Yamato, founded in 1917 as a kimono shop, and Isetan, also founded in Sotokanda in 1886, are collaborating for 100 years to create Isetan Men's. An event is currently being held in the promotion space on the first floor of the Isetan Shinjuku Main Store Men's Building until July 5th. The "Y.I & SONS" yukata, available exclusively at the event, combines the Yamato founding family crest, "crossed hawk feathers," which is also the logo of Y. & SONS, a men's kimono tailoring shop opened by Yamato next to the Kanda Shrine torii gate in March last year, with the "three kashiwa" family crest of Isetan's founding Kosuge family. The crests of both families were woven into a single bolt of fabric. The pop-up shop was designed by interior designer Kazuya Sasaki, who also worked on the interior design of "Y. & SONS." Stylist Tsuyoshi Futamura will be showcasing Western-inspired outfits using items selected from the Men's Building. In addition to yukata, men's summer kimono styles, including linen kimonos, will be displayed on the first floor of the Men's Building. "In addition to our shared ties as a kimono shop founded in the same Sotokanda area, our company also once considered expanding into the department store business, so this pop-up shop is significant in the sense that it allows us to reach out to the world," said Takayuki Yajima, Director and General Manager of the Business Creation Division at Y. & SONS. "Rather than creating a unique and eclectic look, we have selected a wide range of items from Isetan Men's Building, including hats, clutch bags, totes, scrolls, and rings," Futamura said. The buyer in charge also commented, "In this day and age, it seems pointless to separate Japanese and Western styles, so we wanted to propose a yukata style that blends Japanese and Western styles, as seen here."