Sanyo Shokai's "100-Year Coat" special sales area, "Pride in Every Stitch," will be open on the first floor of the Isetan Shinjuku Main Store Men's Building from November 12th to 25th. Based on the two themes of Isetan Shinjuku Main Store—"Trench Mania" and "Innovation"—the area focuses on stitching, as the title suggests. Sanyo Shokai, which has its roots in the coat industry, has combined the sewing techniques of the 100-Year Coat, a culmination of its expertise, with embroidery art by Ryo Matsuoka, an artist active both in Japan and overseas, to express an innovative worldview. The area will feature the double-breasted trench coat (¥89,000) and Balmacaan (stain-collar) coat (¥78,000), both synonymous with the 100-Year Coat. Matsuoka's embroidered art coats and embroidery works will be on display, and Matsuoka will also be demonstrating sewing machine art at 11:00 AM and 2:00 PM on the 22nd. Videos of manufacturing in factories and weaving shops are also shown, allowing visitors to experience each stage of the manufacturing process. Customers who purchase during the period can also enjoy a button customization service (fees apply for buttons and repairs). The 100-Year Coat was created by Sanyo Shokai, which celebrated its 70th anniversary in 2013, in response to its desire to create something that would symbolize the company's newly formulated tagline, "TIMELESS WORK. Let's make truly great things." Using carefully selected domestic materials, the coat embodies "manufacturing that is committed to the skills of Japanese artisans," and will be available in two styles for men and three for women in 2014. A video has also been produced. The company also offers a "100-Year Owner Plan" that provides information on maintenance and aftercare, as well as individual consultations. Over 30% of purchasers sign up for the plan.