Modern men's wear is becoming increasingly segmented to keep up with the diversifying times. However, the more segmented it becomes, the more important the "authentic" and "genuine" becomes. If you're looking for the latest in contemporary "authentic" wear, born from a fusion of tradition and modern heritage that transcends time, generation, and gender, then look no further than the 7th floor of Isetan Shinjuku Men's. This fall, marking its 15th anniversary, the 7th floor of Isetan Men's, formerly known as the "Authentic Casual" floor, boasting timeless and essential sportswear and casual wear, has undergone a bold redesign to become "Authentic Wear." In keeping with the essence of modern fashion, which seamlessly mashes together elements of country, era, gender, and style, the newly redesigned floor offers a truly contemporary look, from authentic vintage to authentic clothing, suitable for both work and leisure.


This season, Shibata Nobutomo, the buyer in charge of this floor, is strongly promoting the navy blazer (navy jacket), a prime example of authentic clothing.

Depending on the size and coordination, the navy blazer can be worn in a traditional, modern, or even street style style. Its borderless, all-purpose appeal is once again brought home by Brooks Brothers, the king of American traditional clothing, Engineered Garments, a modern heritage brand, and Cantata, which evolves authenticity with its outstanding taste and uncompromising attention to detail. All are genuine "authentic" items.

So this time, we would like to focus on the highlights of this floor that has evolved into "authentic wear" and the "thoughts" of buyer Shibata behind the scenes.



"This 'Authentic Casual' floor has a long history and tradition, but in the fall of 2017 we redesigned it to better capture the brand's unique worldview, which was very well received by fashion-conscious young customers. So, while maintaining the timeless and ageless concept of this floor, we examined what 'authentic' means to reflect the times more. We thoroughly explored the question, 'What is it that people really need right now?'



In fact, Polo Ralph Lauren on the 7th floor of Isetan Men's is exclusively selling an ultra-limited "upcycled" collection, with only 32 pieces available worldwide. Next spring, Levi's, the "everyone's favorite," will be releasing "something no one knows," also with an upcycled theme.