fennica's Keyword: Authenticity, Offering a Lifestyle from Clothing to Home Goods

While International Gallery BEAMS is positioned as "high fashion," fennica represents "lifestyle." In contrast to International Gallery BEAMS, where one browses clothing with a sense of viewing art, with no background music, fennica, located in an adjacent corner, offers lifestyle items centered on folk crafts and traditional crafts, presented within a fashion context.

With authenticity as its keyword, fennica focuses not on chasing major trends but on items curated by BEAMS' London office buyers. "We focus on materials and craftsmanship that assure quality, whether it's clothing or household items like tableware. We also pay attention to Made in Japan, stocking jeans produced in Okayama," says Ms. Tokunaga.

Ms. Tokunaga shares, "I've always been interested in fennica and often visited on my days off. I want to enjoy items that blend traditional craftsmanship with design in my daily life, not just clothes. Since it's a combined store for men and women, I also enjoy interacting with customers."



Today's coordination features a vest from fennica's recommended brand, "Eatable of many orders." "Eatable is a brand with an atelier in Atami, and we started carrying it at fennica about a year ago. It's a unisex brand with unique designs that perfectly align with fennica's theme, making it highly recommended."

The stand-collar shirt is from the Italian brand "CAMO," while the pants and shoes are Ms. Tokunaga's personal items. She has coordinated them simply around the purple vest, which is this year's color. "In my private life, I'm more casual and often wear denim," she adds.

"What I focus on in customer service is listening carefully to what they have to say. For men's fashion, I look at cleanliness, balance in styling, and color combinations. fennica offers stimulating products and staff that broaden one's perspective on fashion and life, so even those unfamiliar with fennica are welcome to visit. I look forward to meeting individuals seeking to discover their own style."

Stores Carrying fennica:
BEAMS JAPAN 6F (Shinjuku) Tel. 03-5368-7304
INTERNATIONAL GALLERY BEAMS (Harajuku) Tel. 03-3470-3948
BEAMS WEST (Kobe) Tel. 078-230-7690