The Jil Sander store was born in the birthplace of pop culture. The story spun by the brand takes place at Shibuya Parco.

Shibuya, Tokyo, is a town known as a symbol of youth culture.

Looking back, the "Shibu-Kaje" movement that dominated youth fashion in the late 80s and the "Shibuya-kei" music movement of the 90s, street culture that swept Japan was born there. The "Shibuya-kei" music movement of the 1990s and the "Shibu-kajei" street culture that swept Japan were born there.

Among the several landmarks in the city, Shibuya Parco is the driving force behind the boom. It has always been the center of pop culture of the times, and it still stands along Koen-dori Avenue.

Jil Sander has opened a store in a corner of this historic fashion building.

The brand is creating fashion that can be a place of relaxation for city dwellers, using designs that are not just simple but appeal to people's senses in a market overflowing with well-made clothes.

Perhaps some may feel somewhat uncomfortable with the location chosen, but Lucy and Luke Meyer, the couple behind the brand, explain it this way.

Shibuya is one of the symbols of contemporary culture and a constant source of inspiration and enjoyment for us. It is exciting to be able to realize our vision of a Jil Sander store in such a vibrant and ever-changing place. We are very much looking forward to being a part of this creative community. 

Shibuya is especially familiar to Luke, who used to hang out with friends here when he was young and visiting Japan.

The store is located in the back of the ground floor space, entered through the main entrance on Park Avenue.

The large wall facing the outside window looks plain at first glance, but it is finished with a finely wavy, plasterer's technique called "combing. The interior, paved with natural stone, is decorated in warm sandy colors, with display cases and shelves made of Japanese wood.

A wall with a combing technique.

The soft colors throughout the store, which are similar to the clothes, reflect the Mayers' vision and link to the rest of the Jil Sander stores.

When the store first opened, the lineup included shoes, bags, and small leather goods from Jil Sander, as well as clothing from Jil Sander+. The selection is in line with the Shibuya area.

Cannolo bag, a reference to the shape of a traditional pastry from Sicily, Italy. ¥206,800

The "Lid Crossbody Bag" has been part of the men's collection lineup for two seasons now. The two front ones are in calf leather (each ¥184,800), and the back one is a combination of calf leather and canvas (¥148,500).

Small leather goods and jewelry in the showcase.

Zip Wallet (¥94,600 each) and Tangle Bag (¥151,800) from the "Palm Tree Graphic Print Collection." Both are colored on top of a molded palm tree.

Sneakers inspired by the court shoes of the 80's. ¥126,500

Silk nylon T-shirt with zip on right shoulder. ¥184,800

Garment-dyed padded blouson made of silk nylon fabric.¥209,000

And to commemorate the opening, a standard canvas bag with calf leather handles was prepared. The body is a limited item in the season's khaki color. This item is only available here.

This square tote bag, exclusive to Shibuya Parco, comes in this color scheme: ¥126,500

To coincide with the store's launch, Jil Sander's campaign visuals will be jacking up billboards around Shibuya Parco until March 31 (Friday). Four different posters are posted at 16 locations in Udagawacho and Dogenzaka.

These visuals were shot in Los Angeles, USA, by British photographer Chris Rose. The landscapes and portraits, which evoke the free mood of the West Coast, are very graphical when placed side by side, and each cut is simple in composition but strong enough to catch the eye.

The first 100 shoppers to arrive at the store will receive a poster, one of four different types to choose from. Distribution will end as soon as they are gone, so be quick if you want one.

When you think about it, fashion is all about brand power. In this context, the Mayers' ability to take the baton from the founder, Jil Sander, and develop the history of the brand in a positive way is very impressive.

If you visit the Shibuya Parco store, which is a new challenge for us, you will once again be able to experience the excellence of Jil Sander.

Photo_Kazuma Yamano