Isetan Mitsukoshi has launched a new men's brand, "EADEM." The brand offers a lineup of items designed to help men enjoy comfortable fashion, based on the belief that "clothing that allows you to be comfortable and true to yourself at all times will enrich your life."

EADEM, which means "together, the same, equally" in Latin, embodies the brand's commitment to working closely with buyers and makers, striving to create products that share the same perspective. Items are comprised of three styles: elegant, work, and sporty. They combine comfort with trendy designs and a comfortable fit, and also feature functional materials suited to travel and climates.

The brand is produced by Isetan Mitsukoshi. A buyer at the company attributes the brand's creation to "changing customer demand for the men's casual wear floor." The buyer commented, "With the opening of the Men's Building, men have been able to enjoy expressing their 'masculine tastes' through products. At the same time, (looking at the entire men's casual wear floor) we've seen an increase in male customers seeking 'spiritual fulfillment' in their lifestyles. For example, when we see a man shopping with his female partner, the woman is increasingly making the right decision with her accurate opinions. We want to develop this brand into a brand that women will find appealing and make it a new casual wear offering at our group department stores nationwide. EADEM's core target is men who play multiple roles in society, such as boss, father, and husband, and we aim to continue to be a brand that proposes lifestyles." The brand's image is that of a globally minded, active worker who travels and travels frequently. These days, suits are increasingly being dispensed with even for business, and more relaxed styles are becoming the norm for casual wear. The brand is well aware of these market changes. The lineup includes items focused on comfort, such as jersey suits, shirt jackets, and 4-way stretch denim pants created in collaboration between Kaihara and Toray. The brand also pays close attention to the origins of its fabrics and sewing factories, such as its original gingham and striped shirts, produced in Nishiwaki City, Hyogo Prefecture, a major shirt-making region, and sewn at a factory in Tochigi. Going forward, the brand will continue to develop products in Italy, the mecca of men's fashion, and in western Japan, including Hiroshima, Hyogo, and Okayama. A sales representative said, "Our products focus on comfort, functionality, and design, including stretchy pants and jackets, and washed shirts that have a natural texture without ironing. These are items that wives will want to give to their husbands." The brand is available at 13 stores, including Isetan Men's, Mitsukoshi Isetan Group stores nationwide, and Isetan Malaysia, and is planning further expansion for the 2016-17 Autumn/Winter season. In the future, we will also consider expanding our operations to overseas stores.