An event titled "MY NEW YORK LIFE AT ISETAN MEN'S" has opened at the event hall on the 7th floor of the main building of Isetan Shinjuku. It showcases the latest in New York men's fashion and lifestyle, drawing on "good old American culture" and "American tradition." It runs until November 25th. The venue, supervised by the Ace Hotel New York in Manhattan, known as the cultural hub of New York, follows the hotel's unique aesthetic. Rather than being a luxury hotel, the Ace Hotel evokes the feeling of enjoying apartment life in New York style. Every night, fashion-conscious people gather for conversation at the lobby bar, and there's a souvenir shop displaying works by local artists. Items are from popular New York brands. OVADIA & SONS, founded in 2010 by the Ovadia brothers, who grew up in New York, will offer jackets (136,000 yen) and shirts (30,000 yen) that offer a modern take on classic American culture. SCHOTT, founded in New York in 1913, is known for producing the world's first zippered motorcycle jacket in 1928. This event will also feature vintage items, such as a camouflage motorcycle jacket (110,000 yen). BLACK FLEECE by Brooks Brothers will offer an original shirt with customizable buttons (19,000 yen; custom buttons cost 1,500 yen per button). This is a world first for the brand. Meanwhile, the latest in New York fashion will also be featured. RAG & BONE, currently a popular brand at New York Fashion Week, will be selling an M-65 jacket (¥99,000) and a knitwear (¥37,000). Saturdays Surf NYC, a surf-inspired shop that opened in Manhattan's SoHo district in 2009, has been garnering attention not only from surfers but also from street fashion enthusiasts. A gray sweatshirt (¥13,000) with "NYNY" written in white on the front is exclusive to the store. In addition to fashion, New York's food will also be featured at the event. Popular cupcake shop Magnolia Bakery and Harney & Sons, a tea maker that supplies luxury hotels in Manhattan, will also be available.

Shortly after opening on the first day, customers lined up to buy Magnolia Bakery cupcakes.