Celebrating its 5th anniversary, YOSOOU opens its first directly managed store in Jingumae 6-chome, Shibuya-ku.

YOSOOU | 粧う

A stretch downwear brand offering men's and women's items

Flagship store opens to mark brand's 5th anniversary

YOSOOU, the stretch downwear brand, is celebrating its 5th anniversary this year. Its first directly managed store, "YOSOOU to HANGE SHOW," designed to convey the brand's world, opened on September 5th in Jingumae 6-chome, Shibuya-ku, Tokyo.

Text by KAJII Makoto (OPENERS)

Establishing a new zone for downwear

The brand YOSOOU, helmed by director Shin Ito, debuted with its 2011 Autumn/Winter collection, featuring the new "Dual Flex®" 2-way stretch material. It proposes stylish, standard downwear for urban wear and is noted as a unique brand that appears only in the autumn and winter seasons.

While YOSOOU has previously held pop-up shops at major department stores and specialty shops nationwide, its uniquely developed washable 2-way stretch material and designs have gained popularity, leading to the opening of this flagship store as a permanent space to showcase its collections.

The interior of the "YOSOOU to HANGE SHOW" shop is designed like a gallery, with products and art centered around the season's theme and concept, surrounded by YOSOOU's collections. Currently, in collaboration with "PASS THE BATON Omotesando" and the Green Down Project, a collection box for a recycled down project is installed.

Let's give new life to unworn down

The "YOSOOU" DOWN RECYCLE & REBORN COLLECTION— by Green Down Project" at the "YOSOOU to HANGE SHOW" store collects unwanted downwear and futons. The collected down is cleaned and dried through the general incorporated association "Green Down Project," and reborn as raw material for new, valuable down products.

YOSOOU plans to create collaboration items "YOSOOU x PASS THE BATON" using this material starting in 2016.

Incidentally, as YOSOOU is a brand that only offers collections for autumn and winter, it handles the swimwear brand "HANGE SHOW" during the spring and summer seasons. The contrasting collections for autumn/winter and spring/summer are also noteworthy.