Hello.
I'm Noguchi from CASANOVA&CO.
Today, I have an announcement.
Yamauchi
2026SS Exhibition & Pre-order Event
2025.08.30(SAT) ~ 2025.09.01(MON)
This season, we will once again be hosting Yamauchi's exhibition and pre-order event.
This event brings together all the clothing that Yamauchi will release for that season.
While we collaborate with various brands for events, Yamauchi is the only one where we introduce every single style from the brand.
Whether it's for the current season or a future season, usually only industry professionals like buyers and press can see all items from a brand at once.
Even at directly managed stores, you can't see items with different delivery dates at the same time.
And if they sell out, you certainly can't see them at all.
However, having every item from a single collection displayed is truly special.
I believe that the collections released twice a year are the essence of a brand, and literally, it's the potential given to a select shop to bring out more than 100% of their charm by curating these.
That being said, at exhibitions where you can see everything at once, I get incredibly excited. (laughs)
I try to maintain a calm, composed face, pretending to be a professional buyer, but inside, I'm absolutely thrilled.
That's why I really want everyone to experience the exhilaration I feel at that venue in Nakameguro.
Seeing all the items from one collection is such a special and exciting time for me, and I want you all to experience that feeling, which is why we have this three-day opportunity.
These clothes are for six months from now, but they have incredible passion and immense energy, so please look forward to them.
Item samples are expected to arrive around Wednesday, so around that time, I plan to introduce my personal recommended series.
Today, before that, I'll share a little bit about what I personally feel towards Yamauchi.
I believe Yamauchi is the brand in Japan that creates clothes most carefully and earnestly.
I think I can confidently say that.
However, precisely because of that, I think some people might feel that it requires a certain amount of energy to fully appreciate those clothes.
In other words, you could say they are clothes that "demand" something from the wearer.
But the real Yamauchi and Mr. Yamauchi are not like that at all.
I believe he is a brand and a designer overflowing with love for clothes and the people who wear them, more than anyone else.
His expression of love isn't always smooth, so he tries to convey his affection to us by meticulously and sincerely creating clothes.
For me, that is Yamauchi, and Mr. Yamauchi.
So, even though Yamauchi's clothes can sometimes have a stern appearance, I believe that's not a symbol of strictness, but rather a reflection of love.
While new Yamauchi items might not immediately feel very friendly, once you realize that this is Yamauchi's way of expressing love, and it aligns with Mr. Yamauchi's personality, then you might start to enjoy even the rigidness that could otherwise be called strictness.
I myself only realized this after having many conversations with Mr. Yamauchi at the exhibitions.
Before that, I thought Yamauchi was a stoic and strict brand, and I conveyed that to everyone, but what I feel now is different.
I believe Yamauchi is the manifestation of Mr. Yamauchi's awkward yet perfectionist expression of love, who is flat with everyone, more flexible than anyone, and kind and human.
With that in mind, please touch and try on the actual items.
I think your perception of Yamauchi will change a little.
And now, a little about this collection.
Up until now, Yamauchi has generally produced one style per textile.
Even if the style was the same, a change in fabric would alter its appearance and sizing, requiring changes to the sewing specifications and pattern adjustments, which in turn meant a different instruction sheet was needed. So, even if they looked similar, they had to be produced as separate styles. The idea was that it would be better to create entirely different shapes to expand the collection's range.
However, this collection overturns that very idea.
Even if the item names are the same, the patterns and sewing specifications subtly differ.
This then becomes a clue to understanding why such "changes" were necessary.
These "changes" are an expression of Mr. Yamauchi's sincerity towards his clothes and the people who wear them. In other words, an expression of love.
In a space where only selected items from the collection are displayed, you can't compare these "changes," so these three days, with samples of all styles on display, are a perfect opportunity to get a glimpse into Mr. Yamauchi's thoughts and ideas.
Of course, just the fact that incredibly cool clothes will be displayed is already amazing.
I think I'll be able to introduce some of the lineup around Wednesday or Thursday, so please look forward to it.
Oh, and this time too, all the products for 26SS are listed on Yamauchi's online page (https://yamauchi.jp.net/pages/2026-spring-summer).
It provides detailed explanations about the fabrics and processing, so I think you can see the content of the collection by checking it out.
Please take a look.