Mitsukoshi Nihonbashi Main Store will be holding the "Sanyo Winter Coat Campaign" from December 4th to 10th. A ceremony was held before the store opened on the 4th, during which the Mitsukoshi lion statue was unveiled wearing a coat specially ordered by Sanyo Shokai.

Sanyo Shokai, celebrating its 70th anniversary this year, has created the "100-Year Coat" with the theme of "being loved by generations." This coat was specially ordered by the lion statue, which will turn 100 in 2014. Sanyo Shokai's designers and technical development team created the coat, meticulously crafting it with expert craftsmanship, from material selection to sewing and details. It uses the same materials as the items sold, such as high-density yarn-dyed gabardine and buffalo buttons with the original logo.

Since the two lion statues are different sizes, two coats with different designs were prepared. The neck circumference is 2 meters, requiring approximately four times the length of a regular coat. The front of the coat can actually be closed.

The unveiling of the lion statue was attended by Sanyo Shokai Managing Executive Officer Koji Jibiki and Isetan Mitsukoshi Managing Executive Officer Yoji Naka, General Manager of Nihonbashi Mitsukoshi Main Store, both wearing the "100-Year Coat." Jibiki said, "To mark our 70th anniversary, the entire company has launched various projects. This project could be called the flagship of those. Since Sanyo Shokai was founded as a coat manufacturer, we decided to create the '100-Year Coat.' It is a great honor to have the lion statue attend this year's 100-year-old celebration." Nakamoto added, "The lion statue is a symbol of Mitsukoshi, and I'm very pleased with the finished product. When I met with Jihiki, I heard about Sanyo Shokai's 70th anniversary, and when I mentioned that the lion statue would be celebrating its 100th anniversary next year, we began discussing the creation of the coat. The lion statue is old, so I imagine it would be cold, which led to the idea of having it wear a coat. I think only Sanyo Shokai could have made such a professional-quality creation. The lion statue is modeled after the one in Trafalgar Square in London, and a trench coat suits it well. I hope people will warm their hearts and bodies when they look at the lion statue. December is bonus month, so demand for men's coats is high, so we're aiming for 110% sales compared to last year." The lion statue wearing the coat will be on display for one week from the 4th.