GOTHIC Yohji Yamamoto stages its first pop-up, and its first eyewear, at Isetan Shinjuku
GOTHIC Yohji Yamamoto's first pop-up doubles as its first eyewear launch, at Isetan Shinjuku Men's — and a price range running from a ¥26,400 T-shirt to million-yen gold pendants that reads closer to fine jewellery than to merchandise.
GOTHIC Yohji Yamamoto, the jewellery-led accessories line under the Yohji Yamamoto house, is holding its first-ever pop-up store — and using it to launch its first eyewear — at Isetan Shinjuku, according to Yohji Yamamoto Inc.
The pop-up runs from 26 August to 1 September on the first floor of Isetan Shinjuku's Men's Hall, the company said. The eyewear debut is a Wellington-shaped acetate frame set with 925 silver, priced at ¥156,200. It arrives alongside new silver jewellery — four necklace designs and three bracelet designs — and a line of K18 gold pendants priced from ¥2.75 million to ¥3.08 million. Leather accessories, patchwork blouses and graphic T-shirts round out the assortment, spanning ¥26,400 to ¥627,000. The first 100 customers who spend ¥275,000 or more receive a complimentary accessory case, according to the release.
The spread — a ¥26,400 T-shirt at one end, eight-figure-yen gold pendants at the other — signals where GOTHIC now sits: closer to fine jewellery than to apparel merchandising, with eyewear extending that logic into a category the Yohji Yamamoto mainline does not otherwise occupy. Isetan Shinjuku's Men's Hall has long been where the house tests new ground with Tokyo's more exacting menswear shoppers, and lending it to a GOTHIC first reads as the parent brand backing the line's next phase, not a routine seasonal event.