From November 16 (Fri.), 417 EDIFICE will launch a secondhand clothing store in Machida, Tokyo, at the Shibuya store of 417 EDIFICE.DAMEGEDONE.. will hold a pop-up event. 417 EDIFICE" will sell dead stock items that are not usually seen at the store, as well as apparel collaborated by the two parties. Mr. Abe, the press person behind the event, and Mr. Naito, a staff member of Damaged Dawn, will introduce the background of the collaboration and some of the items to be released.
Taku Naito (Damagedone Staff)
After working at Damaged Dawn Machida Store in 2014 , she moved to Shimokitazawa Store in 2018. Currently in charge of event planning, purchasing, and general merchandise management. An unparalleled lover of clothing.
The Damaged Dawn pop-up that you mentioned earlier, how did this project come about in the first place?
section (of an orange, etc.)Originally, I had a friend who was good friends with Mr. Naito, and we naturally started talking to each other for some time. I had always thought that it would be great if we could do something interesting together.
So Mr. Abe was the initiator this time.
section (of an orange, etc.)Yes, that's right. So, first of all, I consulted with Yamaguchi. As I mentioned earlier, 417 is a team that is rather interested in what you propose, so I said, "That's good. Go for it! I said, "That's good. "What? Is it good?" ( lol )
It's casual (laughs). What did you think when you heard about this story, Mr. Naito?
NaitoFrankly, I was happy. I was the one who was humbled, saying, "They're really going to let me do this? I was the one who was modest. I asked him, "Are you sure you want to do it here? I asked him, "It's totally fine. Let's do it.
section (of an orange, etc.)On the contrary, we were wondering if we would be allowed to do it. When I talked to Yamaguchi about it, he said, "Really? You can do that? He was like, "Really?
So we were both exploring each other (laughs).
section (of an orange, etc.). Yes, that's right. We decided that if we were going to do this, we should decide on a theme. Dame-don's business is centered on secondhand clothing, and we are a select store that deals in new items, so we thought "dead stock" would be perfect. So we thought, "Deadstock is just right.
. I guess you could say it's somewhere between new and used clothing.
section (of an orange, etc.)Yes . New stuff with thrift store tags. So, we're going to put some of Mr. Dame Don's dead stock items there for a limited time. A little bit of used clothing mixed in as well.
It must be quite refreshing to see all the non-current items in a select store.
section (of an orange, etc.)The reason why we chose Damagedone is because we like it. Many of our staff members who work in the store say, "If I have to buy clothes anywhere else, I'll go to Damagedone. So, I felt that if we planned this project, not only the customers but also the store staff would be pleased with it.
Damaged Dawn in Machida has always been known as a great restaurant, but it is quite a distance from the city center.
section (of an orange, etc.)Machida is well established locally, but I think it would be interesting for people who normally only shop in Shibuya or Harajuku to have the opportunity to see this kind of lineup. So, after coming up with the theme of "dead stock," Yamaguchi and I went to the "Damaged Dawn" warehouse together.
YamaguchiOf course there are one-of-a-kind pieces, but with pieces from the 90s and so on, there are quite a few that can be kept in numbers, and there is a wide variety.
So Mr. Yamaguchi took the lead in selecting the items? What was it like for you, Mr. Naito, to pick up items you had bought and owned from the perspective of a select store?
NaitoSome of them were quite surprising, and some of them I thought, "I would have chosen that..." (laughs). (Laughs). The items that sell well in select stores today are also popular in secondhand clothing stores. It was interesting to see both common and unexpected aspects.
Now, please tell us specifically about the items you will be handling for the pop-up.
NaitoFirst up is the Levi's® "560". These are from the '90s or so. They are still in the condition they were made in the U.S.A. with flashers. . Since last year or so, the number of people looking for this shape has suddenly increased.
The "Levi's® 560" is quite thick in the waist and leg line, and the silhouette, which tapers sharply to the hem, is fresh again. It is also available in a full range of sizes.
YamaguchiI chose this one because I wanted to give it a "dame-don" look. I think it will be of interest to the existing "417 Edifice" customers as well.
Next is the shirt, the so-called "thick flannel", right?
NaitoYes . It is from a minor brand, and this one is not that old , probably from the 80s or 90s. . It is large in size, so I think you can wear it quite current even if you wear it now.
section (of an orange, etc.)Various select brands also purchase flannel shirts, and some of them make their own original shirts, but none of them are this thick, so I think it will be interesting to see the contrast with the current products.
The cotton flannel shirts with tags and in perfect condition are from Erie, a long-established American company founded in 1878. This pop-up also features several checked patterns.
Many designers use vintage clothing as a source of ideas to make clothes, and it would be interesting to have the source of the story and the items made by sampling at the same time in the store.
section (of an orange, etc.)By the way, a while back, 417 featured a Kansai brand called "Wonderland," and it seems that their pants were based on the "560" I mentioned earlier.
I see. That's the kind of story men like to hear (laughs).
section (of an orange, etc.)Yes, I am. I'm proud to be talking about it like this, but I just happened to learn about it yesterday. So, I was like, "Oh, you mean this? You mean this? (laughs).
(Laughs). (Laughs) You can't get that "answer-all" feeling with just the current product. It would be fun to have a choice between the original product and a slightly more expensive brand that has evolved.
section (of an orange, etc.)I'd rather buy both and compare them (laughs).
You really like fashion (laughs). Is military stuff next?
NaitoYes . It's called a "Happy Suit," and it's a standard winter outerwear item. It has been popular for a long time, but demand for it has increased due to celebrities wearing it, and many young people buy it because they like the way it looks, even though they don't know it. It is one of our main products, which we sell at a reasonable price.
The "Happy Suit" is the highest level of the U.S. military's ECWCS (Extended Cold Weather Clothing System), Level 7. . With PrimaLoft, its warmth retention is as good as current products.
Yamaguchi. Since the item is originally oversized, it is good because it creates a really current big silhouette when worn.
section (of an orange, etc.)Considering the market price, I think the price is quite affordable. We will not change the top price for this event either, but will keep the same price we usually offer at "Damaged Dawn".
Finally, this fleece over here looks new, doesn't it?
NaitoThere is a store in the U.S. called "Urban Outfitters" that made a special order for "Nautica" and this is the current product. It is not available in Japan.
Nautica's special-order fleece has a nice color scheme reminiscent of team colors. A half-zip pullover model that is large enough to be worn loose.
Where is that! That's a pattern that makes you want to ask, "Where is that?
section (of an orange, etc.)That's right (laughs). Since I was a student, there were many people around me who liked clothes. Some liked street clothes, some liked designer clothes, and some understood both, so it was a lot of fun. I learned about styles and clothes I didn't know from those friends, and I think those opportunities are still important today.
How long will the pop-ups be held?
section (of an orange, etc.). It is scheduled to run for about two weeks starting on Friday, November 16. For this pop-up, I will also be making two original long T's and hoodies, so I hope you will enjoy those as well. Incidentally, we are also having a ping-pong tournament at the same time (laughs).
Eh, what do you mean? (Laughs)
section (of an orange, etc.). I told our press manager that I was going to distribute only alcohol. However, at the same time, the Kansai team was planning a project with "The Bar," a ping-pong bar in Osaka. So, we decided to joint the event with the "Damaged Dawn" event. Since we were going to do that, let's bring that event over here and have a ping-pong tournament! (laughs).
Vintage clothes and ping pong are novel.
section (of an orange, etc.)We also have some great prizes for those who beat the owner of the ping pong bar! But he's pretty tough (laughs). . so much so that he even beat a national player.
This is a MUST visit event.
YamaguchiYes, I hope many people will come to visit!
DAMAGEDONE POP UP EVENT
Period: November 16 (Friday) - about 2 weeks
Description: Rare dead stock items that are not available at "417 EDIFICE" will be on display in the store. In addition, hoodies and long sleeve T-shirts collaborated by the two parties will also be available for purchase. A launch party will be held on the first day of the event. There will be live painting by the artists who created the flyer illustration, Transparent Line and SHUN, a ping-pong tournament in collaboration with Osaka's ping-pong bar "THE BAR," the release of sweatshirts made in collaboration with the three parties, and much more.
417 ÉDIFICE Shibuya
Address: 1F Jinnan Plaza Building, 1-15-5 Jinnan, Shibuya-ku, Tokyo
Phone: 03-5456-6971
four-one-seven.jp/
