#Japan #Shinjuku #Newoman Shinjuku #Sanyo Shokai #AUREME

Sanyo Shokai Launches AUREME Brand at Newoman Shinjuku

Sanyo Shokai is excited to announce the launch of its new brand, AUREME, with the opening of its first store at Newoman Shinjuku on September 10, 2026. This launch is part of the company's growth strategy outlined in its mid-term business plan for the period from February 2026 to February 2028, focusing on developing new proprietary brands.

AUREME aims to captivate customers by selling through fashion buildings, commercial facilities, and online platforms. The choice of Newoman Shinjuku as the inaugural site reflects its alignment with the lifestyle and values promoted by the brand, catering to a discerning clientele.

Store Concept and Layout

The AUREME Newoman Shinjuku store will not distinctly separate men's and women's products, with around 80% of the offerings aimed at smaller sizes and about 20% for larger sizes. The collection will encompass three main categories of apparel: FUNCTION, DAILY USE, and COMFORTABLE, in addition to lifestyle goods under the SOMERA line.

The store will showcase an innovative design inspired by the brand's logo, which resembles a pendulum, integrating various arc shapes that evoke the ambiance of natural cycles. This unique design not only promotes product visibility but also emphasizes the brand's commitment to sustainability through initiatives such as a repair program for clothing and a refusal to use disposable shopping bags.

Merchandise Overview

1. FUNCTION: Featuring high-performance styles that blend function with fashion, the AUREME VERTEX Alpha Coat is priced at ¥143,000. This coat utilizes advanced materials for windproofing, water resistance, and breathability, ensuring all-weather wearability.
- Colors: Beige, Black
- Sizes: 2, 5

2. DAILY USE: For everyday wear, the Ruska One-Piece Dress, at ¥97,900, combines non-mulesing wool with nylon filaments, allowing for high durability and softness while being machine washable.
- Colors: Off White, Black
- Size: Free Size

3. COMFORTABLE: This category focuses on comfort, with products like the Cape priced at ¥29,700 and the Knit at ¥41,800, both leveraging high-quality wool and cashmere blends.
- Colors: Red, Charcoal
- Size: Free Size

4. SOMERA: The SOMERA collection includes items designed to complement AUREME apparel, offering unique lifestyle goods like the lightweight Primafloft Stole at ¥19,800 and a large clutch bag at the same price point.
- Colors: Off White, Charcoal

Sustainability Commitment

AUREME is dedicated to enhancing sustainability in its operations. The brand will eliminate the use of disposable paper shopping bags and instead offer an eco-friendly AUREME CARRY CLOTH with dual purposes—serving as both packaging and reusable items like scarves or décor.
- M Size: ¥1,100
- L Size: ¥1,650

Additionally, AUREME's ReLoom program allows customers to repair their garments, emphasizing the importance of long-lasting clothing while also minimizing waste.

Sanyo Shokai will donate a part of the sales from select items and packaging to environmental protection efforts, partnering with the non-profit organization More Trees, founded by musician Ryuichi Sakamoto, to support forest preservation initiatives.

Future Plans

With the launch of AUREME, Sanyo Shokai plans to expand into more urban centers, aiming for approximately ten stores by 2031. The strategy includes strengthening partnerships with commercial facilities and increasing brand visibility through social media and online platforms, targeting a broader audience while enriching their brand portfolio.

The first AUREME store will not just be a place to shop but a space where customers can experience the brand’s philosophy and lifestyle, engaging them in a dialogue about sustainable fashion and quality clothing.

AUREME is set to redefine everyday wear for the future, embodying comfort, sustainability, and innovative design—much like air itself.