Known for its products that combine durability and functional beauty, 〈BRIEFING〉However, on Friday, October 23, they opened a new store at “Shibuya Scramble Square.” It seems the atmosphere inside is quite different—in more ways than one—from their previous, more traditional stores. So, we turned to the key person behind the new store—the one who designed the staff uniforms—toKeiji KanekoAnd the company that handled the interior design, “DAIKEI MILLSWe spoke with Keisuke Nakamura of “”. What does the future hold for *Briefing*, as revealed through their conversation?
- Photo_Mikito Hyakuno
- Text_Shogo Komatsu
- Edit_Kazuki Sakaguchi
It's not just about the military.
Founded in Japan in 1998, *Briefing* is a brand that many people immediately associate with its “MADE IN USA” collection—items produced in factories that manufacture goods for the U.S. military and other organizations.
Its defining feature is, above all, its durability. The 1050-denier ballistic nylon used as the main material offers excellent abrasion resistance, and because it is woven using a special double basket weave, it is strong enough that the fibers can recover even if a small hole is punctured by an ice pick or similar object. Additionally, the red stitching on the webbing tape is an iconic detail known as the “Red Line.” It serves not only as a design accent but also enhances visibility when attaching the slide clip and provides reinforcement. This design—born from the pursuit of ultimate functionality—is the very embodiment of the functional beauty that defines .
We’ve long been captivated by the “MADE IN USA Collection,” which perfectly embodies the spirit of “simple yet sturdy,” but the lineup has much more to offer.
Take, for example, the “Urban Gym Collection (URBAN GYM COLLECTION).” Designed to fit modern lifestyles, this collection focuses on functionality and design so that the pieces can be worn for both business and fitness. The materials used include highly breathable fabrics and those with antibacterial and odor-resistant properties, ensuring you won’t be bothered by the smell of sweat even when storing your workout clothes after a workout. To blend seamlessly into urban life, the brand’s signature red line has been deliberately omitted, resulting in a minimalist and sophisticated look.
Did you know that we also offer a wide selection of carry-on luggage? With features designed to address every little detail—such as a design that makes it easy to pack and unpack even in tight spaces, and adjustable internal dividers—our luggage is sure to make your travels and business trips more comfortable.
This lineup is designed to complement increasingly diverse lifestyles. While everyone’s luggage needs—whether for work, leisure, or travel—are different, these pieces seamlessly bridge every occasion and effortlessly blend into everyone’s daily life. It’s no longer possible to describe *Briefing* solely in terms of its rugged image.
A New Appeal Emerging from Shibuya.
The newly opened Shibuya Scramble Square store offers a new shopping experience centered on selecting items based on each individual’s lifestyle. Based in Shibuya—a hub of culture and trends—the store plans to launch bold initiatives in collaboration with specialists from various fields. As the first installment of this initiative, fashion director Keiji Kaneko has designed the staff uniforms, while Keisuke Nakamura of the architectural firm “Daikei Mills” has handled the interior design.
Be sure to check out the limited-edition model released to commemorate the grand opening. The “HOBO BAG WIDE”—a model that has gained popularity among a wide range of people for its practicality—is now available in special materials and colors.
HOBO BAG WIDE SBY: ¥39,600 each
The material is faux suede, which is a rare find in the standard line. It has a texture that feels just like the real thing, yet it’s lightweight, resistant to fading, and perfect for everyday wear. The color lineup features brown and burgundy—colors that are a fresh take for . The brown has a subdued look that’s sure to add a polished touch to any outfit. Bordeaux is perfect for adding a pop of color. The design is versatile and suitable for anyone, regardless of gender.
Inspired by the bags used by American mail carriers, the design features a spacious, wide silhouette with a 22.2L capacity. Pulling the adjuster on the shoulder strap creates a unique gathered effect and drape, adding subtle nuance to your outfit—a perfect example of the functional beauty characteristic of *Briefing*. The hidden front pockets are deliberately designed with asymmetrical capacities. This allows you to effectively organize everything from small items like smartphones and keys to slightly larger items. The minimalist design, equipped with only the essential features, makes it easy to use for casual occasions and offers a charm that sets it apart from previous Briefing collections.
The Meaning Behind the Uniform.
The uniforms that staff members wear every day are a familiar part of their lives. However, they’re not just for the sake of having a uniform look. They can help shift the wearer’s mindset, foster a sense of team unity, and sometimes even shape the store’s overall image. We spoke with Ms. Kaneko, who designed the uniforms for the Shibuya Scramble Square store, to hear about the thought and care she put into each piece. We also asked her to tell us about the apparel collection created in collaboration with “BOUTIQUE.”
PROFILE
After working as a buyer at “EDIFICE,” he went independent and helped launch “L’ECHOPPE” in 2015. In 2022, he opened the apparel store “Boutique” in Aoyama, Tokyo. In 2024, he launched the fashion brand FOUNDOUR.
—You were in charge of designing the staff uniforms. What kind of look did you have in mind as you created them?
Kaneko:While 〈Briefing〉 had a distinct image—think functional, durable nylon bags and an American style—we had to figure out how to adapt it to serve as a uniform. We realized that adding too many elements would make it stand out more than the actual product, so we decided to take a minimalist approach. We based the design on a 1930s French shop coat. Workwear from that era was all about functionality. However, simply recreating it wouldn’t have fit with the modern 〈Briefing〉 product line or our store’s interior design. So we decided to create something that blends classic elements with a modern sensibility.
—As for the uniforms, they have a modern design that you can wear even in your free time.
Kaneko:Instead of emphasizing the shoulders, we created a modern look through the silhouette. We also used a fabric that drapes beautifully.
—What kind of material is it?
Kaneko:This fabric is made from Cordura nylon and a wool-polyester blend. This time, we decided to use a fabric that resists aging. We did this to ensure there’s no difference in the look and feel of the uniforms between staff who’ve been wearing them for a year and those who’ve just started working. To keep the stitching as understated as possible, we also commissioned a factory that specializes in coats and blousons, rather than a typical workwear factory. Another key feature is that, even though it contains wool, the fabric is machine-washable.
—It combines the elegance of wool with the durability of Cordura nylon and the easy-care qualities of polyester.
Kaneko:"Shibuya Scramble Square" is a beautiful building, so I made sure it wouldn't be offensive to any kind of customer. If I were to sell it at a regular price, it would end up costing about 70,000 yen (laughs).
—That’s a uniform that really gets you fired up (laughs).
Kaneko:I hoped this would help boost our staff’s morale. Nobody likes a uniform that makes them think, “Oh no, I have to wear this again today…” We had it made by the factories and patternmakers that work with domestic brands known for their high-quality clothing, and the result is a piece that perfectly complements the *Briefing* collection.
—Any other points?
Kaneko:Since our staff come in all shapes and sizes, we’ve designed the silhouette to cover the body’s contours to some extent. While the clothing needs to be easy to move in for work, that doesn’t mean we should just make it oversized. Also, adding too many features would be impractical, so we’ve kept it simple: two large pockets big enough to hold work tools and an inner pocket for pens.
—In addition to the uniforms, you also produced apparel in collaboration with “Boutique” to commemorate the grand opening, didn’t you?
Kaneko:Since the “Briefing” line is all about the bag, I envisioned clothing that would be like souvenirs you could put inside it. But the T-shirts and sweatshirts actually use the “Boutique” line’s original patterns. It’s standard practice to use off-the-shelf patterns for souvenir-style clothing, but that just makes them feel like disposable items, doesn’t it?
—After all, there are a lot of people for whom the fit and silhouette just don't work.
Kaneko:If I made it with a loose silhouette, anyone could wear it, but I design pieces that fit my own body properly. With most sweatshirts these days, the silhouette makes it pretty hard to layer a jacket over them, but this one is roomy enough to wear a jacket over it.
—Neither the sweatshirt nor the T-shirt looks too casual.
Kaneko:I’ve made the neckline really snug. Since the neckline is the center of the garment, a snug fit keeps it from shifting and makes it easy to wear. Plus, you don’t have to worry about what you’re wearing underneath. The reversed logo was a request from *Briefing*.
—It’s a tribute to the “Boutique” line’s signature inverted logo. We also offer caps featuring the same design.
Kaneko:I didn't make the cap from scratch; instead, I deliberately used a ready-made body. I'm using *Newhattan*. It is, after all, the global standard.
—The setup is nice, too.
Kaneko:46,200 yen, including tax. I designed this with the hope that people who come in to buy a bag would feel comfortable picking this up as well. It’s made of 100% polyester, so it’s easy to care for. The jacket is double-breasted, so I think it looks cool even when worn casually. The pants have a relaxed fit, but the back pockets feature a single-stitched hem, giving them a neat, polished look.
Starting with the first page: Caps—1 TP9T7,700 each; T-shirts—1 TP9T8,800; Sweatshirts—1 TP9T16,500 each; Hoodies—1 TP9T19,800; Matching sets—1 TP9T46,200
A space like a park.
The store’s interior is one of the key elements that conveys the brand’s worldview. Every aspect of the design—from the materials used to the fixtures—is imbued with specific intent. How did the interior of the Shibuya Scramble Square store—which offers a completely different impression from traditional stores—come to be? When we spoke with Mr. Nakamura, who led the design, we got a sense of the new values embodied by *Briefing*.
PROFILE
Representative of the design firm “Daikei Mills.” He specializes in interior design for apparel stores, floor renovations for commercial facilities, and public facilities. In 2020, he launched “SKWAT,” a movement that temporarily occupies underutilized urban facilities and opens them to the public. He also serves as a part-time lecturer in the Department of Environmental Design at Tama Art University.
—How did you conceive and design this space?
Nakamura:We were asked to create a new aesthetic. The concept for our previous stores was based on a rugged interior space, reminiscent of a house you might find in the United States. However, since we wanted this store to attract a wider range of customers, we decided to design the exterior—which contrasts with the interior—to resemble a park-like space.
—So the brand sign displayed in front of the store is actually designed so people can sit on it, isn't it?
Nakamura:The presence of a public bench at the boundary between the common and private areas also serves as a metaphor for the outdoor space.
—With black as the main color scheme, it has a different feel from the other stores.
Nakamura:While other stores emphasized materials like metal and other cold materials, the materials used here are primarily wood, stone, and earth. We designed the space to feel soft, as if you were in contact with natural elements.
—Were there any aspects where you were conscious of maintaining the “Briefing” style?
Nakamura:It’s an adjustable display. We’ve incorporated the high functionality of the 〈Briefing〉 bags. We’ve also paid close attention to achieving a good balance with the fixed shelves.
—I hear that the adjustable display incorporates a technique called “Knolling,” which arranges items in a functional yet aesthetically pleasing way, to visually express the diverse lifestyles proposed by .
Nakamura:We designed it so that it looks neat no matter who arranges the items or how they’re placed. We also carefully considered the height of the shelves to ensure that each individual item stands out beautifully. Additionally, since other stores tend to use straight-lined fixtures, we incorporated curves to give it a more inviting feel.
—Is it intentional that the store’s display—which serves as the shop’s “face”—makes it difficult to see inside?
Nakamura:If you can see too much, you’ll inevitably feel satisfied before you even step inside. However, since this store is on a corner lot, there are plenty of entrances and exits, so we designed the exterior displays to showcase the brand’s philosophy and featured items while allowing customers to catch glimpses of them through the gaps.
To a place where you can discover new values.
The ideal bag varies depending on your lifestyle. That’s where *Briefing* comes in—catering to a wide range of preferences. We offer a selection of bags that excel in every situation, from work to hobbies to travel. While *Briefing*’s signature military-spec standards remain unwavering, please note that we also offer a wide variety of products designed for more casual use. Simply changing your bag can make your everyday life a little richer. At 〈Briefing〉, you’ll find bags designed to suit everyone—so please stop by our Shibuya Scramble Square store to discover a new lifestyle and new experiences.
