The second collaboration bag between BRIEFING, a popular bag and luggage brand known for its functional beauty, and Kogane-yu, a hot spring bathhouse that opened in Higashi-Shinjuku in July 2026, is now available. This time, Isetan Suitcases from Isetan Shinjuku will also be joining the collaboration, and a pop-up event will be held from November 11th (Wed) to November 24th (Tue).

A bag brand, a public bathhouse, and a dedicated suitcase floor. At first glance, these three entities seem to have no connection. So why did they end up teaming up? It all started with a casual conversation about saunas between the people in charge.
Surrounded by the 3-way "Multi Tote," perfect for everything from visiting public baths to strolling around town and traveling, Tomoko Shinbo, owner of "Ougon-yu" bathhouse, Toma Shimizutani from the briefing, and buyer Narihiro Fukushima, who also heads the Mitsukoshi Isetan Sauna Club, come together. From their love of saunas that drove the project, to user-friendly features, and ways to spread the enjoyment of saunas in Shinjuku, their conversation offers hints on how to enjoy both travel and saunas more readily.
*Titles and honorifics omitted below.

PROFILE

Tomoko Shinbo

Director, Shinbo Bathhouse Co., Ltd. / Owner of "Ougon-yu" bathhouse

A hot spring producer. Together with her husband, Takuya, she manages four bathhouses: Daikoku-yu, Kogane-yu, Sakura-yu, and Kogane-yu Shinjuku. She proposes new ways to enjoy public bathhouse culture.

Fuyuma Shimizuya

Uniongate Group Co., Ltd. WS Sales Department

I'm in charge of sales for Briefing. Following the first collaboration bag with "Ougon-yu," I'm once again involved in product planning as a sauna enthusiast.

Fukushima Masahiro

Isetan Shinjuku Store, Men's Building - Bags & Luggage Buyer

I was involved in the remodeling and reopening of "Isetan Suitcase". My hobby is saunas, and I love sauna facilities and public bathhouses.

A connection forged by a shared love of saunas.

This marks the second collaboration between Briefing and "Ougon-yu" on sauna bags. Isetan Suitcase will be joining the pop-up event to introduce and sell the new products. Isetan Suitcase, which proposes bags and luggage related to travel, became involved in this project after a business meeting between Fukushima, the bag and luggage buyer at Isetan Shinjuku, and Shimizuya, the sales representative for Briefing. In fact, both of them are passionate sauna enthusiasts who talk about saunas with such enthusiasm that it goes beyond the scope of their work. This shared hobby became the bond that connected the three parties.

Shimizutani: The collaboration between Briefing and Ougon-yu began in October of last year, and this is the second installment. Originally, Briefing was working on sauna bags, so the idea came up within the company that "it would be interesting to team up with a public bathhouse next." I myself am such a sauna enthusiast that I even own a tent sauna, so I suggested that "Ougon-yu" was the only place for it, and that's how it all started.

Shinbo: Ms. Shimizutani, you originally worked in sales, not product planning, right?

Shimizutani: That's right. My usual job is wholesale sales to bag specialty stores and the like. However, since my love for saunas was known within the company, I was entrusted with being the point of contact with Ougon-yu. After the first project, this time I brought my own idea to the designers and directors, saying, "I want to make something like this," and we ended up producing an original bag.

Fukushima: Actually, the reason I got involved in this project was because of a conversation about saunas. When I was having a business meeting with the people briefing us for the remodeled opening of "Isetan Suitcase," I asked at the end, "You used to make sauna bags, right?" and Shimizuya, who had been relatively quiet up until then, suddenly jumped in (laughs).

Shimizutani: "That's a bag I designed!" (laughs). Since the topic of saunas came up, I couldn't keep quiet any longer.

Fukushima: From there, the idea came up to introduce a second collaboration with Ougon-yu at Isetan Suitcase. It was a strange coincidence that a new Ougon-yu store and our remodeled sales floor had just opened in Shinjuku.

Actually, I've loved public baths since I was little. In high school, I was on the track and field team, and before competitions, my teammates and I would often go to public baths and alternate between hot and cold baths to recover from fatigue.

Shimizutani: Actually, I've had a similar experience. In high school, when I was in a club activity, two or three days before a competition, my clubmates and I would go to a public bath and do alternating hot and cold baths. But, since we were high school students, it would turn into a competition to see who could stay in the bath the longest (laughs).

Shinbo: In that case, it seems like it would actually make you more tired (laughs).

Shimizutani: That's right (laughs). But, looking back, public baths were also a place for communication, as I would talk about all sorts of things with my friends while we were in the bath. My father also loved saunas, so after I became a working adult, I would go to tent saunas with him.

Fukushima: Public baths and saunas aren't just about relaxing. The time spent with friends also becomes a part of the experience and creates memories.

Shimizutani: I think Ougon-yu is proposing a new way to enjoy the charm of public baths, adapted to the modern era. They have DJ turntables and you can enjoy craft beer. I was drawn to how they're expanding the ways in which you can enjoy public baths, beyond just taking a bath.

Shinbo: Thank you. We also want to make public bathhouses more than just places to take a bath; we want them to be places where people can connect with each other. We want to cherish the good qualities of public bathhouses that have been around for a long time, while also making them places that naturally fit into modern life.

Travel and public baths: becoming more everyday pleasures.

Ougon-yu Shinjuku, which opened in Higashi-Shinjuku, has taken over the location that was once affectionately known as Kanazawa Bathhouse. In a city where diverse people live, work, and come and go, it proposes a new way of being a public bathhouse that is rooted in everyday life.

Shinbo: Shinjuku is a city where all kinds of people live, work, and visit. Many people work late into the night in restaurants and other establishments, so we wanted to create a place where they could relax after work. We wanted to create a place that could welcome people of all ages and genders. We asked a female architect to design it because we wanted to incorporate diverse perspectives into the space.

Fukushima: When you actually use it, you can really see how much thought has gone into even the smallest details. From the flow of movement from the sauna to the cold bath and the outdoor relaxation area, to the placement of the mats and even the location for rinsing off.

Shinbo: I'm impressed that you've considered all those details. When we build a facility, our top priority is ensuring that everyone, from babies to the elderly, can use it with peace of mind. We pay attention not only to safety and ease of use, but also to things like the temperature of the baths and the flow of movement within the building.

Fukushima: When we create a sales floor, we also consider those small details that make the space more user-friendly. Even though we are in different industries, there are things we have in common.

Shinbo: Public bathhouses are originally places that local people use on a daily basis. For people who are visiting a public bathhouse for the first time, I would like them to discover the goodness of "Ogonyu" as an entry point, and I would be happy if they then visit other unique public bathhouses as well.

Fukushima: I think that way of thinking is also relevant to Isetan Suitcase. Suitcases are essential for travel, and public baths have always been an indispensable part of daily life. And now, trends like saunas and wellness are overlapping with that. In addition to this commonality of "essentials x trends," I also felt a connection because the Shinjuku branch of Kogane-yu and Isetan Suitcase opened around the same time.

Shimizutani: With this bag, too, I wanted it to be something that could be used not only in public baths and saunas, but also in various everyday situations. I changed the shape and materials from the previous bag, keeping in mind that it's something you can easily carry around every day.

Fukushima: That's what makes introducing it through "Isetan Suitcase" so interesting. We want to suggest it not only as a sauna bag, but also as a secondary bag for travel. We hope that people who use "Ogonyu" will learn about Briefing, and conversely, that Briefing fans will become interested in "Ogonyu" and "Isetan Suitcase." We would be happy if this initiative becomes an opportunity to broaden everyone's enjoyment.

A 3-way multi-purpose tote that's more than just for saunas.

Shimizutani: This time, we've changed the shape from the first shoulder bag to a more compact tote bag that's easier to use every day. We've also named it "Multi Tote." It can be used as a tote bag, of course, but you can also attach the strap and carry it on your shoulder. What's more, it actually has a removable pocket inside, which can be used as a separate sacoche bag.

Fukushima: You can remove the inner pocket and use it as a sacoche, right? I thought that was really convenient. The loungewear at places like public baths and saunas often has thin pockets, or sometimes no pockets at all. If you put your wallet in it, it tends to slip down your waist.

Shimizutani: That's right. When moving around inside the building, we designed it so that you can carry only the essentials, such as your smartphone, wallet, and earphones. When it's attached to the main unit, it can also be used as an organizer pocket.

Fukushima: If you're only carrying the bare essentials, this size is just right.

Shinbo: Many of our female customers bring their bath sets, including shampoo, in a bath basket. This tote bag could be used to put the entire basket inside. It looks like it could also hold towels and a change of clothes.

Shimizutani: I designed the size so that it would easily fit into the lockers of a typical small public bathhouse. With a large backpack, you sometimes end up cramming it into the locker and your clothes get all crumpled up (laughs). I also had in mind the feeling of how people used to go to the bathhouse with shampoo and towels in a bucket.

Fukushima: I understand that completely. Another thing that impressed me was the mesh pocket on the front. When you're in a hurry to get into the sauna, you sometimes just shove your watch and accessories in haphazardly, and then later you can't remember where you put them.

Shinbo: I sometimes put it in my wallet too, but it's a hassle to take it out later.

Shimizutani: With mesh, you can easily see what's inside, so you can quickly find where you put things. Another advantage is that it's easy to put wet items in it.

Fukushima: I like these kinds of convenient features that you only realize once you start using them.

Shimizutani: We also paid attention to the materials. We used 420-denier water-repellent Cordura® nylon in some parts, and the buttons are made of brass, which is resistant to rust. We changed the handle from the first sample, using a double layer of tape. We created a small space in the center so that it fits comfortably in the hand when gripped.

Shinbo: Indeed, the handle is very sturdy. It's double-layered. It's a practical item, but I think it's also nice that it has a solid, high-quality feel.

Fukushima: Also, the original tags are great, aren't they?

Shimizutani: This represents a collaboration between "Ougon-yu" and Briefing. This time, we deliberately omitted the brand's iconic red line so that women could wear it naturally as well. We wanted to make it easier to match with everyday clothes.

Fukushima: Removing the red line was a big decision for Briefing, wasn't it? I believe that a truly user-friendly bag has four elements that have been carefully considered with the situations in which customers will use it in mind. "Storage" refers to the placement of pockets and how easy it is to put things in and take them out, "Capacity" refers to the size and capacity that suits the situation in which it will be used, "Portability" refers to how it is carried, and "Descriptiveness" refers to the background including the story behind it. This "Multi Tote" has all of these basics well-balanced, especially for situations like going to a public bathhouse.

Shimizutani: I wanted to make something that could be used in various people's lives, not just for saunas, so I'm happy to hear you say that.

Fukushima: However, I would also recommend it as a secondary bag for travel from Isetan Suitcase. You can fold it up and put it in your suitcase and use it when you board a plane or go to the beach or pool at your destination. Of course, if you find a sauna at your destination, it can also be used as a sauna bag.

Shinbo: It looks like it could fit my small laptop that I usually carry around, and even a water bottle. It seems like it would be useful even on days when I don't go to the public bath.

Shimizutani: You can carry it over your shoulder when you go out on your bike, and it's also great for the gym or quick errands. I hope you'll use it in different ways depending on your destination.

View products at Mitsukoshi Isetan Online Store

Bringing the joys of travel and public baths closer to you, starting from Shinjuku.

Shoppers, people working late into the night, travelers stopping by—in Shinjuku, where various lifestyles intersect, Ougon-yu Shinjuku embraces the concept of "a public bath that weaves stories." While cherishing the traditional public bath culture, it aims to be a place where new enjoyment and stories are born through people's interactions.
This pop-up shop, presented by Isetan Suitcase, offers the "Multi Tote," a collaboration between the famous public bathhouse "Ougon-yu" and Briefing, as a travel accessory. It aims to make visiting public bathhouses more accessible and to allow for more freedom in exploring the city and enjoying your time while traveling. With just one bag as a starting point, you can discover places and pleasures you never knew existed. We propose this new expansion of everyday life from Shinjuku.