.
1. Photo ID (driver's license, passport, My Number Card, special permanent resident certificate, etc.)
2. MI Card or MI Card application completion email
3. Please bring your smartphone that can display the winning email screen.
Please have your winning email screen ready before you line up.
If the name on your application does not match the name on your identification document, you will not be admitted.
We will not accept expired identification documents, copies or photographs of such documents, or multiple documents without a photograph.
・Taking screenshots of the winning email, forwarding them, or lending/borrowing smartphones is not permitted. If this is discovered, both customers will be refused service.
・Entry and purchase will be limited to the winner only.
・We cannot accept requests for specific entry times.
Please arrive at the designated location by the meeting time. If you are late for the meeting time, your participation will be invalidated, regardless of the reason.
Depending on the crowd situation on the day, we may restrict entry to the store or limit shopping time.
Please allow ample time for your visit, as there may be a long wait before entry.

[Requests regarding your purchase]
・Purchases are limited to one item per person.
Depending on your entry order, you may not be able to purchase the item you want.
・There is a possibility that the product may be sold out by the time you enter the store.
We regret that we cannot accept credit card use or payments from anyone other than the winning customer.
We do not offer reservations.
We do not accept returns or exchanges due to customer reasons.
We do not accept orders by phone or cash-on-delivery orders.
If you do not agree to any of the above requests, we may refuse your purchase.

Please note that the requests and requirements may change.

* After the pre-sale lottery, there is a possibility that general sales will be held on the same day depending on the stock situation.
Information regarding sold-out items, whether or not there will be a general sale, and how to purchase them will be posted on the following Instagram accounts.

■Isetan Shinjuku Women's Fashion Guide
■ Isetan Shinjuku Store, Men's Building 6th Floor, Men's Creators

*Please note that the information provided may be changed or discontinued without prior notice due to various circumstances.
Please be sure to check our website before visiting.

View AURALEE (Men's) products at the Mitsukoshi Isetan Online Store.

View AURALEE (women's) products at the Mitsukoshi Isetan online store.

Production by STUDIO ALTA

*Some items are available in limited quantities, so please forgive us if they are out of stock.
＊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.