It’s a cinch: Premium denim boutique opens

Tokyo – Targeting consumers who lust after the limited-edition item, jeans brand Levi’s has opened a new concept store in the high-end Aoyama district here. Cinch will carry the rarest wares sourced from Levi’s collections worldwide, in addition to limited-edited models available only in the store. Levi’s fans will be pleased to find vintage products – including a revival of a design first sold in 1917 – alongside collaborations such as the recent Damien Hirst x Levi’s collection designed by the British artist.

In keeping with the trend towards utility workwear, the rough-and-ready aesthetic of the store is further emphasised by the pulleys and winches used to display the garments.