Beyond The Vines Launches its First Flagship Store in Japan

Beyond The Vines Debuts in Japan

Beyond The Vines, a lifestyle brand from Singapore, has officially launched its first flagship store in Japan at Shinjuku Marui Main Building. Known for its commitment to creating accessible, well-designed products, the brand is co-founded by Daniel Chew and Rebecca Ting and has become a beloved name among lifestyle enthusiasts.

The Philosophy Behind Beyond The Vines

Founded in 2015, Beyond The Vines operates on a core belief that great design should be attainable for everyone. This philosophy is reflected in their approach of boldly creating while maintaining simplicity in design. The brand offers a blend of minimalistic and practical items, including a range of bags, apparel for men, women, and kids, along with accessories and home goods.

Prior to the opening of the flagship store, Beyond The Vines successfully garnered a following through various pop-up shops across Tokyo's vibrant districts, including Daikanyama, Shibuya, and Shinjuku. These experiences laid the groundwork for the new, permanent space, where shoppers can now experience the complete ethos of Beyond The Vines.

The Store Experience

The newly opened store spans approximately 88 square meters and reimagines the shopping experience with colorful, playful interiors designed to encapsulate the brand's identity. Upon entering, customers are greeted by a vibrant blue carpet, complemented by shiny stainless-steel fixtures, deep wood tones, and translucent acrylic drawers that evoke excitement.

The store's striking feature wall showcases a collection of popular bags while an interactive area allows visitors to immerse themselves in the Beyond The Vines universe. Key highlights include a “Feature Wall” that narrates the story behind various items, the “T-Shirt Bar” that displays organic T-shirts, and the “BTV-TO-GO Phone Strap” area for personalized strap customization. Each visit promises new discoveries and experiences.

Additionally, the store will offer a curated apparel selection alongside bags and accessories, featuring classic designs as well as new arrivals.

Iconic Products

Dumpling Bag Series

Among Beyond The Vines' standout products is the Dumpling Bag Series, known for its cult following worldwide due to its lightweight design, practical functionality, and unique silhouette. The collection features four sizes, all of which are packable and easy to carry or store.

- Micro Dumpling Bag: ¥7,690 (tax included)
- XS Dumpling Bag: ¥9,890 (tax included)
- M Dumpling Bag: ¥10,990 (tax included)
- XL Dumpling Bag: ¥13,190 (tax included)

Poofy Bag Series

Another iconic design, the Poofy Bag Series, is appreciated for its unique shape and functional everyday usability. The series includes the Poofy Bag, Pocket Poofy Bag, Poofy Pouch, and Poofy Wallet, all offered in soft, voluminous silhouettes.

- Poofy Bag: ¥9,890 (tax included)
- Pocket Poofy Bag: ¥7,690 (tax included)

Furry Formies

In a whimsical twist, the store introduces the Furry Formies, a collection of four adorable characters—Yoyo, Immi, Pablo, and Corbi. Customers spending over ¥12,000 can receive one Furry Formies character for free, with a complete set available for purchase at a later date.

The Journey to a Permanent Location

This flagship location is seen as the culmination of the efforts made through previous pop-up events, allowing fans to more deeply connect with the brand's unique vision. Beyond The Vines seeks to provide a space in Shinjuku—one of Tokyo's key commercial hubs—where more people can experience its philosophy of bold creativity and simple design.