AIGLE opens a new Jiyugaoka store with a capsule from SETCHU's Satoshi Kuwata
AIGLE's Japan operator opened a new store in Jiyugaoka's freshly built station-front complex on 17 September, timed to a capsule collection with LVMH Prize-winning designer Satoshi Kuwata of SETCHU — a bid for a prominent floor in one of Tokyo's newest landmark buildings.
AIGLE opened a new store in Jiyugaoka on 17 September, timed to a capsule collection with the designer Satoshi Kuwata's label SETCHU, according to Lacoste Japan Corporation, which operates the French outdoor-heritage brand in Japan.
The store sits on the second floor of JIYUGAOKA MUSE SQUARE, the 15-storey complex that opened the same day in front of Jiyugaoka Station. Lacoste Japan's announcement does not disclose the store's floor area.
The capsule, called AIGLE by SETCHU, launched a day earlier on 16 September through AIGLE's own stores and online shop, plus temporary pop-ups at Shibuya Scramble Square, Nagoya Takashimaya and Osaka Hankyu Men's. According to the release, Kuwata reworked AIGLE's own visual codes for the line — pleats cut into the shape of the letter A, the brand's double stripe, and origami-inspired detailing on the logo.
Kuwata, whose own label SETCHU won the LVMH Prize in 2023, gives a French heritage rainwear brand a currency in Japan its name alone might not carry: a capsule tied to a Japanese designer with international standing turns a routine store opening into a reason for press and customers to show up on day one. Matching the launch to the new building's opening date also secures AIGLE a prominent floor in one of Tokyo's newest landmark complexes, rather than folding a quiet relocation into an ordinary corner of Jiyugaoka.