Objectives


Position B4NAFTER as a leading Tokyo-born brand advocating against fast fashion.


  • Create an immersive physical experience that reflects the brand’s philosophy of slow, meaningful creation.

  • Launch the new seasonal capsule from the N Phase collection.

  • Integrate music, visuals, and fashion into a unified retail experience.

  • Strengthen B4NAFTER’s presence in Japan’s fashion capital — Harajuku.

Our Approach


Location & Design: A minimalist black-and-white space in Harajuku featuring digital art, sound installations, and projection visuals inspired by Tokyo’s emotional rhythm.


  • Product Strategy: Limited runs of each item, made-to-order production, and full control of inventory — ensuring transparency in what is sold and who owns it.

  • Collection Launch: Introduction of the N Phase cropped hoodies, cutoff tees, and lifestyle shoes, each paired with exclusive original music produced under the B4NAFTER Sound Experience.

  • Campaign Rollout: Visual campaigns across Instagram and in-store AR experiences highlighting the brand’s evolution and message against mass production.

  • Customer Interaction: QR-linked experiences giving each visitor access to behind-the-scenes stories, music, and design insights.

Results


Successful execution of the Spring 2025 B4NAFTER Pop-Up in Harajuku, establishing the brand’s first physical retail presence in Japan’s fashion hub.


  • Full sell-through of featured items from the N Phase capsule.

  • Expanded awareness among Tokyo’s fashion and creative communities.

  • Reinforced B4NAFTER’s stance as an anti–fast fashion brand, emphasizing sustainability, intention, and emotional storytelling.

  • Increased social media engagement and influencer collaborations following the event.

Philosophy and Production

Every B4NAFTER product is made when ordered, maintaining strict inventory to ensure authenticity and traceability.

Pieces are crafted in Italy, China, and Japan under ethical production standards, balancing global craftsmanship with Tokyo’s creative pulse.

For pop-ups and exhibitions, production is limited exclusively to what’s needed — nothing more.