There is still much value in Japan that remains little known. Starting Wednesday, October 7, 2026, the Mitsukoshi Isetan Group is holding the autumn campaign of its sustainability initiative "think good." This time the campaign focuses on "co-creation with local communities" and "inheriting and renewing culture." Focusing on the culture, techniques and specialty products that Japan's regions take pride in, as well as the regions' new appeal, stores across the group offer encounters with values worth carrying into the future.
Piece de Mirai (ピース de ミライ)
Giving new value to things that were destined to be thrown away.
"Piece de Mirai" is an upcycling project that began with "Denim de Mirai" (デニム de ミライ) in March 2022. This is its fourth edition. Materials that would otherwise be discarded, such as leftover fabric held by companies and food scraps, are treated as "pieces" and reborn as new items. The project turns attention to materials with untapped potential and proposes new value for things.
Special site for Piece de Mirai
Collaboration With the TOYOTA UPCYCLE Project
Thinking about a future where things that used to be thrown away are used as a matter of course, the project took on the challenge of proposing new value from scrap automotive parts together with the TOYOTA UPCYCLE Project (TOYOTA UPCYCLE プロジェクト), part of Toyota Motor Corporation's carbon neutrality efforts.
Wajima Kirimoto (輪島キリモト) and Taiichi Kirimoto (桐本泰一)
- Left: Art Panel (革拭き漆なし), ¥148,500 (approx. H31.2 × W31.2 × D3 cm)
- Right: Art Panel (革拭き漆なし), ¥198,000 (approx. H61.2 × W21.2 × D3 cm)
- Dates: Wednesday, October 7 to Monday, October 12 (national holiday), 2026
- Venue: Isetan Shinjuku, Main Building 5th Floor, Center Park / The Stage #5
Kamon Kogei (嘉門工藝)
- Left: Sukiya bag (数寄屋袋), ¥29,700 (outer fabric: cotton 44%, polyester 27%, nylon 16%, rayon 5%, polyurethane 4%, other 4%; lining: polyester 100%; handle: braided cord of silk and gold thread; clasp: white butterfly shell (白蝶貝); approx. H14 × W22 × D3 cm)
- Right: Tea ceremony bag (茶礼袋), ¥19,800 (outer fabric: cotton 44%, polyester 27%, nylon 16%, rayon 5%, polyurethane 4%, other 4%; lining: nylon 100%; handle: synthetic leather; approx. H17.5 × W24 × D1 cm)
- Dates: Wednesday, October 7 to Tuesday, October 13, 2026 (ends at 6:00 PM on the final day)
- Venue: Isetan Shinjuku, Main Building 5th Floor, Kitchen & Dining / Tea Utensils (茶道具)
Items Reborn From Leftover Fabric
Leftover fabric (残反) held by various companies, which would otherwise be thrown away, is treated as "pieces" and reborn as new items.
minä perhonen (ミナ ペルホネン)
- Left and center: konomekaman (plush toy), ¥24,200 each (height approx. 68 cm from hands to feet)
- Right: onomekaman (plush toy), ¥36,300 (height approx. 93 cm from hands to feet)
- Textile patterns vary from piece to piece, and prices differ depending on the textile.
Daily Beauty -minä perhonen-
- Dates: Wednesday, October 7 to Monday, October 12 (national holiday), 2026
- Venue: Isetan Shinjuku, Main Building 5th Floor, Center Park / The Stage #5
Kotoha Yokozawa (コトハヨコザワ)
- Left: GRAPHIC SCRAP TOP (BLACK), limited to 5 pieces, ¥28,050 (polyester 100%, free size that fits size M)
- Right: GRAPHIC SCRAP TOP (BLUE), limited to 5 pieces, ¥28,050 (polyester 100%, free size that fits size M)
- Both are Mitsukoshi Isetan exclusives.
- Dates: Wednesday, October 7 to Tuesday, October 20, 2026
- Venue: Isetan Shinjuku, Main Building 2nd Floor, Re-Style TOKYO (リ・スタイルTOKYO)
Mitsukoshi Isetan Mirai Award (三越伊勢丹ミライアワード)
Bringing the future of materials together with the sensibility of the next generation.
The Mitsukoshi Isetan Mirai Award is part of the "Piece de Mirai" project and is carried out with fashion school students. This is its third edition. Students from ESMOD Tokyo (エスモード・東京校), Tokyo Mode Gakuen (東京モード学園) and Bunka Fashion College (文化服装学院) created new works using offcuts and non-standard fabric rolls of Ultrasuede® (ウルトラスエード®), a material from Toray, as their "pieces." Under the theme of "transmitting and inheriting culture, technology and sensibility" in creativity, the works combine inherited materials and techniques with the sensibility of the next generation. The new value that emerges is presented in the Isetan Shinjuku Main Building windows.
This year also introduces a new "Customer Award" (お客さま賞), chosen by customer vote for the first time. Public voting closed on Tuesday, September 29. The award results are scheduled to be announced on Wednesday, October 7 at the Isetan Shinjuku Main Building windows and on the special site.
Special site for the Mitsukoshi Isetan Mirai Award
- Dates: Wednesday, October 7 to Tuesday, October 27, 2026 (the display period may change due to unforeseen circumstances)
- Venue: Isetan Shinjuku, Main Building windows
- Sponsors: Toray Industries, Inc. Ultrasuede Division; Japan Fashion Week Organization (一般社団法人日本ファッション・ウィーク推進機構)
- Supported by: Ministry of the Environment
think good
Carrying culture and craftsmanship rooted in local communities into the future.
Stores across the Mitsukoshi Isetan Group look at Japan's regions and cultures and introduce the techniques that have been handed down, along with the appeal of products made together with local communities. By adding a new perspective to what has long been inherited and connecting it to modern life, the campaign offers a chance to think about the future of craftsmanship and culture through encounters with local makers and culture.
Isetan Shinjuku
Isetan Shinjuku adds new perspectives to culture, techniques and materials from across Japan and proposes new value that connects to the future, as a place to discover appeal not yet seen.
メルリエル
- ハニールル, ¥1,404 (3 pieces)
- Available year-round
- Venue: Isetan Shinjuku, Main Building Basement 1st Floor, カフェ エ シュクレ
Nihonbashi Mitsukoshi Main Store
Nihonbashi Mitsukoshi Main Store is a place to meet "industries that grow together with their regions" and "makers who carry on traditions." It introduces the appeal of craftsmanship rooted in local communities and offers a chance to think about its future.
パドゥドゥ
- Left: New Moon Salt (新月の塩), ¥1,944 (50 g, made in Japan, 1 bottle)
- Right: Essence (エッセンス), ¥4,320 (6 types, 125 g, 1 can)
- Available year-round
- Venue: Nihonbashi Mitsukoshi Main Store, Main Building Basement 1st Floor, Western confectionery
おび弘 x 月之
Bringing the beauty of the sumo ring and the winning-star motif into modern lifestyles.
- Leather bag "Dohyo-gata" (土俵型) using hand-woven shimekomi fabric (手織締め込み地), ¥99,000
- Colors: black, brown, red
- Materials: motif section is silk 100% (shimekomi fabric); outer: cowhide; lining: cotton 100%
- Size: approx. H25 × W30 × D10 cm
- Dates: Wednesday, October 14 to Tuesday, October 20, 2026
- Venue: Nihonbashi Mitsukoshi Main Store, Main Building 4th Floor, Kimono (呉服) / Hanamusubi (華むすび)
Ginza Mitsukoshi
To further raise its appeal as a "global store" where people from around the world gather, Ginza Mitsukoshi presents events and initiatives under the keyword "Art & Culture." They let visitors experience Japanese aesthetics while passing important culture on to the future.
The Twenty Two (ザ・トゥエンティートゥー)
From left:
- THE CUP 300R Moon Silver, ¥25,300
- THE BOTTLE CELLAR 2000 Moon Silver, ¥55,000
- THE CUP 400 Moon Silver, ¥27,500
- THE CUP 500 Moon Silver, ¥28,600
- Available year-round
- Venue: Ginza Mitsukoshi, Main Building 7th Floor, Remix Style (リミックススタイル)
Kohen (コーヘン)
Ginza Mitsukoshi exclusive mufflers, ¥19,800 each.
- Left: White x Beige (outer fabric: cotton 54%, nylon 25%, polyester 21%; lining: polyester 100%; approx. 95 × 27 cm)
- Right: Navy x Navy (outer fabric: cotton 44%, wool 18%, nylon 17%, acrylic 12%, polyester 8%, rayon 1%; lining: polyester 100%; approx. 95 × 27 cm)
Kohen close-up event
- Dates: Wednesday, October 7 to Tuesday, October 20, 2026
- Venue: Ginza Mitsukoshi, Main Building 3rd Floor, ルプレイス
Event Details
Dates: Wednesday, October 7 to Tuesday, October 20, 2026 (start and end dates vary by event)
Venues:
- Isetan Shinjuku, all floors of the Main Building and Men's Building
- Nihonbashi Mitsukoshi Main Store, all floors of the Main Building and New Building
- Ginza Mitsukoshi, all floors of the Main Building and New Building
- Isetan Tachikawa, all floors
- Isetan Urawa, all floors
- Mitsukoshi Isetan Group branch stores and regional stores
All prices include tax. Standard-rate (10%) and reduced-rate (8%) items are both included. Some images are for illustration purposes. Items may sell out.
