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8 Apr

rag & bone Presents New Tokyo Retail Concept

The rag & bone store, which opened in October 2010, is situated over 3 floors and carries the brand’s women’s and men’s denim, ready to wear, footwear and accessories. The new concept will see the lower ground floor converted into a rag & bone X Verve Coffee Roasters shop.


Open to the community on March 30th, rag & bone X Verve Coffee Roasters will offer a menu that will be continuously refreshed, with staples such as coffee and grab-and-go snacksDrawing inspiration from the unique neighborhood, the new design is a fusion between rag & bone and Verve Coffee Roasters, making it the perfect location to find a quality product in an environment which is both laid back and welcoming.

In keeping with rag & bone’s curation of authentic talent, the brand commissioned stylist Yohei Usami to consult on the interior of the new space. Further integrating art in rag & bone stores worldwide, the brand tapped renowned Japanese artist Verdy to design the first of an ever-evolving rag & bone coffee logo which the brand plans to update on a quarterly basis, working with different artists. The logo can be found on rag & bone tee-shirts and sweatshirts as well as on novelty cups and tumblers, allowing customers to take a piece of their experience home.

The interior of the coffee shop takes hints of modernist architecture of the 1950’s juxtaposed with custom Northern European vintage furniture. The striking center piece is a wooden edge, polished mortar countertop and a Kees van der Westen coffee machine where customers can experience the Verve Coffee Roasters premium drip coffee system. Circular tables and stools set under made-to-order minimalist pendant lighting, as well as standout photography by director and actor Benny Safdie, reference the relaxed sensibility of the American West Coast.

“Since we launched rag & bone in 2002, we have continued to respect the incredible focus on detail and craftsmanship in Japan. This focus is still shared by rag & bone as we deliver products which are built to last, that have ultimately been created to make our customers lives better. The opening of the coffee shop marks a cohesive extension of our brand with Verve Coffee Roasters that is aimed at further building the rag & bone community, “said Marcus Wainwright, rag & bone Founder, CEO, Creative Director

On the first floor, rag & bone has re-imagined its retail experience mirroring elements from the latest concept in the brand’s Miami store. Hanging mannequins, peg walls, television screens and a newly installed lighting system ensure that the women’s product and the brand’s film and image content remain the focus. The space further comes to life with the rag & bone Dagger motif hanging as a white neon sign near the cash wrap. Seating has been integrated into the store with a cushioned box seat upholstered in rag & bone’s signature Abraham Moon wool fabric. Handmade fixtures developed by the rag & bone custom fabrication shop in Brooklyn, provide quality and craftsmanship details to compliment the collection on display.

The second-floor atmosphere is set with art along the wall by Japanese graffiti artist SUIKO, with additional designs found in the changing rooms. A custom-built amplifier and specialist turntable paired with a curated selection of vinyl records, makes this floor the ultimate destination for men who appreciate rag & bone’s attention to detail. As a subtle acknowledgement of the brand’s British roots, a Union Jack fridge adds playful pops of color as a contrast to the palette of the brand’s range of men’s denim, ready to wear, accessories and footwear.

Externally, the brand has updated the façade with additional illuminated signage to draw the eye to rag & bone as a one stop destination. Community is as the heart of this new concept and the option to refuel, hang out, listen to music, grab a bite or just pick up the some of the brand’s seasonal updates, make it an experience that is both effortless and convenient.

Poshmagazine Myanmar
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