TOKYO MEN'S FES 2016, themed "100 Happiness of Being a Man," offers a variety of experiences that will help you experience a new kind of masculinity. Isetan Men's, celebrating its 13th anniversary this year, is holding a festival for men until September 25th. Among the rich variety of content available, we'd like to highlight its appeal from three perspectives: "booths from each select shop," "collaboration events with popular men's magazines," and "food and experiences exclusive to the Men's Fest." ■ Select Shops Also Setting Up Booths

A total of seven select shops are participating in the festival. The sixth floor will feature four shops: CPCM, Nepenthes, Seirin Kogyo, and Graphpaper, while the seventh floor will feature three shops: Restear, GR8, and Poggy's Box in Isetan. Each shop will offer a wide variety of limited edition and collaboration items. For example, at "POGGY'S BOX IN ISETAN," curated by Motofumi "POGGY," director of United Arrows & Sons, three special items will be sold, each made from classic leather from London brand ART COMES FIRST, customized with pins and safety pins. Enjoy these items selected just for this occasion.

■Collaboration event with popular men's magazine

SENSE, a magazine that continues to propose adult street style with a black base, will open a booth called "THE BLACKSENSE MARKET" on the 7th floor. Tiffany's iconic "East West" piece in all black is a special order item that can only be purchased here. Additionally, men's magazine Begin, known for its thorough attention to detail, will also have a booth. In collaboration with MEN'S EX, a magazine that promotes the idea of "sophisticated adult fashion" and promotes the image of a sophisticated, intelligent man, the festival will feature talk sessions with the editor-in-chief and a buyer from Isetan Mitsukoshi, as well as events where attendees can receive fashion advice from an in-house stylist.

■Men's Festival-Exclusive Food and Experiences

At the "Men's Garden" booth on the 7th floor of the main building, which is based on the theme "The happiness of men being allowed to be beautiful, too," attendees can experience scalp care and facial beauty treatments. Also, on the 24th and 25th, photographer Shunsuke Ito's traveling photography studio, which travels around Japan, will be "on-site" at Isetan Men's. In addition to the usual black background, attendees can experience photography in locations that are usually unavailable, such as display windows within Isetan Men's. In other words, you can experience the happiness of not having to frown in front of your beloved family. Other openings include the "Shoe Care Arcade," where some of Japan's best shoe shiners will gather, and the "TAKEDA COFFEE LABO," a cafe exclusive to the Men's Festival where Japanese barista champion Rieko Takeda will serve brews. The main building's basement floor sales area will introduce gourmet food and sweets that men will love.