Making Japanese men look cool. Men’s Kimono Tailor “Y. & SONS” collaborates with “ISETAN”!

Y. & SONS, which proposes new ways to wear kimono, such as “sneakers x kimono,” will collaborate with Isetan to open a pop-up store at Isetan Shinjuku Men’s Building from June 22 (Wed) to July 5 (Tue), 2016.

Come to think of it, Isetan is also a company founded in 1886 as a kimono shop in Kanda Ryoromachi. The two companies, both with ties to Kanda, have collaborated over the past 100 years to propose “free dressing with Western ideas.

What is Y. & SONS?

Y. & SONS is a men’s kimono store opened in March 2015 by Yamato, a kimono shop founded in 1917, at the Kanda Myojin Torii in Tokyo. The concept is to “make Japanese men look cool in kimonos.

The store attracts attention for its proposals for combining kimonos made with traditional techniques with Western-style clothing such as sneakers, espadrilles, sports sandals, clutch bags, and hats, which are not bound by conventional frameworks. The price range of yukata, from chic and relaxed to modern patterns, is from 29,000 to 59,000 yen (excluding tax and including tailoring fee).

The brand is attracting attention for its world view that makes Japanese-style clothing accessible to men who “play with tradition.

http://www.yandsons.com/

Y. & SONS x Isetan Pop-up Shop

The interior designer Kazuya Sasaki (SMALL CLONE), who also designed the interior of the Y. & SONS store, has been invited to design the Isetan Men’s Building pop-up store, and items selected by stylist Takeshi Futamura from the Isetan Shinjuku Men’s Building have been assembled as the Yukata collection.

The yukata collection will be available exclusively at the pop-up store in the Isetan Shinjuku Men’s Building, and will be a mix of the Y. & SONS logo, ” a hawk’s wings with a warp, ” and the Isetan founding family crest, ” a three-leafed oak. If you are planning to buy a new yukata this summer, this event is definitely worth checking out.

Date: Wednesday, June 22 – Tuesday, July 5, 2016
Location: Isetan Shinjuku Men’s Building 1F, 3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022