both Opens Flagship Store in Tokyo

The Parisian label takes its signature rubber shoes to Japan.

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Footwear
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Three years after its initial launch, Parisian footwear brand both has opened a flagship store in Tokyo. both has gained a reputation for its innovative use of rubber since it started out in 2016, and the brand’s new Japanese store aims to capture that spirit with its mix of unconventional materials.

“The store merges sleek industrial elements with raw construction materials used in an unconventional way. This contrast of polished and rough reflects the both values and the playful experimentation the brand is known for in its products,” both’s artistic director Nicolas Santos says in a press release.

To celebrate the launch, both invited Tokyo designer Jenny Fax to create an art installation and window display. Fax also created shoe charms that can be attached to both’s POP and GAO silhouettes. The brand brought on designer Mihara Yasuhiro, photographer Chikashi Suzuki and illustrator Eri Wakiyama to create graphic stickers available from gumball machines in the store.

Coinciding with the Tokyo store opening, both has also launched its Spring/Summer 2020 collection. Entitled “Dune,” the collection is inspired by geology and mixes materials like cotton canvas, jute, nylon and cork with moulded rubber details and both’s chunky soles.

For more store openings, check out LeBron James’ new Miami UNKNWN store.

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