VOGUE FASHION'S NIGHT OUT 2019, the world's largest fashion festival, will be held for the 11th time this year. While a variety of events were held at stores and event spaces around the Harajuku and Omotesando areas, EDWIN TOKYO HARAJUKU, the flagship store of Edwin, which opened in 2016, also held an event under the theme of "503," which has just been revamped this season.
A look at the store's exterior and interior reveals fun decorations, such as denim flags printed to look like canopies, a neon sign with the brand's logo, and lanterns often seen at festivals.
The first floor has a great selection of jeans, as well as T-shirts, sweatshirts, and shirts. All of these items are simple yet sophisticated in design and have an aura of being as vintage as the vintage items.
In the back of the store, the story behind the birth of the new "503" is on display. The store also places importance on conveying the stories behind its products.
In the space in front of the cash register, commemorative photo T-shirts from the "503 BY 5 PHOTOGRAPHERS" exhibition, which was held at the same time, featuring images of the reborn "503" by five up-and-coming young photographers, are also on display. Customers who purchase the corresponding "503" denim from this day onward will receive a specially bound image book "503 BY 5 PHOTOGRAPHERS" with serial numbers on a first-come, first-served basis. We hope you will take advantage of this unique opportunity to get your hands on a copy!
In the central fixture, there is also the brand's original pinball table. Such playful tricks may be an important element for a relaxing and enjoyable shopping experience.
Moving up to the second floor, you will find a rich lineup of variations, including the "503" series, which is the star of the show, as well as models exclusive to the store and standard lines. Even if you are not a jeans lover, there is plenty to see.
The denim in the foreground of the photo is a world-standard series that was originally developed for the European market, but has been integrated into a common model for the entire world. If you look closely at the black leather patch, you can see "Edouin" stamped in katakana characters.
These made-in-Japan jeans use original selvedge denim, and the entire production process, from sewing to processing and finishing, is done by denim craftsmen in Japan. This is an exclusive model sold only at directly managed Edouin stores.
As the sun went down, the event switched from regular business hours to "FNO" specifications. Drinks and beer were served, novelty badges were handed out, and the staff and visitors communicated happily, creating a festive atmosphere on the floor. The floor was filled with fashion-conscious teens, couples, tourists from abroad, and influencers who professed to be fans of the brand, making it the most exciting event in the area.
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