[email protected] is one of the most interesting brands to have surfaced on my radar in recent memory. I was introduced to them by a friend of mine in Tokyo who happened to be wearing one of their caps when we were hanging out one night. I was enthralled by the unique pattern and very high-quality fabric it appeared to be made of despite being your standard 6-panel baseball cap style. When I inquired about it his response immediately explained it all, it was made with a recycled vintage kimono, the trademark of [email protected]’s entire product line. Being someone who basically never leaves the house without a hat, coupled with my tendency to gravitate to limited edition or exclusive items, everything about this process immediately appealed to my sensibilities. The nature of these caps being made with vintage kimono & traditional clothing fabric means that each design is limited and, in some way, unique as well. The focus on using vintage material also means that the source was made with significance to the design and in a period before mass-produced kimonos started flooding the market.
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As a newer brand that was established in 2015 they still don’t have an established physical presence anywhere in Japan, their sales are managed primarily online. But every now and then they post up somewhere and offer an opportunity to check out their products in person, and such a chance is coming up soon in Shibuya. Announced on their Instagram account just earlier this week, [email protected] will be posting up at the Shibuya Tokyu Hands location from December 28th through January 13th. At first glance, it might seem like kind of a weird place for this cross-section of streetwear and traditional culture to make their presence but considering that they’re an official stockist for highly regarded brands such as Yoshida & Co. Ltd.’s PORTER imprint the connection becomes a bit more clear.
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Another thing that makes visiting a pop-up like this so worth it is that we won’t know what’s going to be available for purchase until it happens. Even if you’re not in the market for a new hat, just being able to stop by and see something so unique in person makes the visit something special. But don’t worry, if you aren’t going to be in the Tokyo area during the time of the pop-up but are still interested in the idea of checking out and purchasing some of their products you can keep an eye on their online shop, which does offer an option for international customers. Any way you experience it, [email protected] is doing something incredibly special with their caps and I personally look forward to seeing what they cook up anytime they have something new to post. You can follow along with their creative journey on their Instagram, and I’m positive this won’t be the last time you hear about them from us.