Hiroyuki Fujita is shifting gear. Born in Shimane in 1979, a prefecture in southern Japan, the designer took an unusual detour before establishing his brand. Following a decade of work in the fashion industry, Fujita launched menswear label JieDa in 2007, while simultaneously opening select shop Kikunobu which now operates two retail spaces in Tokyo and Osaka. Three years ago, the designer snapped up the prestigious Tokyo Fashion Award three years ago which not only anchored not his stature, but also boosted confidence to take his operations to the next level—a standalone flagship store. Fujita secured a location in Naka Meguro, an area of the Japanese capital well-known for its artsy vibe and a string of independent boutiques and quirky cafés alongside the Meguro Canal. The store occupies the ground floor of an inconspicuous residential building just north of the aforementioned waterway, alongside Saigoyama Dori.
Large floor-to-ceiling windows instantly reveal an austere setting to passers-by. The building’s whitewashed concrete shell forms the backdrop albeit embellished with a net curtain lining the walls, concealing a small storage unit along the way. Two suspended rails present JieDa‘s apparel items, while shoes and accessories are respectively showcased on a display table and metal trolley. Tucked away in the corner, behind a silver curtain, shoppers can try on the garments of their choice. Also, Bang & Olufsen‘s circular Beoplay A9 speaker turns out to be a veritable eye-catcher in this minimalist space. The JieDa store carries the full range of Fujita’s hybrid men’s streetwear silhouettes, in addition to a concise range of collaborative items with other brands in celebration of the flagship store opening, including Name., Peace Denim, CULLNI and Diaspora Skateboards.
JieDa
1-19-3 Aobadai (Naka Meguro)
Tokyo 153-0042
Telephone: +81 3 64278464
Daily 12pm-7pm
Publishers Note
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