Dsquared makes its first foray into a place where youth culture flourishes. What is the industrial space that shows a new aspect of the brand?

Omotesando, Tokyo is known as one of the most fashionable streets in Japan. One of its landmarks is Omotesando Hills, a commercial facility completed in 2006. The facility houses more than 100 stores selling clothing, food, and housing, and attracts culturally sensitive men and women on a daily basis.

This March, Dsquared2 opened a directly-managed store in Omotesando Hills. The store is located on the first floor of the main building of Omotesando Hills, right next to the main entrance. Please watch the 1-minute video below.

This 170-square-meter store occupies the space of two stores. Bare concrete, metal corrugated plates, lattice louvers on the ceiling, hanging poles and lighting suspended by chains, fixtures made of chip urethane foam.... The result is a space with an industrial mood that shows a new side of the brand.

The attention to detail is also evident in the layout of the merchandise. Men's and women's sections are not separated, but rather cohabitate so that anyone can pick up a piece of clothing without hesitation. In the center of the store, a message made of neon tubes is displayed to show the brand's stance. Furthermore, in keeping with the characteristics of this area, the store specializes in casual wear without formal wear, including a denim section not found in other stores.

Of course, products commemorating the opening are also available. A series of spring-like floral prints with graffiti-style lettering has been prepared.

Shirt ¥113,960

Sweatshirt ¥95,700

T-shirt ¥51,700

Shorts ¥55,990

Bucket Hat ¥46,200

The Omotesando and Harajuku area is actually a special place for Dean and Dan Kaytin, the brothers behind Dsquared2. The two pop culture enthusiasts visit this area every time they come to Japan to get a feel for the style and mood of today's young Japanese. In fact, it was here that they were inspired to create the "Kawaii" pant silhouette for their women's collection.

This is Dsquared2's 17th store in Japan, which is of great significance to the brand. A visit to this store will give you a direct impression of the brand's worldview.

Photo & Movie_Takuma Utoo