Starting September 10th, Isetan Men's will be selling new "parents bags" that can be used by both husband and wife while raising children.

In response to customer feedback from the store, such as "I wish there was a shopping bag that was perfect for men with children" and "I wish there was a design that wouldn't make them feel embarrassed when carrying their wife's tote bag," the store pursued unisex colors and shapes and developed several bags to make parenting more enjoyable.

Each brand has three common design features: "long handles so that the bags can be hung on strollers," "integrated detachable inner bags," and "sufficient storage capacity to hold all the items needed for child-rearing." Some brands also include pet holders.

The five participating brands are INDEED, SLOW, Orobianco, ultima TOKYO, and KATSUYUKIKOMADA.

The all-black parent's bag (49,000 yen) designed by KATSUYUKIKOMADA is characterized by a zippered diaper compartment at the bottom. Another nice feature is the two holders on the inside, one for a hot water bottle and one for a baby bottle.

Other brands not only offer a variety of functions to support moms and dads, but also have a wide range of designs, from basic to modern classic and Italian, so couples can enjoy choosing an item that suits their individual preferences.