The theme of the 2019 SS "417 EDIFICE", which will select items from a wide variety of brands, is "How to play with trad". The key color is beige, and the collection is coordinated with set-ups, heritage, and crazy patterns. The style, which skillfully crosses traditional items with trends, is firmly in line with the essence of the trend.

417 EDIFICE" increased the floor space of its Shibuya store last fall and updated the store by increasing the number of brands it carries. . It also secured space for pop-up events. In addition, the store has actively held pop-up events with Damagedone, a famous vintage clothing store, and up-and-coming brand "DAIRIKU," allowing customers to enjoy an even wider range of worldviews. . We would like to introduce some of the hot items that make up the "417 EDIFICE" lineup.

Dairiku", which just started full-scale production from the 2018 SS season, is a brand created by Nara-born Dairiku Okamoto, a graduate of a fashion college. Although the designer is young at only 25 years old this year, he is beginning to establish a firm position in the fashion industry, winning the Grand Prix at an Asian fashion show and presenting his collection at New York Fashion Week. The buyer, Mr. Yamaguchi, also fell in love at first sight when he saw the items, and "417 EDIFICE" held pop-up events in Shibuya and Kobe last summer.

Speaking of young designers, one cannot overlook Sugar Hill, which is run by Rikuya Hayashi, who studied abroad at Sugar Hill in New York. The clothes produced by the 23-year-old designer, who interned at LANDLORD and FACETASM, are of such high quality that buyer Yamaguchi says, "Everything is amazing. The collection is overflowing with New York style, and many of the items are vintage-inspired and maniacal.

Woolrich, a long-established American outdoor brand that has been around since 1830, boasted a wide market share as good old-fashioned American wear, starting with the Arctic Parka released in 1972, but in 2017, Woolrich Japan was established. There, Mr. Yamaguchi and his fellow outdoorsmen joined the company as designers. The traditional classic items are now attracting a great deal of attention as well as the Japanese project.

The "Needles" brand is designed by Keizo Shimizu, the founder of the long-established select store "Nepenthes" in Shibuya. Both Mr. Yamaguchi and the previous buyer are big fans of "Nepenthes" and have long carried the brand at "417 EDIFICE" because they are said to be fascinated by its unwavering manufacturing beliefs. This year marks the 30th anniversary of the establishment of Nepenthes. The other day, a long-awaited flagship store opened in London, and it is an indispensable presence in the modern fashion scene.

This is an up-and-coming brand established last year by Noriyuki Shimizu, former designer of "Name. The brand is managed by "Clip Crop," which also operates "KAPTAIN SUNSHINE" and "AURALEE. Since the company's background is as a fabric wholesaler, it creates all of its own materials from the thread stage, and is extraordinarily particular about its fabrics. The secret to the brand's popularity is its lineup of authentic items made of natural materials and supported by a relatively wide range of people.