as a nation steeped in tradition, the heritage trend never goes out ouf style in japan, and it's no wonder woolrich does very well here. aiming for an even bigger following, the american leisurewear brand has boldly raised its profile with a prestigious new flagship store, just off bustling omotesando dori. occupying two levels of a modern structure with a brick façade - mind you, it's a replica of the brick wall that's found in the original woolrich pennsylvania mill - painted in the brand's iconic buffalo check plaid, it features an interior design by architect masamichi katayama of tokyo-based architecture practice wonderwall.
the design is decidedly modern, but references woolrich's rustic roots through the abundant use of natural materials, a demure colour scheme, and a playful mix of modern wooden furniture and carefully selected vintage props. so, what's on the shelves? the new woolrich flagship stocks both men’s and women’s apparel and accessories from the brand’s contemporary collection, in addition to coveted menswear pieces from the designer label, woolrich woolen mills by designer and heritage style guru mark mcnairy. as an opening bonus there's also an exclusive collection of buffalo check plaid vests, parkas and jackets, all made in the original woolrich pennsylvania mill. location: 6-1-2 jingumae [harajuku].