Starting March 25th, items made with "majotae," a hemp fabric developed by Avex over three and a half years, will be available on all floors of the Isetan Shinjuku Main Building and Men's Building. Yohji Yamamoto, mame, mina perhonen, and KEITA MARUYAMA will be showcasing limited-edition items showcasing the charms of this ancient Japanese fabric. Yohji Yamamoto has created a new pattern for a long-length blouse (56,000 yen) with a feminine silhouette. The front tucks of the blouse feature majotae, highlighting the material's texture. For men, Majotae has revived a monotone jacket (120,000 yen) with a panel design that was well-received in the 1987 collection. The jacket is styled with sarouel pants (¥60,000), which have been popular for several seasons, creating a look that connects the past and the future with Asoyo as the core. Designer Yohji Yamamoto also shares Asoyo's concept of "connecting tradition to the future," which led to the creation of this limited edition item.

Mame has created three items that make use of the sheerness of linen: a tunic (¥71,000), a top (¥38,000), and a dress (¥75,000). The front of the dress is embroidered with a lily of the valley motif, which was also used in the 2014-2015 AW collection. Designer Maiko Kurokawa has presented collections inspired by traditional techniques from across Japan, which led to this collaboration.

Keita Maruyama has created two dresses (starting at ¥85,000) and one scarf (¥33,000) with Asoyo. Designer Keita Maruyama commented in the store's official video, "Linen is a material that provides warmth while also providing a cooling sensation. To take advantage of this environmentally friendly material, I wanted to create an item that feels close to the wearer's skin, so I designed a shirt dress with a silhouette that molds to the skin with each wear."

Mänä Perhonen has designed a newborn swaddle (20,000 yen) and hat (15,000 yen) using Aso-mä. They feature Minä Perhonen's signature "forest parade" lace, featuring a series of bird and flower motifs. Both pieces feature soft Aso-mä for the inner lining, which touches the baby's skin, and organic cotton for the outer lining. Two women's items featuring the same motif have also been created: a dress (65,000 yen) and a blouse (38,000 yen).

From April 1st to 6th, the store's main building's 7th floor event hall will host "Aso-mä: A Fabric Forgotten by the Japanese." The exhibition will convey the charm and future possibilities of Asayo through a precious collection of natural fabrics, fashion items, installation art pieces, and more.