From September 14th to September 26th, Isetan Shinjuku Main Building's Re-Style section will be showcasing "Alternative Culture," an event embracing the shared values of "small-batch production" and "one-of-a-kind."
The mainstream, symbolized by normcore and fast fashion, is characterized by impersonal, unassuming, and mass-produced clothing. "Alternative Culture" is a movement that seeks to create a completely opposite culture, using keywords like "small-batch production" and "no categories" to counter this trend. The event will feature items inspired by this new trend, which is expanding worldwide. According to the buyer in charge, "We named the event 'Alternative Culture' because it refers to the 'other' side of the establishment, not like the 'alternative rock' of 1990s bands. We also created a brand to represent this, named 'BLEACHER,' to convey the meaning of breaking down existing concepts and creating something new and valuable."
Repro Leather Jacket (49,000 yen)
The lining is made from multiple bandanas combined together
A military jacket decorated with patches and studs (both 36,000 yen)
In addition, a logo print T-shirt (8,900 yen) incorporating the brand name will also be on sale. The item features a black background with the word "BLEACHER" standing out in white, and has been washed for a casual look. The different textures and colours of each item are one of the charms of secondhand and remade items.
This project will start as Mitsukoshi Isetan's own ONLY MI project.
The mainstream, symbolized by normcore and fast fashion, is characterized by impersonal, unassuming, and mass-produced clothing. "Alternative Culture" is a movement that seeks to create a completely opposite culture, using keywords like "small-batch production" and "no categories" to counter this trend. The event will feature items inspired by this new trend, which is expanding worldwide. According to the buyer in charge, "We named the event 'Alternative Culture' because it refers to the 'other' side of the establishment, not like the 'alternative rock' of 1990s bands. We also created a brand to represent this, named 'BLEACHER,' to convey the meaning of breaking down existing concepts and creating something new and valuable."
Repro Leather Jacket (49,000 yen)
The lining is made from multiple bandanas combined together
A military jacket decorated with patches and studs (both 36,000 yen)
In addition, a logo print T-shirt (8,900 yen) incorporating the brand name will also be on sale. The item features a black background with the word "BLEACHER" standing out in white, and has been washed for a casual look. The different textures and colours of each item are one of the charms of secondhand and remade items.
This project will start as Mitsukoshi Isetan's own ONLY MI project.
