Seven by Seven is now dyed with indigo. A pop-up is now being held at Isetan Shinjuku along with items teamed up with Litmus.

SEVEN BY SEVEN" presented its collection on the runway for the first time and opened its flagship store at the same time as its 10th anniversary last year. This season, the brand presented a special collection with the indigo dyeing studio "LITMUS," and a pop-up has begun at the "Isetan Shinjuku" store.

This time, "Litmus" is indigo-dyeing items from the 24SS main collection and selected sneakers.

Unlike synthetic dyes such as indigo, the lye-fermentation process, an ancient Japanese dyeing technique using sukumo, a dye made from indigo leaves, uses only natural materials to produce its unique coloring. The fading of the color over time is also an attraction, and produces a deep taste.

In addition to the Isetan Shinjuku store, where the pop-up is being held, some items will also be available at the flagship store in Yoyogi Uehara starting on Thursday, the 25th.