building bridges

ABOUT     WORK

brand localization

Nigel Cabourn is a British brand based in the United Kingdom. Nigel Cabourn Ltd is in charge of merchandising all Cabourn products produced in Europe and wholesaling in Europe and United States, its Japanese partner OUTER LIMITS CO. based in Nakameguro Tokyo is in charge of the merchandising and wholesaling of products produced in Japan and other Asian countries.Nigel gets inspirations for his design work from over 4,000 pieces of vintage garments that he has painstakingly collected for over 30 years. It is very characteristic that Nigel himself splits his seasonal designs in two and gets a part of the collection produced in the UK(Authentic Line) and the other part in Japan(Main Line). He selects styles for the Authentic Line when using European fabrics such as Harris Tweed, Ventile etc and/or when he wants them to be produced by British manufacturers such as Mackintosh. The Main Line collection (Japan) gives him the chance to produce a specialist collection based on Japanese fabrics and production techniques not available in the UK. This creates a unique situation where the two lines, Authentic and Main Line, begin with the same concept.


Nigel has had a long relationship with Japan stretching back 35 years. His first store opened in Harajuku during the boom years of the Japanese economy in the 1980s. Fast forward to the year 2010 and Nigels ARMY GYM opens in Nakameguro and soon after his band of loyal brand enthusiasts were seen flocking to the picturesque Meguro River street where his ARMY GYM shop fronts onto.When Nigel approached us in 2013 with the idea of opening a larger store in Tokyo to act as his Flagship we decided together as a team that the new store must keep its DNA in its neighborhood of birth - Nakameguro.

Six months later and we were ready to open on Feb 7th 2014. By this time our consultancy had extended to include not only the initial store location, but also production of the Flagship store opening, PR, Operations, Environment and Music.We sourced Creative Models dressed in the latest season of Cabourn Apparel as a living display mingling throughout the store opening with the invited guestsCatering the event we approached cult Bakery/Cafe group Takibi BakeryAndrew from Cabourn HQ in the UK bought some beautiful Limited Edition Expedition Stamps in London which relate to Scott, Antarctic and the Expedition. They were mounted in a beautiful frame and presented to Nigel at the shop opening.

GREEN EDITION 2016 EIDEIN TOKYO CHEAT SHEET Last Days of Summer

CHEAT SHEET

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