Located on a back street off Antique Street in Minami-Aoyama, Tokyo, natural light reflects off the high, exposed concrete walls at the end of the alleyway, creating a dazzling atmosphere. BLAMINK Tokyo, which opened on October 22nd, has already garnered buzz on social media timelines from stylists and other fashion enthusiasts, despite not even having a website yet.

Soft light pours into the two-story, 265-sq.-meter store, creating a luxurious space displaying products in a relaxed atmosphere, meticulously designed like a museum. The nearly five-meter ceiling on the second floor, white beams, iron window frames, and steel-and-glass showcases add character to the otherwise inorganic space. Music transcending genres and eras, playing from vintage speakers along the wall, evokes a magical time.

BLAMINK was launched by Misako Yoshitake, the designer behind DRAWER, who stepped down from her position as director after 13 years, and now serves as the new creative director and chief designer. Operated by Designs, a United Arrows subsidiary established last year, the brand maintains a distance from consumer fashion and embraces the concept of sincere craftsmanship, centering on the theme of "pursuing the true value of clothing." The brand's debut collection, the 2016-17 Autumn/Winter collection, and its upcoming 2017 Spring/Summer collection, will be sold exclusively at the Minami-Aoyama flagship store. The store, chosen for its "square, high-ceilinged building on a quiet street off the main street," coincidentally sits across from Chrome Hearts, another United Arrows group company. The store design was handled by Masamichi Katayama of Wonderwall. The first-floor floor pays homage to the Le Corbusier-designed Brasil Student House at the Cistern International University of Paris in southern Paris. The book corner under the stairs is lined with vintage volumes by Elworth Kelly and Mark Rothko. The second-floor sofas are Poul Kjaerholm's PK31 and PK61 tables. The JBL Paragon speakers play a wide range of music, from '80s new wave acts like Talking Heads and OMD to classical music like Erik Satie and jazz. The music selection is handled by Shinichi Osawa, who, like Katayama, has known Osawa since his days at Drawer. The store's meticulous design, such as Chilly Gonzales' edited version of a Gainsbourg song incorporating Vlaminck's words, is in keeping with the brand's concept. Yusuke Nakajima of post is in charge of the book selection, and Yoshitake's personal tastes are embodied throughout the store. The clothing lineup centers on original pieces, brimming with Yoshitake's passion. This fall/winter collection features authentic pieces, including Liberty print velour, flannel suits from the UK's Fox Brothers, and other British tailoring pieces. Cashmere knitwear, thermal pullovers, cable knits, high-density cotton blouses, camel coats, chinos, and denim—all authentic pieces "tuned to the mood of the times." The store offers "quality clothing" made with precision craftsmanship using fabrics that "elevate a timeless, traditional mindset," as well as silk, cashmere, mohair, and other materials. The store also offers custom-made dresses and tailoring services. This fall/winter collection includes shirts by CHARVET, bags by J&M Davidson, shoes by F.LLI Giacometti, knitwear by Barrie, accessories by Marie Helene de Taillac, biker jackets by Scye, and oiled jackets by Barbour. These pieces are carefully selected by "visible makers." The brand's look card quotes a phrase by Romanian sculptor Constantin Brancusi: "What is truly real is not the visible form of things, but the essence hidden within."

Yoshitake's aesthetic sense, highly acclaimed by fashionistas overseas, and the international luxury feel that could be said to be the essence of "cool" created by creators who could be said to be the first generation to make Japanese subculture recognized overseas, are conveyed through the pride of the "clothing store" that quietly emanates from the backstreets of Aoyama.

Text: Noda Tatsuya