This Season's Collection Highlights Blue

BEATITUDE is a brand for urban dwellers who desire an independent lifestyle. The brand's policy is to create simple, enduring clothing based on its own values. The newly opened flagship store, "BEATITUDE TOKYO," is located near the Konno Slope on Aoyama Dori.



Jiro Adachi, who presides over BEATITUDE, commented, "It's located between Aoyama and Shibuya, and near the store is Image Forum, which disseminates information about video art. There are also many unique shops like bars, cafes, and restaurants, making it an interesting area."

This season, BEATITUDE presents a collection centered on "blue," featuring natural indigo and mud dyeing. The store also offers original beaded accessories, ceramics from the historic American pottery manufacturer "BAUER POTTERY," founded in 1885, and silk screen prints by artist Naotsugu Kazama, a friend of Adachi.



In the fall, "we will offer shop-exclusive items, including indigo-dyed bandanas, notebooks, and candles," they say. It's a place you'll want to visit casually, as if going out to play.