the purpose

We position B4NAFTER as a leading Tokyo-born brand that stands against fast fashion.


  • It creates an immersive physical experience that reflects the brand's philosophy of slow, meaningful creation.

  • We are launching a new seasonal capsule from our N Phase collection.

  • It integrates music, visuals and fashion to create a unified retail experience.

  • This will strengthen B4NAFTER's presence in Harajuku, the fashion capital of Japan.

Our Approach

Location and Design: A minimalist black and white space in Harajuku featuring digital art, sound installations and projected visuals inspired by the emotional rhythms of Tokyo.


  • Product Strategy: Each item is produced in limited quantities, made to order, and we have full control over our inventory, ensuring transparency into what is sold and who owns it.

  • Collection launch: N Phase's cropped hoodies, cut-off tees, and lifestyle shoes will each be showcased alongside exclusive original music produced by the B4NAFTER sound experience.

  • Campaign Development: A visual campaign across Instagram and in-store AR experiences will highlight the brand's evolution and message against mass production.

  • Customer Engagement: A QR-linked experience gives each visitor access to behind-the-scenes stories, music and design insights.

result

Following the successful B4NAFTER pop-up in Harajuku in spring 2025 , the brand opened its first brick-and-mortar store in Japan's fashion capital.


  • The featured items in the N Phase capsule have completely sold out.

  • Raising awareness within Tokyo's fashion and creative community.

  • It reinforced B4NAFTER's position as an anti-fast fashion brand , with a focus on sustainability, intention, and emotional storytelling.

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

Philosophy and Creation

All B4NAFTER products are made to order and have strict inventory controls to ensure authenticity and traceability.

Pieces are crafted in Italy, China and Japan to ethical production standards, combining global craftsmanship with Tokyo creativity.

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