GARDE, a Tokyo based branding and design company worked on the concept planning, general and structural design, and construction for the first store of “THE ME”, which opened in Tokyo in July.

THE ME was born to solve the spiral of overproduction/mass disposal issues and to change the consumers’ behavior towards fashion, by the concept of “matching individual needs and desires, rather than operating on the premise of mass production”. This space expresses the desire to ‘clear up the fog’ which represents the trouble that everyone experiences when choosing clothes that suit their body. Navy and silver, the brand colors of THE ME, are used as key colors and complemented with warm materials to create a stylish yet relaxing atmosphere.

photo by Hiroki Terabayashi