SOTO and NAKA_Vol.2] A selection of items necessary to enhance your home time, all proudly made by Vital Materials.

Yesterday, we told you about the event at Isetan Shinjuku Men's Building calledSOTO and NAKA".

HOUYHNHNM's is (probably) the first pop-up store we have directed, and we are very excited about it, but let us introduce "NAKA," curated by VITAL MATERIAL, our partner in this event. I would like to introduce "NAKA" curated by my partner, VITAL MATERIAL.

The brands we carry are like this. Brands are collected with a completely different approach from "SOTO," which used to be an outdoor curation.

Finally, the fifth wave of coronas has settled in, but enhancing home time will continue to be one of the most important themes, so the items used in "NAKA" are also important.

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FiSN × VITAL MATERIAL

¥11,000

This aroma diffuser is a collaboration between "FiSN," featuring bold and bright graphics based on the bougainvillea, the flower of Shenzhen, China, the hometown of the brand's founder, and "Vital Material.

FiSN is a hot brand that has been making remarkable achievements in its first year of existence, including a collaboration with Futura and a pop-up store with HYPEBEAST.

You will be first taken by the original blend of aroma oils, which are rich in essential oils of plants and fruits.

Natural dried herbs and dried fruits are luxuriously enclosed in the bottle, and the fragrance of the original plant ingredients heals the senses. The dried flowers are FiSN's iconic bougainvillea.

Incidentally, "FiSN" is an abbreviation for "FutureisNow.

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Pretty Things × VITAL MATERIAL

Pretty Things is a highly sensitive coffee shop located on Komazawa Park Avenue.A variety of goods with logois so cute that it can be established as a brand, beyond mere store merchandising.

¥3,850

First is the special bottle for the reed diffuser. Please note that this is a bottle only, and no liquid is included.Refills for VITAL MATERIALseparately.

¥1,980

Next is hand gel, which has now become a daily necessity.

This hygienic gel is applied to the hands to keep them clean, and is an organic formula containing plant-fermented ethanol derived from organic grains and vegetable oils to moisturize at the same time.

Instead of the carbomer ( polymer ) often used in similar commercial products, water-soluble cellulose ( and plant fiber ) are used to gel the product, which has a viscous purpose and also has natural water retention properties to calm alcohol-induced dryness of hand skin.

The fragrance of interest is "lemon. The cool, refreshing scent of lemon extracted by the pressing method refreshes both body and mind.

The bright pink packaging is also cute. It would make a nice little gift.

▼SPEC
Content : 50mL
Alcohol concentration : 59vol%
Obtained AIAB Finished Product Certification
*This product is not a drug or quasi-drug, but can be used as an alternative to rubbing ethanol for hand disinfection.
*This is a temporary and exceptional measure and may be changed or eliminated in the future.

¥2,200

Finally,Also a popular item at Pretty Things.It is a mug that is

VITAL MATERIAL" was hand-drawn by Uichi Yamamoto, the producer of "Pretty Things," and is very funky and adorable.

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ATELIER BÉTON × Pretty Things × VITAL MATERIAL

¥7,700

ATELIER BÉTON" is a brand that creates products that accompany people in their life's work at home, considering clothes to be "tools for living.

The collaboration is being carried out on the brand's signature item, the apron.

The logos of "Pretty Things" and "VITAL MATERIAL" are dropped, and the logos of three brands are lined up, but the design does not look cluttered at all, which is a wonder of design.

Incidentally, the base work aprons are made of Fuji Kinmei Canvas, a pure cotton canvas made in Japan, which becomes more familiar as it is used and develops its own flavor.

It is easy to use for both men and women, and will be useful for cooking, gardening, D.I.Y., and all other situations.

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And so, that's about it for the "NAKA" section. A wide range of products that perfectly match the stylish tone and manner of the Isetan Shinjuku Men's Building.

In other words, HOUYHNHNM's curated "SOTO" does not match the world view of the Isetan Shinjuku Men's Building in a good sense, so I would like to draw your attention to the discrepancy and discomfort in this area.

The introduction of "SOTO and NAKA" is still to come.