SHINOLA DETROIT, an American design brand making its first appearance in Japan, is holding a pop-up event until June 6th at The Stage on the first floor of the main building of Isetan Shinjuku. The pop-up, held to commemorate the brand's debut, is titled "AMERICAN LUXURY, DEFINED BY AMERICAN CRAFTSMANSHIP" and features a lineup of limited-edition items, including select women's watches and leather items, as well as limited-edition items that will only be available at the pop-up. Limited-edition items include the "Brakeman Watch" (¥180,000), featuring one of the brand's signature cases and a dial featuring a monumental, authentic coin. Also featured is the "Jackie Robinson Watch" (¥225,000) from the limited-edition "Great American Series" watch collection, a special package (gift box containing a mini pennant, customized scorebook, postcard, and three pin badges) in honor of Jackie Robinson, the entrepreneur and America's first person of color to play professional baseball. The brand's artisans also made an appearance at the event to demonstrate leather goods production. A free embossing service will be available for journals and select leather goods. The social media-linked printer service, "PICSPOT PRINTER," will be available during the event. By posting a tagged photo on social media with the hashtag "#myshinola," you can print it in the brand's original photo frame.

In addition, on May 31st, the same day as the pop-up, a permanent shop opened in the Authentic Casual section on the 7th floor of the Isetan Shinjuku Men's Building. The store also offers the popular "Willard Watch Service" in the US, which allows you to freely choose your preferred watch head and strap, as well as a free embossing service for some items.