Fashion July, 14 2012

TOKYO SUMMER MADNESS or: How I learned to stop wearing a shirt and love the Yukata

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The Isetan Shinjuku store has once again planned something special for its The Stage initiative. ‘TOKYO SUMMER MADNESS or How I Learned To Stop Wearing A Shirt And Love The Yukata’ is a collaborative project with a series of high profile Japanese brands. Each one of them worked on the traditional Yukata, the summer kimono and interpreted it in their own way and design.

Overall 10 brands participated in the project, including Undercover, White Mountaineering, mastermind JAPAN, Phenomenon, GB, TheSoloIST, GVGV, Wacko Maria and Mina Perhonen.

The project will run at the Isetan Shinjuku store from July 25 until July 31. Also make sure to take a look at the behind the scenes video here below.