HATRA POP-UP STORE
Hello!
This is Shirakawa from Amanojak.
In addition to the SATORU SASAKI pop-up event (March 22nd - March 25th) announced yesterday,
the Kitasenju store will also be holding an event for a brand that received the TOKYO FASHION AWARD 2025!
(For details about the SATORU SASAKI event, please refer to this blog.)
Today marks the second day of event information announcements for the TOKYO FASHION AWARD 2025 winning brands,
and we'll be highlighting the HATRA event at the Kitasenju store!
Title:
HATRA POP-UP STORE at KITASENJU STORE
Date:
2025/3/22(Sat) 〜 2025/3/30(Sun)
Place:
Amanojak. Kitasenju Store
(18-10 Senju Nakai-cho, Adachi-ku, Tokyo)
TEL: 03-4400-2094
Event:
A pop-up event for the 25SS collection of HATRA, a brand that received the TOKYO FASHION AWARD 2025.
The Kitasenju store will be taken over by over 100 items from more than 30 models from the latest collection.
Furthermore, for this event only, HATRA's iconic interior tapestry, VJQN, which is not usually available at select shops, will be specially displayed.
A pop-up event for HATRA, an innovative unisex brand that fuses technology and fashion, will be held at the Kitasenju store!
HATRA has garnered attention for its cutting-edge design process utilizing AI, and has received international acclaim for, among other things, designing the podium jackets worn by Japanese Olympic athletes at the 2024 Paris Olympics.
Furthermore, having won the TOKYO FASHION AWARD 2025, the brand is also scheduled to hold its first-ever runway show at Tokyo Fashion Week 25AW, making it one of the most exciting brands to watch right now!
For those who will be seeing HATRA for the first time, here's a more detailed introduction.
HATRA
HATRA is a unisex brand by designer Keisuke Nagami.
With the concept of "Liminal Wear," the brand develops collections with a design approach that transcends the traditional framework of fashion.
After graduating from Esmod Tokyo and studying abroad at Esmod Paris, Nagami gained experience at various maisons before establishing HATRA in 2010.
The brand held its first exhibition in the 2011 A/W season, and its innovative approach has been highly acclaimed in the art scene, with works exhibited in numerous exhibitions.
HATRA's greatest characteristic lies in the fusion of digital technology and fashion.
Particularly in recent years, they have established an innovative design process that combines 3DCG software called CLO with AI.
While traditional fashion design generally involves a process of design drawing → pattern → toile → sample, HATRA introduces AI into this process, thereby achieving unprecedented ideas.
Furthermore, by utilizing AI for pattern-making and design generation, they create unique designs that fuse human imagination with computer computational power.
In 2020, they planned "AUBIK," a collaborative project with Synflux, which was exhibited at "Making FASHION Sense" in Basel, Switzerland. They created items applying two machine learning technologies: pattern-making technology that generates zero-waste patterns and original print pattern generation technology using machine learning, receiving high acclaim for their innovative work.
Through this technology-driven design approach, HATRA has gained international recognition and was commissioned to design the podium jackets worn by Japanese representatives on the podium at the 2024 Paris Olympics.
Recognized for these achievements, capabilities, and innovative technologies, HATRA has won the TOKYO FASHION AWARD 2025, and it has been decided that the brand will hold its first-ever runway show at the Tokyo Fashion Week 25AW, making it a brand that continues to evolve.
The 25SS collection is developed around the theme of "WINKER."
This collection, which can be called HATRA's true essence, features designs that geometrically depict the brilliance and refraction of light using AI technology, and unique pattern work.
Additionally, with a genderless design approach,
this collection is filled with the unique charm of HATRA,
a unisex brand that proposes free styling beyond gender boundaries.
HATRA's iconic product,
VJQN
For this event only, HATRA's iconic item, VJQN, which is not usually available at select shops, will be specially displayed.
VJQN is an interior tapestry that gives substance to digital images using a Jacquard loom, which is said to be the origin of computers.
It's a product that symbolizes HATRA's technical prowess and artistic sensibility, expressing imagery by weaving six primary colors of yarn—red, blue, yellow, green, white, and black—and allowing particles of color to spread into everyday spaces as interior decor.
This highly artistic product can be used for various purposes as an interior fabric, such as covering sofas and tables or displaying on walls.
We hope you'll take this opportunity to get your hands on this special product that transcends the boundaries of fashion, embodying HATRA's philosophy of blurring the lines between digital and physical.
The future of fashion pioneered by AI,
the podium wear of the Japanese representatives that graced the Paris Olympics,
and special interior products that are rarely seen.
Don't miss this special 9-day event where you can fully experience HATRA's multifaceted appeal!
We sincerely look forward to your visit.
※Products seen on social media, etc., can also be purchased via mail order by inquiry.
Please feel free to contact us.
Amanojak. Shirakawa
