TOKYO BASE opens a craft-led flagship, JAPAN EDITION, on Ginza's Namiki-dori

TOKYO BASE has opened JAPAN EDITION, a new store banner dedicated to Japanese craft and artisanal heritage, on Ginza's Namiki-dori, the listed apparel group said in a statement. The store began trading on 16 July at 2-3-5 Ginza, on the low-rise arcade that anchors much of the district's luxury retail.

The concept reworks inherited techniques and artisanal heritage in a contemporary retail setting, spanning fashion, crafts and lifestyle goods, according to the release. More than 30 names are carried at launch, from heritage denim and workwear makers such as Buzz Rickson's, Fullcount, Momotaro Jeans, Studio D'Artisan and Tailor Toyo to watchmakers Seiko, Issey Miyake Watch and Casio, the century-old furniture maker Tendo Mokko, and individual artisans including Kagari Yusuke and Taiga Okuyama.

Two collaborations get their own billing: a gold-toned capsule made with Toyo Enterprise, priced up to ¥99,000, and pieces made with Yamane Industries at ¥47,850 and ¥36,300.

The building was designed by Shuhei Kamiya of Kamiya Architects, who trained under Kengo Kuma and Bjarke Ingels before founding his own practice in 2017 and has since won the Good Design Award and the gold prize at the Japan Space Design Award. The ground floor is lit for browsing retail, TOKYO BASE said, while the basement level is designed to evoke the warmth of a traditional kura (storehouse).

TOKYO BASE built its listed business on directly run stores for its own contemporary labels — Studious, Public Tokyo and United Tokyo among them. JAPAN EDITION is a different bet: putting that retail muscle behind other makers' craft, on one of Ginza's costliest arcades, and testing what a flagship address can add to goods TOKYO BASE didn't design itself.