Celebrating its 20th anniversary, RESTIR is rolling out various collaborations centered around the theme of "creations we want to preserve and pass on to the future." Furthermore, the online storeRESTIR.COMhas also undergone a major renewal, with MEDICOM TOY set to open a new store on December 12. Here, we spoke with Hiroyuki Shimizu, Representative Director and President of RESTIR, about how they plan to navigate the new normal and their vision for the future.

The online store of "RESTIR," a luxury select shop celebrating its 20th anniversary this year, RESTIR.COM, has been revamped into a more user-friendly, information-driven e-commerce site. Featuring a loading animation on the homepage, the site operates under the keyword "What's WOW Now," offering a shopping experience alongside curated topics and featured articles.
Among the featured brands are current favorites like RAF SIMONS, known for its upcoming release of modern interpretations of past archive collections in December, alongside sacai, 1017 ALYX 9SM, TOM FORD, MAISON MARGIELA, and LOEWE.
Additionally, on December 12, MEDICOM TOY will launch its first store within the site. To commemorate the opening, they will offer the exclusive "BE@RBRICK BlackEyePatch 1000%" available only on the site, as well as various apparel items previously pre-sold at the pop-up event "AKASHIC RECORDS."
The apparel industry in 2020 has seen a significant shift in consumer behavior due to the stay-at-home orders and the widespread adoption of remote work prompted by the pandemic. We spoke with Hiroyuki Shimizu, Representative Director and President of RESTIR Inc., who aims to deliver "WOW"—excitement—to customers more than ever, about his aspirations for this site renewal.

—Congratulations on your 20th anniversary. From your first store in Kobe in 2000 to your current location in Roppongi, Tokyo, RESTIR has always seemed to be at the forefront as a pioneer of luxury select shops.

Shimizu—Thank you. To commemorate our 20th anniversary, RESTIR is currently running various collaboration projects with the keyword "creations we want to preserve and pass on to the future." The first installment featured "Bamboo Chopsticks" from Kōchōsai Kosuga, a long-established bamboo craft manufacturer in Kyoto. Bamboo, which has been a part of Japanese life for centuries, grows in just 4-5 years and is attracting attention as an environmentally friendly material for the next generation due to its pesticide-free cultivation. Similarly, from a sustainability perspective, READYMADE's new "EASY CHAIR," made from recycled plastic bottle caps, is currently being showcased with an installation and pre-orders at our Roppongi store.

—We look forward to seeing the items you select through RESTIR's unique lens. Could you tell us about the renewal of your online store, RESTIR.COM? With recent globalization and the widespread use of smartphones, hasn't the presence of online stores in the fashion world become increasingly significant?

Shimizu—Precisely. Customers' shopping habits have diversified, with many checking items on social media or websites and then purchasing them directly. Our e-commerce sales have been growing year by year, and we've seen a significant increase in purchases from customers outside of Tokyo and from overseas. I feel this trend has been further accelerated by the pandemic, so there's no doubt it will become an even more crucial content area going forward. When people can't easily go out, they check various things on their smartphones or PCs, try things on if they know the sizing, or buy directly from brands they're familiar with. My own online usage has increased dramatically in the past six months, and I imagine our customers feel the same.

—Like your physical store in Roppongi, Tokyo, RESTIR.COM features many trendy brands, showcasing items filtered through RESTIR's perspective.

Shimizu—We launched our website over 10 years ago, which was quite early for an apparel retailer. We've changed the look of the top page multiple times. The last major change, about four years ago, coincided with the rise of influential brands like Off-White and VETEMENTS, so we designed the layout to prominently feature these brands, aiming to create excitement for customers seeking them out.

—How has that changed with the current renewal?

Shimizu—Upon accessing the site, you'll first see a loading animation, similar to what you might find on movie or official brand websites, followed by the message, "Find Your WOW Moment – Discover your excitement at RESTIR." I believe we're one of the first, if not the only, apparel e-commerce sites to incorporate such a loading sequence. As e-commerce sites increasingly need to convey messages and concepts, we wanted to present our philosophy right from the start with this visual element.

—So, "WOW" is a key keyword.

Shimizu—Isn't the excitement the very essence of fashion? The joy of excitement remains unchanged, regardless of the circumstances, and perhaps it's something we should proactively provide, especially in times like these. To that end, the homepage now features a "What's WOW Now" section, introducing "What is WOW right now?" This section will showcase recommended brands and items that embody RESTIR's message and concept, as I mentioned earlier.

—While the amount of information has increased, it's still possible to browse by brand, giving the impression of a design that prioritizes user convenience.

Shimizu—We wanted the homepage to be very simple. Too much content can make it difficult to navigate. Therefore, we've opted for huge fonts to highlight the information we truly want to convey, while ensuring the site remains easy to shop on, striking a balance between the two. Going forward, we will regularly share news-related topics and, on December 12, introduce MEDICOM TOY's section at the top of "What's WOW Now."

—What led to MEDICOM TOY opening a store within RESTIR.COM this time?

Shimizu—Mr. Akashi, the president of MEDICOM TOY, has been a customer since about 15 years ago. Of course, I knew of MEDICOM TOY even before that and thought BE@RBRICK was a brilliant invention. I've always respected their ability to create a platform for collaborations across all genres, conceiving something beloved worldwide. So, I had always wanted to collaborate with Mr. Akashi.
Therefore, taking advantage of this site renewal, I contacted him saying, "We're renewing the site, would you be interested?"

—With MEDICOM TOY opening a store, there will be exclusive items for RESTIR.COM, the first of which is the "BE@RBRICK BlackEyePatch 1000%," notable for its "Handle with Care" sticker.

Shimizu—BlackEyePatch is a Japanese brand that began its apparel line around the time street brands started gaining prominence. Their promotional work, like Kishin Shinoyama photographing the Yurufuwa Gang, and the deep cultural understanding and solid background of their designers are incredibly interesting, which is why we've had a long-standing relationship with them at RESTIR.
We sold the 400% BE@RBRICK of the same design released last year, and it sold out on the first day. They are gaining attention internationally, and we want to support their growing global presence, which is why we decided to release the 1000% size exclusively on RESTIR.COM. Mr. Akashi also mentioned during our meeting, "The 1000% BE@RBRICKs are selling very well right now." Indeed, I've often seen photos of them displayed in overseas users' homes on Instagram. To commemorate the release, we'll also be launching photo t-shirts and iPhone cases featuring the "Handle with Care" BE@RBRICK image, so fans of BlackEyePatch should look forward to them.

BE@RBRICK BlackEyePatch 1000%
Size | Approx. 700mm (height)
Price | ¥58,000 (excluding tax)

©️BlackEyePatch
BE@RBRICK TM & ©️2001-2020 MEDICOM TOY CORPORATION. All rights reserved.

For the lineup of other products,click here

—So, you're not just selling MEDICOM TOY items, but also developing products through your unique filter.

Shimizu—Exactly. As a select shop, we've curated and featured numerous brands and items. However, times have changed, and our future mission is to focus more on "people" and "culture" in our communications. In that sense, the concept of selling products selected by Mr. Akashi, who possesses extensive knowledge and cultural insight across fashion, art, and toys, within RESTIR.COM is a crucial point for MEDICOM TOY's participation.
I recently attended Mr. Akashi's curated pop-up event "AKASHIC RECORDS" at Shibuya PARCO, and it reinforced my belief: simply gathering commercially viable items or trying to guess what will be popular won't resonate with customers and prevents us from expressing our individuality. RESTIR, operating in a niche market, has always felt a strong synergy with MEDICOM TOY. Our Roppongi location attracts a clientele that includes celebrities, affluent individuals, and those seeking unique styles, and our e-commerce customers are largely the same. Our greatest strength lies in our ability to precisely target this audience with MEDICOM TOY's products, and we are very excited about the potential response.

—Could you briefly tell us about your future plans?

Shimizu—It's still in the planning stages, but Mr. Akashi suggested, "Could we design BE@RBRICKs in the RESTIR style?" We've been thinking about the need to create things we desire and want to express, so we're currently exploring various possibilities. I believe BE@RBRICK itself continues to evolve with limitless potential, and we hope to find new ways to utilize it.

—With this site renewal, it seems likely that access from overseas will increase even further.

Shimizu—Previously, while fashion industry professionals might have known us, our recognition among the general public wasn't very high. To build that recognition, it's crucial to communicate what kind of store we are, what we handle, and what we communicate – aspects reflected in the changes to our homepage. Although inbound tourism is currently paused, we aim to attract more fans who will think, "I definitely want to visit when I go to Japan" once the situation stabilizes, by continuously delivering exciting experiences.

RESTIR
Address | 9-6-17 Akasaka, Minato-ku, Tokyo
Business Hours | 11:00 - 20:00
Regular Holidays | Irregular
TEL | 03-5413-3708
https://www.restir.com/