The store, tucked away in the city's Kita-Aoyama neighborhood, is a celebration of the brand's innovative aesthetic. Since its launch in 2016, "both" has explored the endless possibilities of one material: rubber.
Exaggerated rubber treads and vulcanised rubber dips are signatures of the brand and have earned "both" a reputation as masters of fusing statement industrial styles with contemporary minimalism. The store interior plays with these creative combinations.
Japan's capital was the ideal destination for the global flagship. "Both" designs are at home in the futuristic-feeling supercity and amongst its vibrant fashion scene, and it's Japan's creative community that both has invited to help mark the launch.
Designer Mihara Yasuhiro, photographer Chikashi Suzuki and Illustrator Eri Wakiyama were also invited to design one-of-a-kind graphic stickers which were available for guests to draw from gashapon gumball machines.
Jenny Fax, the designer of cult eponymous Tokyo fashion label, has exclusively curated an art installation and window display under the theme of "Celebration". The designer has reworked two "both" styles and created a series of shoe charms that are attachable to signature POP and GAO shoes.
With the store opening comes the launch of the spring/summer 2020 collection "Dune", inspired by geology – rugged earth, sand dunes and ancient rock. Natural and synthetic materials clash, with cotton canvas, jute, rubber and cork mixed with technical moulded rubber details, nylon and the chunky constructed soles.
"both" is also available worldwide through stockists such as Selfridges, Dover Street Market, Matches Fashion, I.T, Lane Crawford and many more!