Featuring Dassai’s challenge to expand the possibilities of sake

Sake is brewed from rice, rice malt, and water. In December 2024, Japan’s “traditional sake-making” was registered as a UNESCO Intangible Cultural Heritage, garnering further attention to sake. Among the many sake brewing companies, Asahi Shuzo’s Dassai from Yamaguchi Prefecture is opening up new value for sake by establishing a brewery in New York and starting production in the United States. This time, we’re hosting an event featuring the “challenge” of this Dassai. At the event, we will introduce their challenging initiatives, such as “DASSAI BLUE Beyond the First Step,” brewed using American-grown Yamada Nishiki rice in a New York brewery, and their plans to brew sake on the International Space Station module “Kibo.”

Dassai Blue DASSAI BLUE Beyond the First Step (720 ml / Made in America) (Limited to 100 bottles) [Exclusive to Isetan Shinjuku]: 132,000 yen

[Regarding the Sale of Alcoholic Beverages]
*Consumption of alcohol is prohibited by law for individuals under 20 years of age.
*Alcoholic beverages will not be sold if the customer’s age cannot be verified as being 20 or older.
*The alcoholic beverages on this page are sold based on the Notification of License for Sale of Alcoholic Beverages.

Pop-up store for KEITA MARUYAMA commemorating the brand’s 30th anniversary

Marking its 30th anniversary, KEITA MARUYAMA is a brand by the globally acclaimed Keita Maruyama, centered on the concept of “clothes to wear on special days / clothes that fulfill the heart.” Maruyama is a designer characterized by delicate handcraftsmanship and bold use of colors, who also creates live performance costumes for artists, as well as costumes for theater and ballet. In recent years, he has expanded his activities beyond the realm of fashion to encompass lifestyle in general. At this pop-up store, we offer a special selection of items ranging from fashion to interior design, including collaborations with friendly brands.

[Pre-sale] KEITA MARUYAMA × Ball & Chain Eco Bag: 6,600 yen
*This product will be prioritized for purchase with an MICARD until 3:00 PM on February 19th (Wed), the first day of the event.

Japan Designers Jewelry: Wearing the Sensibility of Designers

The area to pay attention to in the JEWELRY section is the “Japan Designers” zone, which curates brands by Japanese designers. We offer a selection of jewelry that showcases the sensibility of Japanese designers, such as RAWJE, which crafts pieces by observing diamonds and carving the metal according to their natural shape; shinkai, which creates designs that highlight the uniqueness of baroque pearls; and KAORU, known for “Japanese-style jewelry” and has been exhibited twice at the British Museum.

Delicate thinness and gentle touch on the skin. A watch that showcases the craftsmanship of a skilled watchmaker

At Isetan Shinjuku’s WATCHES section, we have prepared a dedicated area that exclusively features domestic watch brands and promotes their value. This time, we would like to introduce you to one of the brands, CREDOR. CREDOR is a dress watch brand with a rich personality, founded in 1974, based on Japanese sensibilities and exquisite craftsmanship. True to its name, which comes from the French “crête d’or” meaning “pinnacle of gold,” this brand continues to preserve the beauty and quality of its watches from the movement down to each tiny component by pouring master craftsmanship into meticulously chosen materials. The Goldfeather Collection is a series created with the concept of “an ultra-thin mechanical watch that is soft and light as a feather.” It is thin and light of course, and all the parts that touch your wrist are composed of curves to ensure a gentle feel on the skin. This is a piece that epitomizes Japanese technology and aesthetics, with even the smallest screws given a mirror finish.

CREDOR Watch “GCBE989” (SS case: diameter 37.1 mm / approximately 37 hours power reserve / 3 ATM water resistance / manual winding): 1,320,000 yen
□ WATCHES, 5th Floor of the Main Building, Isetan Shinjuku

Artistic craftworks of Fukagawa Seiji nurtured by 130 years of history

Arita in Saga Prefecture, known as the birthplace of Japanese porcelain, has been producing porcelain for over 400 years. Around 1650, the Fukagawa family, who had been engaged in the kiln-firing business in this area, founded Fukagawa Seiji in 1894. The beauty of the Fukagawa style, including sometsuke (underglaze cobalt blue), uwae (overglaze painting), somenishiki (underglaze cobalt blue with overglaze painting), and yukasai (underglaze polychrome), is appreciated by ceramics enthusiasts worldwide. This time, we are holding an event to commemorate the 130th anniversary of the brand’s founding at Isetan Shinjuku. Craftworks that collectors drool over are displayed, such as the “Ancient Celadon Glaze Camellia Pattern Handcrafted Large Bowl,” which features a uniquely developed deep olive-green celadon glaze and is decorated by traditional craftsman Shoka Baba. In addition, we will introduce new works from the climbing kiln “Tanigama,” which is only fired once a year. This event allows you to experience the skills and spirit of the craftsmen that have been passed down since the brand’s founding.

Fukagawa Seiji Ancient Celadon Glaze Camellia Pattern Handmade Large Bowl (diameter: 28 cm): 880,000 yen

The craftsmanship of Seki City, Gifu Prefecture, which supported the history of katana

Seki City in Gifu Prefecture, Japan, is renowned as one of the world’s three major cutlery-producing regions, alongside Sheffield in the United Kingdom and Solingen in Germany. In Seki City, skilled craftsmen create MIYABI through more than 100 different processes. The high level of hardness and corrosion resistance, as well as the sharp cutting edge, are achieved by layering multiple sheets of stainless steel around extremely hard cutlery steel known as the core material. The beautiful Damascus pattern, resembling tree rings, is created through this manufacturing process. The handle, made from natural birch wood reminiscent of traditional Japanese knives, is also appealing. At the shop in Isetan Shinjuku, specialist staff are always on hand, so you can actually pick up and examine the items yourself.

MIYABI
Front: Santoku knife (blade length: 18 cm): 38,500 yen
Back: Small knife (blade length: 13 cm): 27,500 yen
□ KITCHEN DINING GOODS, 5th Floor of the Main Building, Isetan Shinjuku

Introduction of recommended living room products.

Pursuing beauty and comfort: CALMANTHOLOGY

Designed by Makoto Kaneko, who aims to create Japan’s top off-the-shelf men’s shoes, CALMANTHOLOGY shoes are crafted by domestic artisans. The brand has a strong reputation for crafting shoes that prioritize comfort, such as incorporating shoe lasts with shifted centerlines to encourage the correct walking method known as “aori (rolling) walking” (landing on the outer heel and pushing off with the base of the big toe in a rolling motion). The refined minimal design is versatile, making it suitable for a wide range of occasions, from business to casual settings. The space-conscious design, created by the interplay of cut lines, allows one to feel the beauty of the empty space.

CALMANTHOLOGY Loafers (cow leather): 135,300 yen

The fusion of ukiyo-e and contemporary culture depicted by Taichi

Born in 2005, Taichi is just 19 years old. Ever since he was young, Taichi loved drawing and was skilled at illustrating the mysterious worlds in his head. Having made a sudden rise to fame by appearing on a TV program during middle school, he continues to thrive even now as a university student. In this solo exhibition, we will showcase works that pay homage to ukiyo-e, among others. Ukiyo-e refers to woodblock prints that flourished in Japan during the Edo period. Themes such as Kabuki actors, landscapes from travel destinations, and the beauty of nature were depicted, and these were mass-printed so that common people could easily enjoy them, leading to their widespread popularity. Ukiyo-e, which is vivid and allows you to feel the traditional beauty of Japan, is highly regarded around the world. While incorporating that essence, these works express Taichi’s unique worldview interwoven with modern culture such as manga and anime.

Taichi “Manga Culture” (15 × 9.5 cm): 55,000 yen
*Purchases of original artwork are limited to one piece per person.

Anti-aging care* born from “black rice” and fermentation technology

The skincare brand FAS was born from the encounter with Kyotango’s “black rice” (an ancient Japanese rice) and fermentation artisans. The black rice cultivated in Kyotango is a deep black color and is rich in anthocyanins. FAS has utilized black rice inherited from ancient times as an ingredient to craft a fermentation liquid containing 738 components in a single drop. This creation is at the heart of their new fermented anti-aging care*, designed to give your skin a radiant and resilient glow. The brand is usually on display in the COSMETICS section on the 2nd Floor of the Main Building, but a limited-time event will be held on the 1st Floor of the Main Building. At the event, we will also introduce furoshiki bags made from “Tango Chirimen,” another specialty of the Tango region. Tango Chirimen is a traditional silk fabric that has been passed down in the Tango region for over 300 years.
It is a unique item that applies the concept of furoshiki, a single piece of cloth used to wrap various items, to a bag.
*Moisturizing care appropriate for your age

FAS
Left: FAS THE BLACK ESSENCE (200 mL): 11,550 yen
Right: Chirimen & Bangle: 16,500 yen

Breathtaking beauty of the furisode: a special garment for Japanese women

Furisode is a type of kimono and is considered formal wear for unmarried women in Japan. Nowadays, it is often worn at the “Gathering of 20-Year-Olds” and as an outfit for attending parties as a guest. This type of kimono is sometimes passed down to one’s own daughter and cherished across generations. This time, we are introducing a furisode from the long-established brand CHISO, which was founded in Kyoto in 1555. The fabric dyed using the technique called oke shibori, which involves dyeing with a bucket, is adorned with luxurious and splendid embroidery. The embroidery pattern is derived from the game Kai-awase, which has been passed down since the Heian period. Due to their shape as a pair of shells, they have been considered a lucky design symbolizing marital harmony. Furisode are not only for wearing, but some people abroad also use them as interior decorations to adorn their rooms. Wouldn’t you like to enjoy the traditional beauty of Japan?

CHISO Furisode (100% silk)
Outer fabric: 1,078,000 yen
Tailored: 1,229,800 yen