ISAORA, a New York-based men's brand based on the concept of a new fusion of "function and style," has opened a Japanese online store.

ISAORA debuted in 2009. It did business with high-end retailers such as Barneys, Bloomingdale's, Opening Ceremony, and Fred Segal in the US, and Isetan Shinjuku Men's, Beams, and Ron Herman in Japan. However, starting with the 2014 Spring/Summer season, the brand changed direction and focused solely on its own e-commerce site. Seeking direct communication with consumers, it stopped wholesale.

As a result, prices have been reduced by 30 to 40%. Average prices are 45,000 yen for waterproof shells, 50,000 yen for down jackets, 24,000 to 34,000 yen for padded shirts, and around 20,000 yen for pants.