Docomo's "Ie Love Zoku" advertising series, showcasing family ties, is collaborating with Isetan. The pop-up event, "PRODUCT FAMILY: The Bonds of Family Connected by Creators," will run until August 4th at Center Park/The Stage #5 on the fifth floor of the Isetan Shinjuku Main Building. A highlight of the event is the pre-release of "Ie Love Zoku KAZOKU no TENUGUI" (10 designs), a new tenugui collection using the traditional "chusen" dyeing technique, in collaboration with tenugui manufacturer Kamawanu. The lineup ranges from edgy, graphic art to chic designs featuring kanji characters. Masaru Suzuki has created tenugui towels with a lion motif, which represents the family life they lead as a group. The designs show a family of lions relaxing leisurely, while a male lion is setting off on a journey, as he must leave the group once he reaches adulthood.

Other designs include a tenugui designed by art director Yoshie Watanabe for a busy mother, one by SANDWICH to encourage fathers, one by Risa Fukui for grandmothers, and one by Katsumi Asaba for grandfathers.

Ie Love Zoku will also be selling a variety of original items based on the theme of "family," which it has created in collaboration with various manufacturers. The products on offer include the "Ie Love Zoku KAZOKU no OHASHI" five-piece set (3,000 yen), which was created in collaboration with vegetable sweets specialist Patisserie Potage and Sakai Sangyo, the "Ie Love Zoku SOAPSET" (3,000 yen), which was created in collaboration with Tama no Hada Soap and Nishikai Touki, and the "Ie Love Zoku FIRST AID BOX" (5,800 yen), which was created in collaboration with Gakunan Woodworking Chamber of Commerce and Ura Kogyo.