The new normal is here. You can enjoy both goods and experiences on the men's floor of the renewed Sogo Yokohama.

Comfort wear, men's beauty, gadgets and high-tech gear. Although the fields are different, they are all hot categories that have gained a great deal of attention in the past year.

If you are interested in something, but don't want to go to all the stores at once, that's where the department stores come in.Sogo YokohamaA visit to the Men's Life Style zone, which has reopened on the men's floor, will allow you to enjoy the new normal of this era all at once.

The sales floor consists of three major zones: "Men's Beauty," "Men's Casual," and "Barber Shop. Let's start with "Men's Beauty.

Men's Beauty

Men's Beauty" proposes men's tastes and preferences in line with the times. With the support of knowledgeable professional staff, you can find the cosmetics that match your needs from a diverse lineup of more than 30 brands.

The online store DRESSKIN, which mainly handles imported men's cosmetics and grooming products, also offers a section where you can try on items and purchase them directly from the store. Be sure to check out the popular FIVEISM by THREE cosmetic brand and the extensive fragrance corner.

Men's Casual

THE NORTH FACE is a leading candidate for urban outdoor style.

JOSEPH ABBOUD MOUNTAIN offers active wear and gear.

The German menswear brand Boss is also a well-known sports sponsor.

Heiraya, a pop-up store for outdoor and camping goods.

In the "Men's Casual" category, the lineup includes daily items that combine functionality and fashion, such as "The North Face" and "Joseph Abboud Mountain.

In addition, there are shirts for the business casual style and a pop-up store of garage gear by Kenichi Taira, a well-known stylist at Huinamu, making this a zone where you can encounter the new normal in fashion.

barber's shop

Twenty-one Salon is a barbershop that offers head spas, facial massages, and even nail care. To help you look as good as you feel, the salon also carries a selection of items from the giraffe brand, which specializes in neckties. Private shaving for ladies is also available, so you can visit with your partner.

There is more to note.

In late March, a golf wear brand "PGG" debuted in Yokohama for the first time. The golf range has been renovated, and a simulator (2,200 yen/25 minutes) is on standby, offering a 400-yard driving range, video recording of swings, ball trajectory and spin measurement, and various other contents. The course is available for use in the following locations.

Other shops include "Kaneko Eyeglasses," the leader in Japanese eyewear, and the "Makuake Shop," where you can experience and purchase futuristic products. Enjoy shopping at your leisure in the "Men's Life Style zone," where you are sure to find something for everyone.