UNITED ARROWS has announced its new brand, EN ROUTE. A fashion show and public event will be held on September 6th to coincide with the launch. EN ROUTE is a brand that proposes new urban values to trend-conscious, first-forward thinkers. The name means "on the way" in French. Based on the concept of "WEARABLE TOKYO," the brand offers a new lifestyle that expresses "Tokyo today," centered around fashion and sports. The lineup features simple urban casual wear and running wear. The concept embodies "EN ROUTE: riding the wind, laughing at the sun, grasping the ground, walking, pedaling, running, all on the way, without taking a car, taxi, bus, or train." Keywords for women's wear include healthy, sexy, mannish, modern, simple, and chic. Using a color palette of black, white, navy, and gray, the collection offers casual coordination that avoids looking boyish. Feminine items accentuate a "subtle, grown-up aesthetic." Meanwhile, the men's collection evokes an independent, simple, modern, and chic aesthetic. Monotone colors and playful materials create a sophisticated athletic style. Selecting a cool neck instead of a V-neck for a knitwear piece offers a subtle, nuanced look. A street fashion show celebrating the debut will be held as part of the shopping event "FASHION'S NIGHT OUT 2014" on September 6th. Models dressed in the 2014-15 Autumn/Winter collection will be spotted throughout Omotesando, Aoyama, and Harajuku. Additionally, "EN ROUTE THE SNAP UP," an open-to-the-public event, will be held, where participants can use a smartphone app to find and photograph the show's models. The photos will be judged by Hirofumi Kurino, who is in charge of creative direction at United Arrows, and Masachika Numata, creative director of EN ROUTE, and will be purchased for 1,000 yen each. When a photo is purchased, you will receive a notification and can collect cash from a "cashier man" on the street.
The event will be broadcast live online so that those who cannot attend on the day can enjoy the world of EN ROUTE.
[Event Overview]
EN ROUTE THE SNAP UP
Venue: Omotesando, Aoyama, Harajuku
Date: September 6th
Time: 18:00 to 21:00 (17:00 to 22:00 for FASHION'S NIGHT OUT 2014)
