The first-ever Japan launch event for MARTONE CYCLING, a bicycle brand created by renowned American socialite Lorenzo Martone, began on October 23rd at the West Park on the third floor of the Isetan Shinjuku store. The event runs until November 5th. The event features a lineup of city bikes that are more fashionable than traditional bicycles, featuring chains dyed red to match stylish biker shoes. The bikes come in five colors: black, white, gold, silver, and red, and are available in two sizes for both men and women. Martone Cycling launched in Paris in March 2013, and the following month, it was available at select shops such as collete, as well as New York's luxury department stores Saks Fifth Avenue and The Conran Shop. It's also known for its popularity among international celebrities. Lorenzo Marton, the man behind the brand, was born in Brazil. After earning an MBA, he moved to New York and entered the fashion industry, where he is active as a fashion PR and branding specialist.

On the first day of the event, an increasing number of male customers visited the women's clothing floor in search of Marton's bicycles, which were being shown in Japan for the first time.