LDKWARE, a brand jointly developed by YAECA and the Hobonichi Itoi Shimbun newspaper, has made its debut. A pop-up store will be open on the second floor of la kagu in Kagurazaka, Tokyo, from March 1st to 16th.

As the brand name suggests, LDKWARE refers to clothing to wear in the living room, dining room, and kitchen. Unlike traditional loungewear, which tends to have a relaxed feel, the brand's clothing is a "home uniform" that can be worn while doing housework or when guests come over. The items are characterized by ease of movement and durability that allows for everyday wear and washing, and all items are designed to be worn outside in style.

The lineup of items for the first season's 16SS collection consists of five items: pullover shirt (18,500 yen), smock dress (24,000 yen *women's only), atelier coat (36,500 yen), coat dress (36,500 yen *women's only), and apron (9,000 yen), available in two colors: clean white and stain-resistant black. All items are made from the same thick, crisp, high-density cotton fabric so that they can be worn as an ensemble.

In addition, to coincide with the pop-up store, la kagu will be selling recommended items for use at home, selected by stylist Okao Miyoko, based on the idea that "if you're going to do things at home, do them in a fun way." Furthermore, from 11am to 6pm on March 5th, there will be a farmers market featuring vegetable vendor Marche & Dolce, and plant vendors TOKIIRO and ayanas. To coincide with the opening of the pop-up store, Hobonichi's "Curry no Ongaeshi," "Kanjiru Jam," "Oraga Jam," and "Tekagenashi Ginger Syrup" will be on sale, as well as cookies from YAECA's food division, "PLAIN BAKERY." The cafe on the first floor will also be offering limited-time menu items such as curry with Hobonichi's "Curry no Ongaeshi" and salads made with vegetables from the farmers market. The LDKWARE pop-up website (www.ldkware.com) is also scheduled to open for a limited time of around two weeks from March 1st.