American fashion label Bode, celebrated for its unique 'grandpa chic' aesthetic and commitment to upcycled vintage textiles, has recently marked a significant milestone by opening its inaugural standalone store in Asia, located in Tokyo. This new embassy-inspired retail space represents a pivotal step in the brand's international expansion strategy. The timing is particularly opportune, as the Japanese yen's current low valuation makes the market attractive for foreign businesses, drawing in international consumers while facilitating real estate investments. Bode's decision to establish a physical presence in Tokyo aims to provide its substantial Asian customer base with direct access to its diverse product range, including ready-to-wear for both men and women, and exclusive artisanal pieces.
Emily Adams Bode Aujla, the founder of Bode, emphasized the strategic importance of this expansion, noting the brand's long-standing connection with the Japanese market. From its early days, Bode's distinctive approach to fashion, characterized by one-of-a-kind garments crafted from antique fabrics, resonated strongly with Japanese buyers. Unlike some Western markets where this concept initially required more introduction, Japanese retailers quickly embraced Bode's handcrafted and slow fashion ethos. This early receptiveness led to a robust wholesale presence in Japan, setting the stage for the brand's direct retail venture.
The Tokyo boutique is situated in Yoyogi-Uehara, a fashionable residential district favored by locals, distinct from the more bustling tourist hubs like Shibuya and Harajuku. This choice reflects Bode's desire to create a retail environment that aligns with its brand identity, fostering a sense of community rather than merely targeting high foot traffic. The store's interior, designed by Bode Aujla's husband Aaron Aujla through Green River Project LLC, is a key element of this vision. It meticulously evokes the atmosphere of a government embassy, featuring design elements inspired by Jackie Kennedy's iconic restoration of the White House in the 1960s, including a reproduction of JFK's Oval Office buffalo painting. This thoughtful design contributes to an immersive and unique shopping experience.
Beyond the aesthetic, the Tokyo store is crucial for Bode to present its complete range of products, moving beyond the limitations of wholesale partnerships. Bode Aujla expressed her enthusiasm for showcasing entire collections, allowing Japanese clients, particularly women, to engage more fully with the brand's offerings. The brand also plans to introduce Japan-specific merchandise, including souvenir items that capture the essence of both Bode and Japan. This tailored approach, coupled with a commitment to local hiring and communication in Japanese, aims to replicate the brand's success in cultivating a strong community presence in its home market.
The Tokyo store joins Bode's existing global network, which includes two locations in New York, one in Los Angeles, and a successful outpost in Paris. The strong performance of the Paris store, opened last year, provided the confidence needed to venture into the Asian market without a local retail partner, a rare feat for an independent brand. This direct approach allows Bode greater control over pricing and product assortment, circumventing the complexities of a volatile e-commerce market and fluctuating buying budgets. With plans to continue expanding, potentially eyeing Seoul for its next location, Bode remains steadfast in its foundational principles, demonstrating a consistent vision for growth and brand integrity on a global scale.
