Isetan Shinjuku will be hosting "<&ISSUE> VOL.2" from March 23rd to April 5th at Prime Garden on the 4th floor of the main building. Prime Garden, an independently curated store, has welcomed stylist Yuriko Ii as director of the <&ISSUE> project, which explores the definition of "modern masterpieces" while also examining the issues that lie between fashion makers and buyers. The second installment will feature items designed to enhance everyday life, regardless of the season.
Items carefully crafted by artisans will be available from late March through the summer. To kick off the project, we collaborated with lifestyle brand <Échapper> to create the brand's first white series, which will be available for presale at this event. The XXS size pajamas will be available exclusively at Isetan Shinjuku.
Project Background
For the first installment, <&ISSUE> VOL.1, we experimented with a "made-to-order" sales method as the core of our planning. This system prevents excess inventory. However, we realized that made-to-order can lead to various problems, depending on each brand's production background, such as excess purchased fabric, a lack of profit from factory operations, and a heavy burden on the manufacturer. Based on what we learned from this first installment, for the second installment, <&ISSUE> VOL.2, we decided to extend the period for purchases at Prime Garden stores and our online shop, and to establish a system for the slow and faithful delivery of the produced inventory. By combining "long-term sales" and "made-to-order," we aim to create products that are close to the makers. This project will explore not only the momentary sense of elation, but also the joy of fashion that lasts, by listening to the mechanisms of production and the concerns of the creators, and exploring new ways of shopping.
A Focus on "White"
Prime Garden, based on the concept of "new luxury," and stylist Yuriko Ii wanted to propose a world of white that is distanced from information and decoration, and where the body itself feels comfortable. A white that resets the day and makes you feel like "it's starting again." The linen pile towels are a soft shell white. The Suvin cotton pajamas are a pure white with no impurities. The bed linen is even whiter than the pajamas, a snow white. Enjoy various shades of white.
"Pre-sale at Isetan Shinjuku Store" White that resets your mind
*XXS size is exclusive to Isetan Shinjuku Store
The original fabric is woven at a high density using fine threads made from hand-picked cotton, and is as soft as silk. Its structure minimizes the surface area that comes into contact with the skin, making it comfortable and dry to wear. The straight silhouette gently wraps around the body, making it suitable for both men and women. It comes with a case made of the same material, perfect for packing when traveling. The XXS size is available exclusively at the Isetan Shinjuku store.
(Left) <Échapper/Echappé> Mini towel 6,600 yen (H37.5 x W34 cm / 93% linen, 7% cotton)(Right) <Échapper/Echappé> Face towel 11,550 yen (H75 x W34 cm / 93% linen, 7% cotton)
(Left) A mini towel is handy to keep in your bag. Even if it gets dirty in an unexpected incident, if it's white you can just bleach it, so it's actually easy to care for. This linen towel is perfect for those who sweat easily when going out in the spring and summer.
(Right) The face towel is a great item to have around water. It keeps you comfortable. The loop at the center edge of the fabric makes it easy to hang on a hook, making it useful in a variety of situations.
(Left) <Échapper/Echappé> Body towel 36,850 yen (H159×W75cm / 93% linen, 7% cotton)(Right) <Échapper/Echappé> Bath mat 26,400 yen (H75×53cm / 93% linen, 7% cotton)
(Left) The body towel has a unique linen texture that is both stiff and flexible, and can be felt all over the body. It absorbs water well, so it won't rub against your skin or hair, and you can just wrap it around your body for a refreshing feeling.
(Right) The bath mat has a slightly thicker fabric than a towel. It quickly absorbs water from the soles of your feet, making the first step after leaving the bathroom feel great. It dries quickly, making it easy to use every day. New luxury starts from your feet.
Profile of Ii Yuriko
Stylist. Born in Tokyo. While studying clothing design at Bunka Fashion College, she became interested in the way her classmates presented their clothes, and while still a student she studied under stylist Sonya S. Park, learning about clothing and products of various origins. In addition to serving as an advisor for THE YARD, a brand that proposes kimonos that fit into modern life with the concept of "kimonos that create a new daily life that can be worn like a white shirt," in 2021 she launched the "+IPPO PROJECT" with editor Watanabe Kaori and freelance PR Hiroko Eda, a project to connect the positive power of fashion to social issues. As the first step, she collected beloved items from a total of 23 people and held a bazaar online and in pop-up format. A portion of the sales will be donated to "Yuzuriha," an aftercare facility that supports the independence of those who have left child welfare institutions, and other facilities, in an effort to raise awareness of social issues such as poverty and abuse.
About Échapper/Échappé
Échapper/Échappé is a home linen brand that pursues the beauty of materials and appearance. Responding to growing global interest in practical, healthy and honest manufacturing, the brand aims to put "what is good for society and the environment" into practice through simple and sophisticated designs and carefully crafted, high-quality products. The brand's identity also lies in its use of carefully selected original materials and botanical colours made from environmentally friendly plant-based dyes.
What is "PRIME GARDEN"?
This select shop on the 4th floor of the main building of Isetan Shinjuku is aimed at sophisticated women, offering suggestions for everything from fashion to lifestyle with carefully selected items from around the world, based on the theme of "What is a new luxury?", while adhering to the motto of "PRIME = high quality, GARDEN = an open space that enriches the soul."
◆Information◆
<&ISSUE>VOL.2
Wednesday, March 23rd – Tuesday, April 5th
Isetan Shinjuku Main Building, 4th floor, Center Park/The Stage #4
Isetan Mitsukoshi Online Store URL: https://www.mistore.jp/shopping/feature/women_f3/prime_andissue_w.html
*Sales on the Isetan Mitsukoshi Online Store will begin at 10am on Wednesday, March 23rd.
▶＜＆ISSUE＞Instagram: https://www.instagram.com/and.issue/
▶Prime Garden Instagram: https://www.instagram.com/prime_garden_isetan_shinjuku/
▶Prime Garden Official Account: https://www.mistore.jp/shopping/feature/women_f3/prime_w
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