On selected Saturdays, Sundays and holidays between January 29 and February 27, you can shop for fresh vegetables on the first floor of fashion brand Beams Japan’s Shinjuku store. Farmers will be onsite to explain each vegetable and how to prepare them. You’ll also find gardening tools, such as planters, to grow vegetables at home, and if you spend ¥3,300 or more, you’ll receive a free vegetable growing kit. There’s also a model greenhouse that exhibits photos of vegetables grown on the store’s own rooftop farm, and gives some insight into the growing process.
The event is part of a temporary collaboration between Beams Japan and the Ministry of Agriculture, Forestry and Fisheries, called Tagayasu Beams Japan – Teaching food culture and style. The project runs until February 28 and aims to get young people interested in agriculture.
Directed by Tadayuki Kato, head of Beams Japan’s original brand SSZ and a fourth-generation farmer, one part of the project is a lineup of four clothing items designed to make farmwork more efficient. The jacket (¥24,200), pants (¥22,000), tekko hand and wrist covers (¥6,600) and the vest (¥13,200) feature simple designs and can be worn in daily life as well. You can shop for the clothes at Beams Japan’s Shinjuku, Shibuya and Kyoto stores.