A pop-up showcasing ATON's 2019-20 Fall/Winter collection will be held at the Urban Closet Promotion on the second floor of the Isetan Shinjuku Main Building from September 4th to October 1st.


ATON offers true standards that only adults with established personal style can pull off. They specialize in the art of form and comfort, with pieces that are comfortable yet lustrous, crisp yet lightweight.

This season's pop-up store at Isetan Shinjuku, which has become a seasonal tradition, offers a particularly robust lineup of coats. The collection includes an alpaca fleece series brought back from Peru, which serves as inspiration for the collection, as well as a wide variety of outerwear made from the brand's original materials.

"Pure Camel Napping Colorless Coat" (140,000 yen)
Among these, our top pick this season is the "Pure Camel Napping Colorless Coat" (140,000 yen), a pure camel napping-processed coat. Napping is a technique that applies the right temperature to brushed fabric and then applies pressure and friction from above with a specially textured rubber friction plate, entangling the fibers and creating a special wavy, ball-shaped, or spiral-shaped surface. This original ATON material is characterized by its unique, ball-shaped, uneven fuzz balls and prevents shedding.

This pure camel napping material has been tailored into a coat with a simple silhouette, featuring tanned leather piping from the collar to the hem, making it a timeless coat for adults. Normally only available in camel, a black pure camel napping coat will also be available for this pop-up.