Isetan Shinjuku's "MANGA TRENCH" collaboration with the magazine "SPUR" in November sold out almost all of its trench coats. After a week of display, a lottery was held, with the most popular item being "The New Prince of Tennis."

The store collaborated with nine manga artists active in Shueisha's "Weekly Shonen Jump," "Jump SQ.", and "Cocohana," and used frames and illustrations from popular manga on the lining of trench coats from two brands, "Sai" and "Muller of Yoshiokubo." On the first day of the exhibition, enthusiastic fans from Hokkaido and across the country flocked to the store. Despite the high price range of 103,950 yen to 160,650 yen, almost all of the 30 coats on offer were sold out. Approximately 20% of applicants were existing Isetan customers, and most were manga fans shopping at Isetan for the first time. The works featured in this exhibition include a diverse lineup of artists, including "NARUTO" (Masashi Kishimoto), which is popular overseas, as well as "The New Prince of Tennis" (Takeshi Konomi), "Blue Exorcist" (Kazue Kato), "Rurouni Kenshin" (Nobuhiro Watsuki), "Kakko Kawaii Sengen!" (Jigoku no Misawa), "Sand and Iris" (Shinobu Nishimura), "Ashi Girl" (Kozue Morimoto), and even a collage of past works by Kuramochi Fusa (aka Satoru Makimura) to commemorate his 40th anniversary since his debut. This project is part of "STORE JAPAN," a unique event at Isetan Shinjuku Re-Style that focuses on "Japanese power" and "Japanese technology." Nakakita Shinji, buyer at Isetan Shinjuku Re-Style, said, "In order to avoid simply displaying the coat as a manga print, we displayed not only the coat but also the pattern layouts used on panels at the venue to convey the background of the meticulous work that went into making the clothes."

The original print was produced by textile manufacturer Komatsu Seiren. Their greatest focus was on not disappointing manga fans. To that end, they took the time to carefully select the frames to use in the print, create the pattern, and sew it all together. Matching the pattern on the lining was particularly difficult.
"We took great care not to compromise the quality of the manga," says Shinjiro Nishino, CEO of Gas as Interface Inc., who produced the project.