TOKYO — Bagir, the Israeli clothing company that markets itself as a maker of innovative, performance-driven suits, has opened a concept store in tech-savvy Tokyo.
The 915-square-foot store, which marks the first time Bagir branded apparel has been sold outside of Israel, bowed last month in the city’s Roppongi district.
“We decided to start in Japan because the culture loves innovation and technology,” said Moshe Gadot, the company’s global development and marketing director.
He’s hoping the Japanese market will embrace Bagir suits, which feature featherweight, active-stretch and machine-washable fabrics. The company also offers designs, including MusicStyle, which has an iPod-equipped blazer, and another suit whose sleeve pocket is designed to accommodate Tokyo’s scannable subway cards.
The store, designed to look like a spaceship, expresses the company’s belief in tech. Shoppers enter through a hexagonal portal to a spare white space and blinking lights. Concept suits are called out behind glass cases, and the rest of the collection is sheathed in plastic bags and housed in transparent storage units, not unlike Tom Ford’s New York store. But where Ford treats his clothes like museum artifacts, the suits at Bagir’s store seem hermetically sealed for NASA.
“We wanted everything to reference the future,” said Gadot. Even the rest rooms. As soon as the customer enters, music clicks on and the toilet automatically cleans itself.
Bagir hopes the store will give an entrée into Japan’s wholesale market and lead to other doors across Asia.
The company also operates three stand-alone stores in Israel, though the brand is marketed differently there. “It’s really a lifestyle brand in Israel,” said Gadot.
Outside of Israel and now Japan, Bagir is known as a private-label clothing maker for top companies, including Brooks Bros. and Marks & Spencer. David Feig, the company’s vice-president of marketing, said one out of every six suits in Britain is made by Bagir.