SAZABY LEAGUE Co., Ltd. (headquarters: Shibuya-ku, Tokyo) will launch a new brand, "ELFORBR," next spring. The "ELFORBR Shinjuku Flags Store" will have its grand opening on Thursday, March 7, 2013.
The brand will focus on original women's wear, as well as lifestyle and fashion accessories purchased from Japan and overseas. Prices range from 1,500 to 8,500 yen for cut-and-sew items, and from 8,000 to 19,000 yen for dresses and jackets. Aiming for early sales of 5 billion yen, the brand plans to open approximately 30 stores over five years, primarily in train station buildings and fashion malls in central Tokyo.
The brand concept is "Trad meets Trend." It offers effortless trad, allowing mature women to relax and enjoy traditional style. The target audience is active women in their late 20s to 30s. The brand name "ELFORBR" is an abbreviation for "ENGLAND FOR BROOKLYN," and is inspired by a Londoner who grew up surrounded by the traditional British lifestyle and now lives in Brooklyn and works in New York.

The shop is designed to be a community-like cultural space where people can drop in casually, similar to the cafes and galleries found in Brooklyn, and tea service is also planned for customers.

Regarding the opening of its first store in the Shinjuku area, the company commented, "With the redevelopment of the area around the station, Shinjuku is evolving into an even more fashionable district, with the fusion of fashion and electronics and street fashion shows. Shinjuku, a diverse city where tradition and modernity coexist, overlaps with the worldview of Brooklyn, a popular city where various cultures come together and attract the attention of fashionistas." The model for the key visuals, which were shot in Brooklyn, is Lindsay, a Brooklyn resident who works at STANLEY & SONS, a bag and apron brand well known for appearing in New York features in Japanese magazines, and the filming crew is made up of Japanese female creators.