Fans gathered in large numbers! Teva's new product launch event held at Atmos Harajuku.
Teva is known as a pioneer of sports sandals. In recent years, Teva has been releasing not only sandals but also sneakers equipped with the latest technology that can be used both in the city and in the outdoors. At the end of August, Teva held a launch event for its new products at ATMOS Harajuku, a store that has been leading the sneaker boom. The event was held prior to the release of the new models, and many visitors gathered to be among the first to get their hands on the hottest models. Here are the highlights of the night that was full of excitement!
The centerpiece of the Fall/Winter 2018 season is the new Peralta.
It was Friday night, the last weekend in August. Among the various reception parties and launch events held in various locations, the most crowded event was the launch of Teva's new collection at ATMOS Harajuku. The highlight of the event, which attracted many visitors even before the doors opened, was the new "PERALTA" series, which has been added to the lineup for the 2018 fall/winter season.
PERALTA
These high-tech sneakers are made of water-repellent suede and neoprene for a soft, comfortable fit, with a lightweight EVA foam mid-sole to cushion any impact, and a specially designed cushioned footbed for stress-free comfort. Available in men's sizes only and in three colors: black, charcoal gray, and olive. 15,0000+TAX
PERALTA CHUKKA
In the foreground of the photo, hanging in a wooden box is the Peralta Chukka. The water-repellent suede and neoprene materials, as well as the mid-cut design, will be more useful for street wear. These are also available in men's sizes only, and come in three colors: black, lark, and burnt olive. 19,0000+TAX
Next was the "Ember Moc 2," a 2-way sneaker that was introduced last year and has been updated for this season and is rapidly gaining popularity. The heel of the shoe can be stepped on to convert it into a slip-on, while the heel can be firmly put on to convert it into a sneaker, and there was a line of people waiting to try them on.
EMBER MOC 2
The brand's first 2-way sneaker, the "Ember Moc," was released last fall/winter season. The successor model to the "Ember Moc" has a quilted upper filled with cotton, and can be worn like sandals by stepping on the heel. Designed with a modern outdoor taste despite being a slip-on type, it will be useful for indoor wear as well as street wear. 9,000 yen + tax
EMBER LACE
The "Ember Lace" is a new model in the "Ember" series featuring a quilted upper. The form is arranged in a mid-cut shape, and the laces, which can be freely adjusted for fit, provide a stable and comfortable fit. The finish looks great not only for street wear, but also for outdoor activities. The men's version comes in black and burnt olive, while the women's version comes in birch (white), black, and burnt olive. 14,000 yen + tax
The restaurant was filled with people as soon as the doors opened.
When the doors opened at 7:00 p.m., visitors who had lined up outside went inside the store at once. The store was quickly filled with people, indicating the high level of interest in the event. The age range and fashion styles of the visitors varied greatly. The wide range of customers and the fact that there were more women than at other sneaker events was also impressive.
Suda-san, a press representative for Atmos, explains about Teva.
The staff's feet were immediately adorned with the new sneakers. The brand used to have a strong outdoor image, but I realized that its recognition as a town-use brand is spreading. Outdoor sneakers that fit in well in the city are the ideal style that Teva is aiming for today.
A splendid lineup will take the stage to discuss Teva's appeal.
At the end of the event, Takashi Imai (left), the first "ATMOS" store manager, hosted a talk show about Teva, with current "ATMOS" director Hirofumi Kojima (middle left), celebrity Yu Nakamura (middle right), and stylist Kenichi Taira (right) as invited guests. The guests spoke from a variety of perspectives, including their frank opinions after actually wearing the new models, as well as their own recommendations for coordinating their outfits. The sneaker boom is in full swing these days, and the appeal of Teva, as described by the key persons who are creating the cultural trend, was well-received by the audience.
During the talk event, Mr. Imai asked the audience, "What is your image of Teva? The majority of the audience was asked, "What is your image of Teva?" While the majority of the audience had a strong image of sandals, I got the impression that sneakers are steadily gaining recognition as well.
A large gathering of Tebarabars! Snap a picture with your shoes in hand.
Finally, we picked up some snaps of the influencers from among the many visitors! Each of them participated with their favorite model in hand and a smile on their face.
Image Models" had a strong presence in the exhibition hall.
Ayutake Ueda (left) and Negoshix (right) of Good Walkin, core members of the "Sneaker Club" consisting mainly of Yoshimoto comedians, were snapped. The comedian world's biggest sneaker enthusiasts also seemed to be interested in the new Teva sneakers.
Model Sakimi Kanda is also a TV personality, appearing as the Tabi Salad Girls in Asahi Broadcasting Corporation's "Asa! She is a model and TV personality who has appeared as the "Tabi Salad Girls" on Asahi Broadcasting Corporation's "Asahi! She also has a sporty side, having completed the Honolulu Marathon and Tokyo Marathon in the past.
Mami Shimamura is a beauty model who also works as a yoga instructor. She says that her favorite color is Peralta, a black color that blends well with her own style.
Model Miyu Furukawa is also active in aroma-related activities. She chose the new "Ember Lace" model, which features clean and feminine coloring.
With a big smile on her face, mama model Sayaka Ogata, who just had her first child this year, cooperated with us for the snapshot. She chose a pair of military-colored "Ember Lace" shoes. The fashionable design was the deciding factor.
Erika Matsumoto, a model and gravure idol, is a sportswoman with many active hobbies, including running marathons, kickboxing, and biking. She selected the "Ember Moc 2" because it is easy to put on and take off.
Teva was born in 1984 and developed the world's first sports sandals. The brand has continued to make innovative efforts, and we cannot take our eyes off the products it will be developing in the future.
