TRANS CONTINENTS, whose creative director is stylist Hiroshi Ozawa, opened a shop in the Ginza Belvia building on October 1st.

The store, located next to the elevator on the third floor, is approximately 76 square meters. The interior, which is modeled after an airport lounge, is furnished with Herman Miller chairs, creating a space where customers can relax and shop. A row of circular lamps featuring the brand's iconic globe motif hangs from the ceiling, and on the wall beyond them are bags bearing the brand's iconic logo, which was all the rage in the 1990s.

The target audience is men and women in their 30s who remember the heyday of TRANS CONTINENTS in the 1990s. Under the motto of "Tokyo Jet Setter," the store supports the lifestyles of people who skillfully utilize transportation options like bicycles, buses, subways, and airplanes to actively enjoy both work and play.

"Because the building itself is home to a collection of men's-focused shops, the store is split 70% between men's and 30% between women's, but we've also created something that couples and married couples can enjoy. As a suit-specializing company, we've positioned this as a new business model, so we've purposely reduced the variety of suits and stocked "business casual wear" that can be worn on weekends. Since we also carry purchased accessories, this is the company's first attempt at opening a store as a "select shop,"" said a Haruyama Shoji representative.

The lineup of accessories includes suitcases and passport cases, as well as compactly foldable waist pouches and tote bags. We also have a wide selection of items like scarves, watches, and notebooks, catering to both business and casual needs. "For our first store, we took into consideration the luxury and stately feel unique to Ginza, and were conscious of creating a balance between the interior and the products so that they wouldn't stand out. Within the theme of a 'mobile office,' we've fully utilized Haruyama Shoji's strengths in men's clothing, offering highly functional items, such as washable pieces, at reasonable prices. We also wanted to 'propose something beyond the suit,' so we broke away from the traditional rules of a suit and created a lineup that allows customers to enjoy playful combinations. I think I was able to effectively reflect my experience as a stylist," says Director Ozawa. Following the opening of this store, TransContinents plans to open six more stores this season, including the AEON Mall Kyoto Katsuragawa store on October 17 and the Lalaport Osaka Izumi store on October 30. The company aims to expand to 75 stores in five years, with annual sales of 10 billion yen.