Parisian footwear label both opens its first flagship store in Tokyo’s Kita-Aoyama neighborhood.
Since its launch in 2016, both have explored the endless possibilities of one material: rubber. Exaggerated rubber treads and vulcanized rubber dips are signatures of the brand and have earned both a reputation as masters of fusing statement industrial styles with contemporary minimalism.
The store interior plays with these creative combinations.”The store merges sleek industrial elements with raw construction materials used in an unconventional way. This contrast of polished and rough reflects the both values and the playful experimentation the brand is known for in its products.
– Nicolas Santos, Both Artistic Airector
Japan’s capital was the ideal destination for the global flagship. Both’s designs are at home in the futuristic-feeling supercity and amongst its vibrant fashion scene. And it’s Japan’s creative community that both has invited to help mark the launch. Jenny Fax, the designer of cult eponymous Tokyo fashion label, will exclusively curate an art installation and window display under the theme of “Celebration”. The designer has reworked two both styles and created a series of shoe charms that are attachable to signature POP and GAO shoes.
Designer Mihara Yasuhiro, photographer Chikashi Suzuki, and Illustrator Eri Wakiyama were also invited to design one-of-a-kind graphic stickers that will be available for guests to draw from gumball machines.
With the store opening comes the launch of the spring/summer 2020 collection “Dune”, inspired by geology – rugged earth, sand dunes, and ancient rock. Natural and synthetic materials clash, with cotton canvas, jute, rubber, and cork mixed with technical molded rubber details, nylon, and the chunky constructed soles.
Location 1F Kita Aoyama, 3-9-1 Minato-ku Tokyo, 107-0061
WHERE FASHION GETS CREATIVE
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