PARIS — Japanese denim specialist Momotaro Jeans is using Paris Men’s Fashion Week as the springboard for its next phase of international growth, opening its first Paris retail pop-up store alongside a showroom featuring its spring collection.
Running from Tuesday to Sunday at 13 rue des Filles-du-Calvaire in the Marais, the pop-up will function as both a consumer-facing retail store and a showroom for buyers in town for men’s fashion week, as part of the brand’s larger strategy to blend wholesale development with DTC ahead of a planned flagship.
“This event is not just a closed exhibition for buyers and fashion industry professionals; it also serves as a pop-up store event aimed at attracting customers in preparation for the opening of our future flagship store in Paris,” said creative director Kaori Oikawa.
The activation comes as companies are increasingly using fashion weeks not only to present collections but also to test retail concepts, build brand awareness and strengthen direct connections with consumers.
For this season, Momotaro has opted for a hybrid format that combines product presentation, retail and culture.
A look from Momotaro Jeans
Courtesy of Momotaro Jeans
Founded in 2006 in Kojima, Okayama, which is often referred to as the birthplace of Japanese denim, Momotaro has built its reputation on vertically integrated production and a focus on craftsmanship.
The brand is already distributed in 28 countries, and Oikawa said preserving those roots remains central to its strategy as it continues to grow.
“First and foremost, Momotaro Jeans’ mission is to ‘deliver authentic denim to the world and to the future,’” she said, noting Kojima’s rich history is the core of its brand codes. “As we look toward future global growth, we believe it is particularly important to preserve and further develop this traditional craftsperson-ship.”
While the brand is often grouped within the broader category of Japanese denim, the Paris project aims to communicate its overall brand philosophy of “monozukuri,” or the idea of making by hand.
“We view this event in Paris not merely as a pop-up store, but as an opportunity for people to learn about Japanese culture,” Oikawa said. It’s based on the philosophy of “Mingei,” or to derive beauty from function without excessive decoration.
That approach is reflected in the design of the space itself. Rather than relying on familiar Japanese motifs, such as shoji screens, the interior has been built around traditional timber-framing techniques, using cypress wood processed in Japan and assembled in Paris by Association Daiku, a collective dedicated to preserving Japanese carpentry traditions.
Woodworking by Association Daiku
Courtesy of Momotaro Jeans
“This collaboration with Daiku fundamentally reshaped the design process itself. The blueprints drawn up in Japan would not have fit into the historic Parisian building as they were. It was precisely because Daiku, with their deep knowledge of the local context, was there that we were able to work together to refine the design into a form that would truly work in Paris,” she said. “This was the single most important factor that ensured our vision didn’t remain a mere theoretical ideal on paper, but was realized as a tangible space.”
The space incorporates nail-free joinery, indigo-dyed fitting rooms and functional craft objects including sake barrels and masu cups. A vintage Union Special sewing machine will provide on-site hemming services, which are offered in the brand’s Japanese stores.
“This is not merely a promotional gimmick,” Oikawa said of the tailoring service. “It is a service that Momotaro Jeans, as a product brand, holds dear.”
The pop-up at 13 rue des Filles-du-Calvaire
Courtesy of Momotaro Jeans
For Momotaro, the Paris pop-up may last less than a week, but the ambitions behind it are considerably longer-term. By combining showroom appointments, direct sales and an immersive brand environment, the company is using men’s fashion week to introduce itself to a wider European audience and lay the groundwork for a permanent retail presence in Paris.
“This event is not just a closed exhibition for buyers and fashion industry professionals; it also serves as a pop-up store event aimed at attracting customers in preparation for the opening of our future flagship store in Paris,” she added. “We want not only buyers and fashion industry professionals but also consumers to touch and experience the craftsmanship born from the honest and sincere work of artisans.”
