The first concept store for CONVERSE TOKYO, a new brand launched by Converse Japan in collaboration with Melrose, is located at 1F FROM-1st, 5-3-10 Minami-Aoyama, Tokyo. Ahead of its grand opening, we took a sneak peek inside the store to learn more about the store, from the limited-edition items and the thoughts of the staff. The approximately 54-square-meter store is designed around the concept of "a shop that conveys the latest in Tokyo." The store will offer a full collection of Japan-made denim, cut-and-sew items, sneakers, outerwear, dresses, bottoms, hats, bags, and accessories. At the time of opening, the store will feature 30% men's and 70% women's items, including designs featuring the brand's signature star print and studs, camouflage coats, 1970s-inspired fringe knitwear, and denim baggy pants, representing the debut collection's 2015-16 Autumn/Winter collection. Also on sale are limited-edition fringed sneakers (¥23,000) to commemorate the store's opening.

In addition, a collaboration collection with stylist Takashi Kumagai has been released to celebrate the store's first participation in "Vogue Fashion's Night Out 2015," which was recently held mainly in Omotesando. In addition to a hoodie (¥18,000) and a sweatshirt (¥18,000), the T-shirt (¥8,800) currently available in stores features a print that combines Converse's iconic 1970s logo with African batik patterns, expressing a new value that transcends "past" and "future."

The store plans to continue collaborating with designers, illustrators, and creators based in Japan to release capsule collections that emphasize unique Japanese values. Regarding the store's location, a Converse representative at Melrose commented, "We want to take advantage of the unique characteristics of this street (Miyuki-dori, Aoyama, Tokyo), which is lined with luxury brand shops, to attract highly sensitive people of all ages. Our prices range from 6,800 yen for a tote bag to 120,000 yen for a fur coat, catering to the demand for 'Tokyo souvenirs,' and we hope that people of all ages will recognize our store as a place where they can gain new Japanese values every time they visit." He also revealed that they are planning to open multiple stores in Tokyo next spring.