Various brands, manufacturers, and companies are exploring ethical ways of making things in their own ways. They make large quantities and sell them in large quantities. If the surplus is not sold, it is put on sale, and if it still does not sell.... New methods of distribution and circulation are being created one after another.
This time, we would like to introduce a joint project by "Prime Garden," a select store on the 4th floor of Isetan Shinjuku's main building under the theme of "New Luxury," and stylist Yuriko Ii.&ISSUE".
The project was initiated by both parties, who saw the current fashion cycle as a problem, using the method of complete made-to-order production.
This time, items were co-created with six brands that share this idea.
“CIOTADENIM PANTS:BLACK/BLUE ¥29,700 / WHITE ¥27,500
The material used is Siota's signature, rare and precious suvin cotton. Ii commented, "It's a comfortable denim that changes the image of stiff denim, and you can wear it all day long. The high waist and tapered slim fit are proportions that are unique to this project and not found in the " SIOTA " line.
“HERILL.CASHMERE SWEATER:GOLDEN CASH ¥61,600 / BLACK ¥50,600
The beige-colored sweater called "Golden Cash" is one of the rarest of cashmere and allows you to fully enjoy the texture of the raw wool as it is without dyeing. It can be washed in a household washing machine and is characterized by its resistance to pilling and its "thickening" as it is used. The waist has been updated to fit slightly narrower so that it will not be stiff in the bottoms even when tucked in.
These brands were originally developed at "Prime Garden" and are makers that have not only been worn by Mr. Ii himself, but have also been introduced in the pages of magazines and other publications.
This collection was born out of a dialogue between Mr. Ii, who is approaching his 40th birthday, and each of the designers about the thoughts and feelings he has experienced and experienced in the various aspects of fashion.
“LOEFFSIDE SLIT MAXI COAT: ¥99,000
The deep slit and curvaceous cut of this maxi coat by Loeff give it a feminine touch. The material used is recycled wool. Although the coat comes with a belt that can change the silhouette of the coat, Ms. Ii dared to eliminate the belt loops, a detail she arrived at after repeated trial and error.
“AUBETT.SHIRT DRESS ¥53,900
This shirtdress by Ovette features a beautiful, three-dimensional cocoon silhouette. The shirt dress is made of an original cotton fabric woven with a high density. While adopting raglan sleeves that create a relaxed atmosphere, the collar is longer than usual and the tip of the sword is sharply pointed, creating a sharp impression that creates a unique contrast.
This collection is at "Isetan Shinjuku" main building, 4th floor, The Stage #4 and,Isetan Mitsukoshi Online StoreWe are now accepting orders at the general order-taking event held at the "MUJI COLLECTION", and deliveries will be made as needed starting around November.
“BEAUTIFUL SHOESRACE UP SIDE GORE BOOTS ¥68,200
Ii even said, "In 10 years, I've never come across a pair of boots that were so comfortable to wear. This model, which had been discontinued, has been resurrected with a rounded toe, shaped heel, and other details tuned to perfection.
“SEEALLWORK JACKET ¥53,900 / BELTED PANTS ¥38,500
A work jacket from "seall" that can be worn as a set-up, and high-waisted pants with a thick belt at the waist. The fabric is a chambray fabric made by alternately knitting different wool warp and weft yarns, a process that Mr. Ii fell in love with at first sight. The elegant color, somewhere between gray and beige, is one of the charms of this fabric.
By the way, this project will continue seasonlessly in the future. We will continue to pay attention to this project, which makes us rethink the act of buying things.
Finally, I would like to share with you a few words from Mr. Ii on the occasion of this project.
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Intuition is important. But I've been feeling especially lately that you can't buy things based on instant intuition alone. . There is a concern that gets stuck in my head when I buy things. Will I be able to afford it in ten years' time? What kind of people and what kind of ideas went into making it . Will I have a reason to love it?
I would like to shop with full understanding of such issues, but when I visit a store as a customer, I feel that I do not have much opportunity to learn about the design, price, and production background of the items. I am happy to be able to buy things whenever I want them, and I am also happy to see things that are constantly changing with the seasons and going on sale. . I sometimes wonder if this is enough. I felt that the speed with which clothing, one of the most important pieces of our lives, was being offered and the way fashion was being proposed were out of sync with my values as I approached the age of 40.
When we were approached about this project, we proposed a make-to-order method and an opportunity to communicate the designer's ideas. We would like to communicate the time it takes to complete a single item, and while waiting for the item to arrive, we would like to provide a kind of live broadcast on Instagram of the process of product creation.
We have also heard from designers that made-to-order production is not always the right way in the industrial system. In order to avoid concentrating the burden on one part of the industry, we are discussing with them, including prime gardeners, and will take a better approach for each brand.
It is very enjoyable to learn about the issues that the designers talked about and the ingenuity used in the process of making things. Listening to the creator, there were many words that made me think, "If it is made by this person, I would still want to keep wearing it. . I would like to stand at the order-taking session myself and share those words with everyone.
You can start wearing it tomorrow. There is such fun in it. But, as I did myself, it may be time for some of you to rethink how you choose your clothes. I think it may be time for some of you to rethink how you choose your clothes, as I did. I thought it would be great if there were shopping options that would allow people to take a pause and think about whether or not they want something when they look at it with a long term perspective, and to learn about the kind of people who make it.
We hope that this project will not only bring sensual pleasure, but will also give people the opportunity to be empowered by fashion and to develop a non-transient attachment to it. We would also be happy if the wonderful products created by the ideas and skills of each creator could reach people who share our vision and lead to a new kind of fashion enjoyment.
Yuriko Ii
&ISSUE
Venue: Isetan Shinjuku Main Bldg. 4F The Stage #4,Isetan Mitsukoshi Online Store
Dates: September 1 (Wed) - September 7 (Tue)
Yuriko Ii
Stylist. Born in Tokyo. While studying dressmaking at Bunka Fashion College, she became interested in the "presentation" of clothes made by her classmates, and studied under stylist Sonya S. Park while still a student, learning about clothes and products of various origins. He has been working as an advisor for THE YARD( and THE YARD), a brand that proposes kimonos that fit in with modern life based on the concept of "kimonos that create a new everyday life to be worn like a white shirt. In 2021, he will launch the "+IPPO PROJECT," a project to connect the positive power of fashion to social issues, with editor Kaori Watanabe and freelance PR artist Hiroko Eda. As a first step, a total of 23 people donated their favorite items and held an online and pop-up bazaar. The proceeds, excluding some expenses, were donated to Yuzuriha, an aftercare facility that supports the independence of those who have left foster care and other institutions. The event will serve as an opportunity for more people to become aware of social issues such as poverty and abuse.