【FOCUS IT.]PS Paul Smith's Japan-exclusive capsule collection, presented with a twist to the younger generation.

PS Paul Smith has proposed the "JAPAN LIMITED PROJECT," a limited project that caters to the Japanese sensibility. We will take a closer look at the background and charm of this project, which is the result of the happy relationship between Japan and Paul Smith.

Photo_Kazuma Yamano
Text_Shinri Kobayashi
Edit_Ryo Muramatsu

"JAPAN LIMITED PROJECT" reflects the ideal relationship with the local community.

Brands with long histories and strong legacies are forever challenged with how to update and build relationships with the next generation of customers. As one solution, the British Paul Smith brand launched PS Paul Smith in 2016. Compared to the main Paul Smith line, PS Paul Smith is a casual line with a more youth-oriented feel and is offered at a more affordable price point. The line also features functional fabrics and a sporty feel.

In June this year, PS Paul Smith launched the Japan Limited Project, a Japan-only line. The first phase of the project featured caps with "New Era", and the second phase featured sneakers with "Converse". The launch event held on July 18 was attended by many influencers and was a great success.

Collaboration sneakers with "Converse" displayed in the store.

Torsos lined up on steel racks.

The cap is a collaboration model with "New Era" released in June this year.

A full line of accessories such as watches, necklaces, and bracelets is also available.

Here, we will look into the background of the "PS Paul Smith" line, its characteristics, and the reason why the "JAPAN LIMITED PROJECT" was launched.

This may seem like a big deal, but the gap between "global" and "local" is a problem that any global fashion brand faces. As trends and style preferences differ from country to country, it is not realistic to create clothes that "fit everyone" around the world. The "JAPAN LIMITED PROJECT" was born out of Paul Smith's awareness of this problem and its sincere response to the locality of Japan.

The brand logo displayed at the entrance of the store.

The background of this project was also influenced by the deep relationship between "Paul Smith" and Japan. The relationship between the two is so long and intense that it would not be an exaggeration to say that the two are in love with each other. Paul Smith himself has a strong attachment to Japanese culture and people, and since Japan has a large presence in the global market, the Japanese side is allowed relatively free creative discretion. In other words, the "JAPAN LIMITED PROJECT" is an expression of a site-based approach that trusts the Japanese site.

The new Paul Smith, worn as you feel today.

JAPAN LIMITED PROJECT" is a collection that is perfect for wearing here in Japan because it was planned in Japan for the Japanese market. For example, the use of highly breathable fabrics that are ideal for the extremely hot summer and the slightly oversized silhouettes are features of the designs that are in line with real-life situations. The collection is free from the "gap problem" that is often associated with global brands, such as "It's cool but difficult to wear in Japan," and expresses a world view that is firmly in tune with Japanese sensibilities.

As of August, a total of 16 types of items are available.

Even the collaboration items are not just "name lending," but are rich in wit in every detail. You can feel the playful "twist" that is inherent in the Paul Smith brand.

We will pick up a few typical items and introduce them here.

The "PS Paul Smith + CONVERSE ALL STAR® HI / PS" sneakers have a striking asymmetrical design. On the heel of the left foot is the "ALLSTAR^®" and a "PS Paul Smith" label on the right leg. The ankle patch features the brand's signature stripe pattern, and the heel strap is embossed with a logo embossed tape. ¥19,800 each

New Era's base is the popular "9THIRTY™" model. It features a softly finished front panel without a core and a moderate crown that is neither too deep nor too shallow. The "PS Paul Smith Happy" logo on the front embodies the happy and positive spirit of the brand. Each ¥8,800

Two types of T-shirts, one with a flower pattern and the other with a photo print, are typical of "PS Paul Smith". Both are made of cotton. Each ¥8,800

The jacket is available in two types: standard collar and collarless. The light and airy fabric is made of a functional material that is machine washable and wrinkle resistant. Set-up compatible pants made of the same material as the jacket. Two silhouettes, slim and wide, are available. Jacket ¥39,600 each, pants ¥19,800 each

It is interesting to note that the "JAPAN LIMITED PROJECT" is a capsule collection that serves as a "gateway" to the world of "Paul Smith" for the younger generation. Paul Smith's main line, with its tailoring techniques and custom-made suits, may give the impression of being formal and a bit high-brow. In reality, however, the brand does not require suits to be worn as a set-up depending on the occasion, but rather proposes a more flexible approach to dressing. The "JAPAN LIMITED PROJECT" symbolizes such a flexible attitude. The brand's frontage is broadened by casual-down items such as loose-fitting silhouette set-ups.

In the end, what is difficult for a brand to change is to determine what should be preserved as "DNA" and what should change with the times. The "JAPAN LIMITED PROJECT" gives the impression that the brand is developing while skillfully tuning the balance between the two. The response from the young influencers who visited the event was also very positive.

Okudaira Daikane (Actor)
(PS Paul Smith) Polo shirt ¥15,400, T-shirt ¥8,800, pants ¥19,800, belt ¥19,800

Ryo Takasaki (Model)
(PS Paul Smith) jacket ¥39,600, T-shirt ¥8,800, pants ¥19,800, sneakers ¥19,800

Kaian (Model)
(PS Paul Smith) shirt ¥15,400, T-shirt ¥8,800, pants ¥19,800, sneakers ¥19,800

A space with a twist that embodies a world view.

The current "Shibuya PARCO" store has an impressive and unique interior that sets it apart from other stores. At the entrance, colorful truss fixtures contrast with ornate classical wooden fixtures, creating a space where the brand's history and youthfulness intersect. Please visit the store to experience the world view that symbolizes the "JAPAN LIMITED PROJECT," an initiative aimed at the youth generation.

Vividly colored frames adorn the facade.

Incidentally, if you look closely at the interior, you will find motifs tracing Paul Smith's own "graffiti" lurking everywhere, including on the floor. At first glance, you may think it is a mark of construction, but when you suddenly discover it, you can't help but smile, and such playfulness shines through. Yes, this is another "fun twist" that is typical of Paul Smith.

If you look closely at the floor, you can see graffiti by cyclists.

Paul Smith and store staff portraits in the back yard.