Reaching 100% Through Use

"Seventy Eight Percent," launching in Japan this spring, is a Hong Kong-based bag brand founded by Israeli designer Shai Levy, who relocated to Hong Kong in 2003.

Shai Levy spent many years designing bags for outdoor brands. By merging functional, cutting-edge, sophisticated street style with exceptional craftsmanship, he has created products that combine performance and functional quality.

The "Seventy Eight Percent" collection, now arriving in Japan, is handcrafted using full-grain Italian leather tanned with environmentally friendly vegetable tannins in workshops in Tuscany, Italy, and cotton canvas from Kurashiki woven with the highest traditional techniques. Since its debut in October 2009, it has been featured in numerous design and fashion magazines and is now available in over 40 high-end design stores and select shops in Hong Kong, Singapore, South Korea, Australia, Europe, and North America.

Designer to Visit on the Afternoons of the 18th (Sat) and 19th (Sun)

Regarding the remaining 22% of the brand name "78%," designer Shai Levy explains, "The intentional incompleteness is filled by the user's lifestyle and the aging of the materials. It becomes a 100% product adapted to the user."

The first fair at Isetan Shinjuku Men's Building will feature a full lineup of popular items, including the brand's signature "Back to Old School Collection," as well as attaché cases and laptop cases tailored to fit documents and gadgets.

Seventy Eight Percent offers functionality and style suited to modern lifestyles, using materials that develop character with use, transforming into a unique vintage item. This is the most anticipated bag brand of the season.



WORKING UNIT JAPAN
6F, METLIFE Aoyama Building, 2-11-16 Minami-Aoyama, Minato-ku, Tokyo
Tel. 03-6820-8434
http://www.jp.workingunit.com/qa-brands/SeventyEightPercent