brand localization

In Q3 of 2012 Taavo Somer (Owner/Founder of Freemans Sporting Club) approached us from the Lower East Side with a request. 

Taavo's Freemans brand had recently partnered with two Japanese firms to open a series of outposts beginning with a multi level Flagship Store in Tokyo. It was to be the first Freemans Sporting Club store to open outside of the United States. Understandably Taavo as the founder wished the DNA of his iconic Lower East Side brand to multiply and flourish in it's new home of Japan. 

EIDEIN was contracted for 12 months as the brand localization firm representing FSC during this important new beginning.

Our first priority was to view the chosen building in its skeleton state prior to construction. After an initial viewing we advised Taavo that the area surrounding his future Tokyo flagship is a strategic location for his brand as it is considered to be the center of mid to high end Fashion Brands. Aoyama is a distinct shopping district hosting Louis Vuitton, Prada, Chanel etc.

The building is a multi-level multi-layered concrete built structure that would go on to accomodate the many facets of the Freemans Brand.

Throughout this period Taavo travelled to Tokyo from New York every month as EIDIEN liased with him and his CFO every step of the way from Q3 of 2012 thru to the opening of the Flagship in Q2 of 2013.

In Q1 and Q2 of 2013 we accelerated our advisory focus leading up to the Grand Opening in April.

This included the following -

Digital Marketing and PR

We advised setting a store hashtag for all Social posts #fsctokyo and created the FSC Tokyo Tumblr that showcases a constant feed of all instagrams hashtagged #fsctokyo

Celebrity Influencer Marketing and PR

We confirmed attendance to the Grand Opening by the following celebrity actors encompassed the Japanese Male aesthetic of the FSC Brand

Operations and Staffing

We sourced one of the best suppliers of coffee in Tokyo, Nozy Coffee

We advised on the application and usage of a handbuilt Synesso Coffee Machine

We recommmended menu listings, spirits and wine selection, and liased with World reknowned Barman Jim Meehan for the creation of an exclusive FSC Tokyo Cocktail List showcasing drinks such as 'The Bitter Truth' and 'Get Lucky!'

Environment and Atmosphere

We advised the wall location of Freemans' iconic collection of taxidermy* shipped direct from a midwest location.

*This was a first for us.


We curated playlists to match each individual floors aesthetic

  • 3F Barbershop - 1960's Soul and Funk
  • 2F Suiting - 1970's Smokey back room Jazz
  • 1F Sportswear - 1960's ~ 80's World Psychadelica
  • B1 Restaurant - All of the above and more - Disco, Soul, Funk Indie Rock, Jazz, and Psychadelic Folk

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