Next gen embroidery stars to exhibit brands at ISETAN SHUGEI 2025

Isetan Shinjuku will host “ISETAN SHUGEI 2025,” an event dedicated to the world of modern handicrafts, from next week 20 August to 25 August 2025. The six-day exhibition and sale will take place in the event hall on the sixth floor of its main building, featuring 35 brands and creators who are redefining the craft for a new era.

Japan is seeing a growing interest in handicrafts, which could be attributed to a re-evaluation of sustaining lifestyles and a reaction against the era of mass production, mass consumption. The appeal of creating unique items and creating them with care offers a new perspective on consumption and sustainability. The event aims to provide an immersive experience for everyone, from beginners to seasoned experts.

A key focus of the event is to spotlight male artists who are making their mark in the traditionally female-dominated field. Participants include embroidery artist KENDAI, who interprets embroidery as “the tattoo of cloth,” and artist Koichiro Takagi, known for his paintings and embroidery works featuring animal motifs. Also present will be JUNJI YOSHIDA of the brand A TWO J, a self-proclaimed “hyper-analog creator,” and “embroidery comedian” good walkin UEDA, who will make a special appearance on the first two days of the event. The exhibition will also feature a new generation of creators who blend traditional techniques with contemporary sensibilities.

In addition to finished products, the event will offer a wide selection of high-quality materials to inspire creativity. Visitors can browse and purchase specialised supplies, including parts for haute couture embroidery, naturally dyed threads, and a variety of fabrics.