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TOKYO — Japanese men’s brand Visvim is increasing its exposure with a new shop in one of Tokyo’s most visible areas.
The brand’s newest flagship, which opened Friday, is located on the second floor of the Gyre building along Omotesando Avenue in a space previously occupied by a Bulgari Cafe. Fellow tenants in the same building include Chanel, Maison Martin Margiela and various Comme des Garçons stores. It is the brand’s seventh store in Japan and its first in such a high-traffic area of a city.
“I would like to share the products we do with also mainstream people,” said Visvim designer Hiroki Nakamura. “But it has to be organic and it has to be spontaneous. I never thought I’m going to open a store that would be visible from Omotesando.”
The interior of the store is decorated with an eclectic mix of vintage and artisanal items. The boutique’s focal point is a series of early 20th century-era display cases, which Nakamura first began buying and restoring about eight years ago. He says their vintage style and high-quality construction reflect the same values he tries to instill in his clothes. Other key design points include floors of reclaimed wood collected over several years, walls of natural Japanese plaster, patchwork fabric panels on the ends of display cases, strings of vintage light bulbs, and a long, dark wood counter near the entrance.
The store also includes a coffee bar that brews up cups of Visvim’s own original roast coffee, a first for the brand. Customers can sip their latte from a long, slatted wood table on an outdoor terrace.
Nakamura said that things have been going well for his brand, both in Japan and overseas. It is currently stocked at roughly 60 stores across the U.S., Europe and Asia, as well as about 50 in Japan. It has yearly sales of between $30 and $35 million. The recently launched women’s line, designed by Nakamura’s American wife Kelsi, has also been well received, he said.
While there are currently no concrete plans for additional Visvim store openings, Nakamura said he would love to someday have his own store in New York.
“But it has to be organic and natural,” he said.