Italian outerwear manufacturer SALCO opened a pop-up store on July 2nd at the West Park/Luxury Stage on the 4th floor of the Isetan Shinjuku Main Building. This marks the brand's first full-scale expansion in Japan. The store will run until July 15th.

SALCO, an outerwear manufacturer with a wealth of expertise and technology, was founded in Tuscany in 1951. From its inception through the 1990s, the brand focused on producing raincoats, then began producing the company's core down coats. Around this time, the brand sponsored the Italian national football team.

In the 2000s, the company shifted its focus to women's downwear. With a motto of high quality, it is one of the few brands that has maintained its commitment to manufacturing entirely in Italy since its founding. A wrinkle-resistant, lightweight coat called "Wally," produced in 1962, is on display in the store.

The pop-up store offers three lines: "Basic," "Fashion," and "Luxury," with a lineup based on basic colors with earth tones such as beige and khaki added.

The brand pays attention to small details such as buttons, and uses the same textile materials as those used by major fashion houses. The down coats are characterized by designs made primarily from synthetic fibers such as nylon, with accents of leather and fur. The main price range is from 100,000 yen to 400,000 yen.

To coincide with the store opening, sales manager Isabella Zucchero and chief director Roberta Lippi Salvadori will be visiting Japan from the UK. "I thought Isetan would be the best place to start our expansion in Japan, but it didn't work out. This time the timing was finally right and we were able to start full-scale expansion in Japan. Our target audience is women who want to stay young and beautiful at all times, and we have items that can be worn by a wide range of age groups. Looking ahead, we would like to be able to offer items that meet requests from Japanese women," says Isabella.