Isetan Shinjuku, the department store with the highest yukata sales in Japan, kicked off two events on the 19th: one featuring men's yukatas designed by 10 male stylists, and the other featuring women's yukatas from four leading Tokyo brands. A pop-up shop featuring yukatas designed by 10 of Japan's leading stylists, including Atsushi Okubo, Fumihiko Okabe, Takashi Kumagai, Tomoki Sukezane, Tetsuro Nagase, Takeshi Futamura, Akio Hasegawa, Keisuke Baba, Koichiro Yamamoto, and Yasuhiro Watanabe, will be open on the first floor of the store. The venue will feature yukatas designed by each stylist, along with image photos of each stylist's styling. Last year, Isetan held its first event focusing on men's yukatas. Ten brands, including UNDERCOVER, White Mountaineering, and mastermind JAPAN, were featured. The event was a great success, with some items selling out on the first day, and this year marks its second year. All yukatas are ready-to-wear, priced from 39,900 to 81,900 yen. Obi sashes and geta sandals styled by each stylist will also be available for purchase. After the event ends, the event will continue in the kimono section on the 7th floor of the main building of Isetan Shinjuku.
In the kimono section on the 7th floor, yukatas will be sold in collaboration between Isetan and textile manufacturer HINAYA KYOTO and four Tokyo designer brands: THEATRE PRODUCTS, mina perhonen, FACETASM, and ANREALAGE. Yamaguchi Sota, stylist and director of the select shop MIKIRIHASSIN, was in charge of direction from materials to techniques, styling, and campaign photography. Additionally, Hinaya Kyoto's original brand "mitasu" as well as men's and women's yukatas and miscellaneous goods have been expanded in the space on display.
On the first day of the event, the 19th, 10 handsome male employees of Isetan Mitsukoshi held a demonstration wearing yukatas designed by stylists. At the opening, they greeted customers at the main entrance on the first floor. This year, the Kimono Department of Isetan Shinjuku aims to increase sales at the event on The Stage on the first floor by 20% compared to previous years, and 110% for all yukatas.
