The concept is tennis. Set-in, a new brand by that famous buyer, is finally making its debut!

There are many fashion brands that incorporate sports elements, but I think there are not many that face tennis and other sports so head-on. 2024SS debut of the newest brand.Setinn..

The brand name is an anagram of the word "Tennis," which means "beginning" or "establishing.

Shingo Arai, a well-known buyer at BEAMS and a tennis lover in his own right, is in charge of this brand. Every item in the "set-in" line is filled with gimmicks and details related to tennis, and this is what makes the brand unique.

In addition to athletic wear, the store also offers traditional items such as navy blue blazers and tilden knits, which are essential for tennis style. Since the product lineup covers both on and off the court, the range of items seems to be wide, even if we speak of tennis in a single word.

Another charm of "set-in" is that tennis is a sport for ladies and gentlemen, so it has a clean atmosphere. While it has a streetwise feel, it also has a fresh, clean look.

Yes, the mesh lining on all items, with the exception of the cut and sewn items, is also a point of interest. This is not only to add a sporty flavor, but also as an assortment unique to "set-in," so that you can play right away no matter which item you are wearing.

Set-in" is a brand with a completely new feel, different from existing sports brands or even street brands. The first delivery will be on February 23 (Fri.).

HOUYHNHNM's will soon publish a feature article on Mr. Arai, the director, so please look forward to it as well.