On March 7th, SAZABY LEAGUE reopened the second and third floors of Flags, a shopping mall directly connected to the southeast exit of JR Shinjuku Station. In addition to the complete renovation of existing stores, two new stores under the SAZABY LEAGUE umbrella, ELFORBR and Afternoon Tea LIVING ReMIX, have opened on the third floor.
ELFORBR is a women's brand born in London and inspired by working women in Brooklyn. The brand's image of a typically British "handsome woman" is enhanced with a relaxed femininity, and press representative Mika Onodera said, "We want to propose a new style that is traditional but not too strict, incorporating a trendy feel." "30% of the items are miscellaneous goods purchased domestically and internationally, while the remaining 70% are original clothing, 30% of which are pants, the brand's iconic style. Each style comes in a wide variety of materials, colors, and patterns. Patterned pants, sheer shirts, and color-on-color coordination are trendy for spring/summer 2013. Trendy neon colors can be used as accent colors, peeking out from a thin belt or the hem of a knitted sweater, to create a sophisticated look," he says. The main price ranges are 4,000 to 6,000 yen for cut-and-sew tops, 6,000 to 8,000 yen for shirts and blouses, 8,500 to 10,500 yen for pants, and 9,000 to 12,000 yen for dresses. The store also features relaxing spaces, such as a tea stand modeled after a Brooklyn cafe, gallery, and shop, with the aim of creating a space where people naturally gather and exchange cultures. Also opening on the third floor is Afternoon Tea Living Remix, a new business concept born from Afternoon Tea Living. Based on the theme of "Fusion of Old & New," the store offers a lifestyle that transcends time and taste, combining traditional and modern, natural and colorful styles, for both men and women. "In addition to handling large furniture, we've expanded our selection, primarily of imported items," explains Katsura Hatsushika, press manager. "We've introduced over 10 new brands, selecting antique furniture, artwork by creative artists, Western books, and food that fit the Afternoon Tea Living worldview with our unique aesthetic sensibility." Opening-only items include "Tea for One," a redesign of classic tea utensils by the British company Snowdon Design & Craft, and "Timoneto," a limited-edition collection of popular distressed fabric cushions in adult colors. The bright, sunny, over 80-square-meter store is designed to resemble living rooms, dining rooms, and kitchens, allowing customers to choose products while experiencing everyday life. The store plans to offer a variety of in-store experiences, including tastings and samplings. Additionally, the agete, NOJESS, SAZABY, CAMPER, And A, allureville, AMERICAN RAG CIE, and bijiness by SAZABY shops on the second and third floors will also reopen on the same day. The interior of And A, designed by Moment, the design firm behind the Issey Miyake brand, creates a more chic atmosphere than the brand's previous stores. Furthermore, a display window has been installed at the second-floor entrance, further enhancing promotional impact. In the Shinjuku area, the Isetan Shinjuku store and Barneys New York Shinjuku store near San-Chome reopened on the 6th. Furthermore, through service between the Tokyo Metro Fukutoshin Line and the Tokyu Toyoko Line is scheduled to begin on the 16th.
