#Japan #Shibuya #Beauty & Youth #Popup Store #ER

Beauty & Youth Launches New Brand 'ER'

Beauty & Youth United Arrows (BY), a project run by United Arrows Inc., has recently unveiled its new brand, 'ER.' This exciting development includes exclusive items in collaboration with notable partners, OSOI, NEW ERA, and DOCTOR HONZAWA DENIM, along with a memorable pop-up event to introduce the 2026 Spring/Summer season collection.

Spring/Summer 2026 Collection Theme: 'Rich Basic'

The theme for the 2026 Spring/Summer season is 'Rich Basic.' The collection focuses on high-quality materials and silhouettes, showcasing new designs that incorporate cultural elements. Alongside various collaborations and special items, ER offers an expansive range of unisex options, ensuring that every customer can find something appealing.

Exclusive Items Available

As part of the Spring/Summer lineup, ER will feature exclusive items from:

• - OSOI

- Silver
- Price: ¥48,400 (tax included)
- Available starting from February at the Isetan pop-up.

- Black
- Price: ¥50,600 (tax included)
- Available starting from April at the Hankyu pop-up.

• - NEW ERA

- Two types of logo caps
- Price: ¥7,700 (tax included)
- Sizes: S, M, L

• - DOCTOR HONZAWA DENIM

- Denim jacket
- Price: ¥29,920 (tax included)
- Color options: Royal Blue, Dark Brown
- Sizes: S, M

- Denim pants
- Price: ¥23,980 (tax included)
- Color options: Royal Blue, Dark Brown
- Sizes: S, M, L

- Half pants
- Price: ¥18,920 (tax included)
- Color options: Royal Blue, Dark Brown
- Sizes: S, M

Upcoming Pop-Up Events

Tokyo - Isetan Shinjuku

• - Dates: February 18 (Wed) - February 24 (Tue)
• - Location: Isetan Shinjuku Store, 2F Stage 2
• - Special Offer: With purchases above ¥33,000, shoppers receive an ER logo cup and saucer; with purchases above ¥66,000, they get an exclusive tote bag and pouch set. Limited quantities available.

Tokyo - Beauty & Youth United Arrows Shinjuku Women's Store

• - Dates: March 20 (Fri) - March 29 (Sun)

Osaka - Hankyu Umeda Main Store

• - Dates: April 1 (Wed) - April 7 (Tue)

Online Sales

• - Launching the ER label site on February 25, and sales beginning March 4 on the United Arrows online store.

Director Insights

Emma (Model/Brand Director)

"This collection expands upon what is uniquely ER, presenting new materials and silhouettes, as well as special items and unisex sizing for broader expression. The capability to offer total coordination, including bags and shoes, marks significant growth. I hope everyone can immerse themselves in the world of ER at the popup!"

Rino Nakamura (Stylist/Brand Director)

"For this collection, we meticulously crafted details focusing on colors, patterns, and size balance to enhance versatility in styling. With more unisex items, this lineup allows for greater mix-and-match possibilities. We plan to showcase styling suggestions at the pop-up, so I encourage everyone to explore ER's new allure!"

About ER

Launched in 2022, ER's concept revolves around fostering connections between people and offering free style options that transcend age and gender. Driven by a motto of creating what feels authentic and desired, the brand features staples like shirts, sweats, and denim while actively collaborating with various cultural and artistic figures.

Social Media:

• - Instagram
• - YouTube

About Beauty & Youth United Arrows

Aiming for a quality-driven selection that embodies beauty and youthfulness, this select shop is curated to enhance the richness of life with an emotional touch, sourcing both international designer labels and original lines.

About United Arrows

Founded in 1989, United Arrows operates a network of select shops, blending unique vision with an assortment of designers and original creations in men's and women's apparel and accessories, including brands like United Arrows and Beauty & Youth.