On Feb 27, Japanese brand Iiser Loen opened its first flagship store on the 2nd basement floor of Omotesando Hills. It is the first menswear brand designed by Koji Tezuka, who has produced a number of women's brands and also happens to be the president of the knit manufacturing company Ieri Design Products.

Iiser Loen promotes “neo-dandyism” with quality items at affordable prices designed for classy men in their forties. The designs are comfortable to wear and can be cherished over a lifetime.

The new flagship store at Omotesando Hills lines up the brand's debut 2015 S/S collection, which was presented in the form of a show at a private lounge in Roppongi last September.

As the head of a knit manufacturing company, Tezuka is naturally an expert when it comes to knits. His brand Iiser Loen offers a variety of knits and cardigans in colors that accentuate maturity and mellowness. The basic yet chic design of jacquard knits takes casual a step higher to elegance.

A must-have item is a reversible leather jacket available in khaki and navy. One side is lusciously soft giving the impression of a true gentleman at heart, while the other side, wiry stitched, expresses an intelligent man. Set at a modest price, the alluring outerwear can be worn lightheartedly on a daily basis.

In celebration of the flagship opening, two items- paisley jacquard ivory pants and black Milano rib cardigan, are sold exclusively at Omotesando Hills. A collaboration with Factotum designer Koji Udo is also scheduled. The selection of vintage watches exhibited at the counter were handpicked by Tezuka himself, with more vintage items to come.

While the shop stands beside luxury brands, the entrance is an approachable open closet style. Antique furniture compliments the store’s theme of "the day and night of modern first-class men." An inviting lounge is set up so that customers can easily stop by after work and live their lives as a suave gentleman.