The present day of Abahouse , as revealed by the flagship store.
Abahouse Harajuku, located along Meiji-dori between Harajuku and Shibuya, was renovated in the spring of 2017, and we caught wind of a change in the type of customers who frequent the store. The "abahouse" brand started in 1978 and has been around for 40 years, so the sudden change in clientele must be an indication of something interesting going on! So, we went to the store to interview them. What is the story behind the remodeling? What items does the store recommend? What is the charm of "abahouse Harajuku"? Here are some of the questions our buyer, Mr. Miyamoto, asked us.
This is a special store that is a guiding light for Ava House.
The space is clean, warm, and carefully designed to draw visitors into the world of Abahouse. The flagship store's greatest feature is its selection of not only original items, but also brands such as Maison Margiela and Lemaire.
Another unique feature of Abahouse Harajuku is that it has a café attached to it! If you need a break while shopping, you can relax in a hospitable space equipped with a power supply and Wi-Fi.
Surprising? Fresh? What items do you recommend at Abahouse Harajuku?
First, we picked up items recommended by ABAHOUSE Harajuku. Of course, we thought they would be ABAHOUSE originals, but what emerged were a number of unexpected items.
First up is a pair of wide pants, an original from Abahouse. They are elegant, yet have a streetwise flavor. The French select store "ARCHIVE 18-20," with which we usually interact, is said to be fond of these pants and buys them!
¥28,000+TAX
¥27,000+TAX
¥28,000+TAX
These wide pants were so popular when they were previously stocked in the store that they have been reissued in three new colors and patterns, and the two-tuck, loose-fitting silhouette and designs combining thick-ribbed corduroy, yellow-pane black watch, and gun club checks give them a fresh new look.
To my surprise, Brooks Brothers was also on the lineup! In recent years, "Abahouse" has been advocating a set-up or jacket and pants style rather than matching suits.
At the Harajuku store, they are proposing a new style of jackets and blazers with thicker bottoms like the ones introduced earlier under the jackets and blazers. Speaking of blazers, Brooks Brothers was selected as the brand to take on a new challenge in this bicentennial year.
Lastly, HOUYHNHNM's was also interested in this set-up from DE BONNE FACTURE. This brand was established by a designer from a certain maison with the desire to preserve French traditions. The materials, finishes, and craftsmanship are all made in France. Everything is made in France. This set-up has a fresh brown tone, and the silhouette is simple but very beautiful and elegant. In Europe, most of these set-up suits have tapered pants. However, this brand's pants are wide and loose. This is another unique and attractive point.
The Abahouse of today is packed into the Harajuku store!
Shota Miyamoto 〈abahouse〉 MD and Buyer
. First of all, please tell us how this "Abahouse Harajuku" was renewed last spring.
MiyamotoAbahouse has a long history of 40 years and is well known to many people. However, we were concerned that the image people have of the brand name "Abahouse" is not in line with what we have in mind today. We decided to rebrand the brand to offer a more modern style based on our original philosophy of "French mode. However, when we did so, the store's original look and product lineup were not in line with the original location. So, we decided to renovate it and make it our flagship store to present the new "ABBAHOUSE" brand! That's how it came about.
The impression has changed from the previous store attire. It also has a cafe.
MiyamotoTo be honest, I wasn't sure whether to introduce the café until the very end. However, I thought it was necessary in the sense that it would overturn the conventional image. It seems that many people are willing to drop in for a quick visit. It was also a gamble to eliminate the show window and create an eat-in space! Some people come in without thinking it is an apparel store (laughs).
As I looked at your recommended items, I thought that you have many selected items as well as brand original items.
MiyamotoIn the Harajuku store, 40% of the items are items that we purchased. We thought it would be interesting if we could express the deeper side of the "French mode" that Abahouse has in mind with these items. In the past, there were several buyers, and the items were purchased by American and European groups, as well as original items with a mixture of different tastes. However, in order to be more conscious of "French mode," I thought it would be better to strengthen items from European brands. Of course, there are some American brands as well, but it depends on how they are worn and how they are proposed. . We have items that give a clean impression, including originals.
Breaking the entrenched image!
So the brand's idea can now be properly expressed in the storefront.
MiyamotoThanks to this, we are getting new customers because of it. Many of the shoppers who enter the store also have shoppers from a different store than before. I would like to help people understand the "Abahouse" brand as it is today, even if only a little. It is an experimental place that was started with this in mind. . The fact that we have more new customers must mean that we are moving in the right direction.
. To be honest, I have a very different impression of the brand image.
MiyamotoUntil now, I was often thought to be too slim and tight-fitting.... I don't think people would have imagined Maison Margiela or Lemaire standing side by side in an ABBAHOUSE store (laughs). (Laughs). We are able to confidently express what the brand is thinking about at the moment in this store. . Even the originals have a trendy feel, and we are able to offer items made of materials and with attention to detail. We think we can show you the "latest" mode, a good mix of select and original items! If you come here once, you will understand what the current Abahouse is all about.
The best way to get a sense of a restaurant's personality is to look at the staff!
Abahouse Harajuku has undergone a major transformation. The best way to get a better sense of its personality is to check out the people who work at the store. So, we checked out three of the store's staff members. We asked them about their tips for dressing well and the appeal of "ABAHOUSE HARAJUKU".
Masaya IshizukaMr. (26 years old)
What is the point or theme of today's coordination?
. I have always loved the fashion and culture of the 70s and 80s. I wondered what would happen if I added a modern touch to it, and that's what I'm wearing today. I dare to wear a tech outerwear with a slightly noble coordinate. I guess you could call it "retro sports.
What is important to you in enjoying fashion?
Atmosphere. It is important to attract with the whole body, not with details. Also, cleanliness is important.
What is the appeal of Abahouse Harajuku?
A popular term these days is diversity. Dress, mode, casual . There are many ways to express yourself, and it is interesting to be able to mix and match. I think this is a store where you can make many new discoveries.
What do you like about Ava House?
. I like the diversity of the brand as well. I like the fact that the brand is not too strong, and that it is flexible enough to enjoy a variety of styles.
Tosa RennoMr. （22 years old ）
What is the point or theme of today's coordination?
This is a vintage clothing mix style. To keep it from becoming too boyish, I added a belt and shoes to give it a feminine touch.
What is important to you in enjoying fashion?
. mode-ish , street-ish . . I try to dress in a very feminine way, the opposite of what I am wearing today. I try not to stick to one style too much, but to try different outfits.
What is the appeal of Abahouse Harajuku?
Although we only carry men's items , I enjoy wearing them myself. . I think we can offer a lot of unisex items as well. . I also think that this store will provide an experience that will overturn the image of those who have thought of it as a "beautiful" brand.
What do you like about Ava House?
. The place is not "manualized" in any strange way. The atmosphere differs from store to store, and the staff varies. I think you can enjoy the brand from various aspects.
Hiroyuki FujiwaraMr. (34 years old)
What is the point or theme of today's coordination?
. It's a set-up, but not too dressy or too casual. We have tried to keep such a balance. The fringe, coloring, and loose fit give it a retro feel. But I think it gives it a very modern feel.
What is important to you in enjoying fashion?
. There are three things: size in relation to the body, TPO, and currentness. I believe it is important to check these three factors in order to determine whether or not the item is suitable for you.
What is the appeal of Abahouse Harajuku?
. It is very interesting to be able to present a wide range of fashion. The mixing of many items selected based on the brand's philosophy makes the "abahouse" even more interesting. I think the Harajuku store is the place where you can actually experience this.
What do you like about Ava House?
. As a brand, it has a wide range and nostalgia. I think it is a brand that can recognize the various tastes and personalities of its customers and make a variety of proposals to them. I enjoy my job as well.
A visit to "abahouse Harajuku" will give you a glimpse of what's new at "abahouse. It is no exaggeration to say that this flagship store is full of challenge and innovation. Take a break at the café, and then come in and see the items that have been carefully selected. . Check it out when you visit Shibuya - Harajuku.
