tokyo: rag & bone store renewal

© rag & bone

the rag & bone flagship store in tokyo first opened in 2018 and was the brand's first outpost overseas. and now, eight years on, a full revamp has given the store a new look and functionality that lives up to the laid-back lifestyle of its clients. previously a private residence, the store's basement section has seen the most dramatic transformation as it has become a café that's run in collab with verve coffee roasters from the coastal town of santa cruz in california. the coffee parlour is set up as a destination in its own right, and as such, it has its very own entrance and opening hours. designed by fashion stylist yohei usami, the setting is inspired by 1950s modernist architecture and features a service station on one side and an elongated sofa and vintage scandinavian chairs directly opposite. 

a selection of framed photographs by american indie filmmaker ben safdie adorn the walls. the menu obviously lists coffee concoctions, all freshly made with a kees van der westen coffee machine, in addition to waffles with different toppings, and for a limited time only, rag & bone memorabilia that commemorate the café opening. as for the boutique, the aesthetic is defined a certain understatement, captured by wooden flooring, tv screens, suspended mannequins, simple displays and fixtures, and last but not least, colourful wall decorations by japanese graffiti artist suiko. the men's section on the third floor even features a custom-made record player and amplifier that adds to the store's newly acquired lifestyle vibe. the renewed rag & bone flagship store carries the brand's full range of men's and women's apparel, accessories and shoes. location: 5-12-3 jingumae [harajuku].

© rag & bone