"JAPAN SENSES" was launched by Isetan Mitsukoshi in 2011 with the concept of rediscovering Japanese manufacturing that is world-class and proposing new value that cherishes tradition and technology.

In preparation for JAPAN SENSES, which is now in its fifth year, buyers working on Isetan Mitsukoshi's private brands for women's and children's clothing headed to Setouchi this fall.

Items created in collaboration with Setouchi, a region of Japanese manufacturing that Japan is proud of, will be available at "JAPAN SENSES ~find, SETOUCHI BLUE~" (March 30th to April 5th). Here are some of the items:

■ Edgy denim jackets and denim pants from "1411"

Contemporary street brand 1411 (One For Eleven) has released edgy denim jackets and denim pants. This item was created in collaboration with 241, a factory located in Kojima, Okayama, the holy land of denim. 241 has produced 15,000 styles and 3 million pairs of jeans and knows denim inside and out, which is why even the distressed look exudes a certain elegance.



■LUGHA creates denim pants with a modern feel using original processing

LUGHA, whose concept is "clothes that speak to the wearer," has created denim pants with a modern feel using original processing. We have collaborated with Iyu to Ri18 and 241, workshops in Kojima, Okayama, to create distressed and washed denim pants. They have achieved a high-quality design using delicate techniques, such as sewing lace and leather onto the distressed parts of the processed denim. Check out this denim lineup that is unique to the Setouchi region.



■Ready for the Weekend is a shirt hand-dyed with Awa indigo

It's important to be sophisticated even in your everyday life. "Ready for the Weekend" is aimed at women who seek a style that is uniquely their own. The brand offers elegant and gorgeous items hand-dyed with "Awa indigo" produced in Tokushima. The shirts change color and texture the more you wear them, allowing you to enjoy the process of making them your own. The brand has also collaborated with "TOKYO DRESS," which has incorporated "Awa indigo" into its collection since 2015 and has an ambivalent charm that is both urban and folklore.



■ LIFE & STYLE offers denim wear for everyday use

LIFE & STYLE, which offers standard items for mature women, has collaborated with Kaihara, Japan's top denim mill located in Fukuyama, Hiroshima. Kaihara started out producing Bingo Kasuri fabric, but shifted to denim production in the 1960s, and its denim fabric has been praised by top brands around the world. Carefully sewn from Kaihara denim fabric, these comfortable dresses and denim pants are perfect for everyday wear.



Other items on display include pile parkas made from Imabari pile fabric, and denim tote bags in collaboration with RDF, a popular upcycled design that makes use of recycled materials.

To rediscover the charm of the Seto Inland Sea, head to JAPAN SENSES.

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