Isetan Shinjuku is proposing a new wallet concept with its "CULTURE & ART WALLET," which combines Japanese wallet sewing techniques with art and culture.

Currently, luxury brands such as "GUCCI" and "PRADA" account for 90% of total wallet sales, with the remaining 10% coming from the wallet section. In response to the trend toward a preference for decorative and colorful designs, and the increasing number of Japanese women interested in culture, the store's wallet section has collaborated with artists to create wallets with a new approach.

The first project involves collaborations with three "trending Japanese artists." This project involves treating wallets as canvases and applying their own unique designs. Art director Chie Morimoto, who has worked on a wide range of projects including advertising, spatial design, and film and music artwork, has created the original illustration "goen° Mandala," while food artist Ayako Suwa, whose work focuses on conveying the value of food, has created a transfer print of artwork using vegetables. Artist Chiaki Kohara, who performs live painting activities across the country, has created an all-over cat illustration.

Not only has the design been carefully crafted, but the stitching has also been carefully considered. Two types of long wallets are available for each, and all are priced at 26,000 yen.