On September 10th, knitwear manufacturer Ieri Design Products unveiled the first collection of its men's brand, IISER LOEN, launching in the SS15 season, at a runway show. The designer was the company's president and CEO, Koji Tezuka. The show took place at the Roppongi bar "1967," coincidentally the same year Tezuka was born. The show offered stylish real clothes targeted at men in their 40s and 50s. True to Tezuka's extensive background in Western clothing, the collection focused on craftsmanship, commissioning patterns from skilled artisans who have worked with earthen borage, reproducing vintage denim fabrics in Okayama, and collaborating with Bacchus for shoes. Seventeen pieces appeared on the runway. The show included his signature knitwear, including intarsia pullovers, beautiful cut-and-sew silhouettes, and cardigans with leather accents. The lineup features slim, straight-leg pants, playful tailored jackets and trench coats with patches, and leather jackets with outseams, adding a touch of spice to a more realistic look. Sparkling glitter here and there evokes the sophisticated sensuality of a sophisticated man. The expressive pants are made with an original paisley-patterned textile. "I want to make sophisticated men look cool. We live in an age where we can't do without women. It's better to pay attention to your appearance and figure and make a good impression on women. Winning over women also leads to winning over your career. Fashion is a gateway to lifestyle and culture. It opens up conversations that go beyond stocks and economics. I hope that Iiza Lawn will spark interest in fashion," says designer Tezuka. The first season will focus on wholesale sales, and a directly managed store will open in Omotesando Hills in February 2015. The store is considering ways to allow customers to participate in the design, such as offering T-shirts with selectable colors and graphics. The price range for items is 9,000 to 35,000 yen for tops, 15,000 to 30,000 yen for knitwear, 15,000 to 35,000 yen for bottoms, and 75,000 to 250,000 yen for outerwear. They are also planning to launch women's and children's items in the future.