MINEDENIM, the Japanese denim brand directed by famed stylist Tsuyoshi Noguchi, has opened its first street-front store, MINED, in the Jingu-mae area of Tokyo. The store contains 100 square meters of sales space.

MINEDENIM creates jeans that fit the hip and waist measurements typical of Japanese people in an effort to produce jeans with a beautiful silhouette that are also comfortable to wear. They are produced in Okayama, with processing for fades and pre-rips and so on done by hand.

The two-story store features an eye-catching white exterior. The interior features white walls and parquet wooden floors, displaying men’s and ladies’ denim, as well as denim accessories.

The store carries a wide range of its main product line – denim pants – that includes everything from slim to tapered styles. It also carries elegant womenswear, such as denim shirt dresses and bonded flare skirts. Most items are priced between 30,000 and 80,000 yen.

The second floor houses a member’s only salon for order-made goods. MINED employs a specialised pattern-making and sewing staff full time who can create denim items to suit any body type. Customers can choose not only the material their denim is created from, but even the rivets and thread used.

The company plans to offer denim three-piece suits created by Napoli-based tailors in the future.