On August 29th, a men's concept shop showcasing Japanese fashion brands, "LITTLE TOKYO" (5-12-14 Jingumae, Shibuya-ku, Tokyo), will open in Omotesando, Tokyo. The shop's theme is "knowing the past, sensing the present, and continuing to challenge ourselves to connect to a new place." Its concept is "a shop that continues to inspire change in today's fast-paced market, with the keywords 'mode,' 'fashion,' and 'personality.'" It will primarily feature notable young men's brands from Japan. By showcasing the creativity and dynamic energy of young brands, which could be considered the initial impulse, in Omotesando, the fashion capital, the shop aims to connect people and "connect to a new place" that will emerge. At the same time, the shop will also respect traditional Japanese crafts and engage in collaborative efforts, such as the production of items.

Items on offer include apparel from young domestic brands such as AZUMA, a brand launched by designer Azuma Kengo with the 2015-16 Autumn/Winter collection, as well as miscellaneous goods created in collaboration with traditional Japanese crafts. Some of the fixtures used in the store will also be available for purchase.

A reception party open to the public will be held on August 28th, the day before the grand opening, from 7:30pm to 9:30pm. On the day, Kikusui Brewery's ginjo nama sake "Mukantei," which is imbued with the message "to have high aspirations without being obsessed with status or honor," will also be available.