Yourself finds value in insignificant things. The first pop-up in two years is now being held at Shibuya Parco.

We live in an age of YouTube video summaries, short recipes, and the need to seek only the information we need in an efficient manner. This time, I would like to introduce a pop-up brand that finds value in unnecessary and wasteful things, as if to go against this trend.

urself MODS COAT ¥41,800

urself CONCEPT Tee "for U" & urself SHOPPING TOTE BAG ¥9,900

[<〈Started in 2018Yourself (urself). is based on the concept that it is the unnecessary things that enrich our lives, and offers not only fashion items, but also daily necessities and sundries.

The first pop-up in two years will be held at Shibuya Parco. The mod coat, which has sold out immediately after each release, is a piece that can be worn oversized by both men and women. A new spring beige color has been added, and for the first time in two years, khaki will also be available.

Also available are a concept T-shirt and an original bag, perfect for gift-giving in advance of Valentine's Day on February 14. The discreetly embroidered heart symbol is an effective accent.

urself × KEI YANAI L/S Tee ¥6,600

In addition, photographerKei Yanai. will be held at the same time as the photo exhibition.

Kei Yanai began taking photographs after meeting a photographer with an incurable disease while working as a caregiver for the disabled. His photographs, which focus on moments in daily life that are often overlooked, are in line with "Yourself"'s beliefs. A limited number of collaboration T-shirts printed with his photographs will also be available for purchase, so be sure to check them out.

. The location is in the "GIYSER PARCO POPUP" space on the 3rd floor of Shibuya Parco. It starts today and ends on Monday, February 14, so be sure to visit there for your Valentine's Day shopping.