London brand Simeon Farrar has opened a pop-up shop in the West Park/Promotion Space on the third floor of the Isetan Shinjuku Main Building. The shop will run until May 27th. This is the brand's first store at Isetan.
Designer Simeon Farrar, who worked as a painter for 10 years, is running a project called "reART," in which he prints and paints everyday furniture and accessories, transforming them into artworks and selling them. Based on the concept that "even mass-produced, uniform objects can be transformed into unique pieces through personalization," the brand reART is a project that repurposes these pieces. Until now, the brand has primarily sold its products in select shops in Japan.
Items on sale include a used trunk (50,000 yen) with the designer's own rainbow paint on the inside, and a T-shirt (15,000 yen) and tote bag (15,000 yen) printed with an illustration of "Kate Mouse," a parody of supermodel Kate Moss. The Kate Mouse T-shirt has the same design as the one given as a gift to those who donated over 20 pounds when the UK's Save the Children collected donations to support disaster victims in Japan in 2011.

In addition, T-shirts are also available with illustrations of animals such as ducks, rabbits, and dogs printed with humorous words that evoke the spirit of animal welfare. The prints are silkscreened and hand-printed one by one by the designer himself.