Summary
- To celebrate its 90th anniversary, Porter-Yoshida has opened its first-ever standalone pop-up in NYC, showcasing its heritage and new collaborations.
- The pop-up, running until September 7, also features a biodegradable, plant-based nylon line and highlights the brand’s commitment to Japanese craftsmanship.
As Japanese accessories label Porter-Yoshida (Yoshida & Co.) marks its 90th anniversary, the “TANKER” purveyor has made its way across the globe to New York City for its first-ever pop-up in The Big Apple.
Showcasing the legendary PORTER and POTR lines, alongside new products and collaborations, the 21 Spring Street shop encapsulates the label’s century-spanning heritage and its next steps as it inches towards its 100th anniversary in business.
Though the brand has US stockists, the pop-up marks the very first time Porter-Yoshida has set up a standalone shop in NYC. Brand Director Kenichiro Matsubara shared, “It was mostly about timing. Ten years ago, we focused on wholesale, but after the COVID-19 pandemic, we decided to shift our focus more towards retail strategy.”
Upon entry, visitors are greeted by a life-size figurine of the PORTER mascot ahead of various custom fixtures, including shelving clad by nylon utility panels, undulating orange racks, and a shaded vendor cart carrying smaller accessories — including a PORTER teddy bear.
The brand, which has been crafting its bags in Japan since 1935, spotlights its 100% plant-based nylon front and center, demonstrating how the label is addressing the needs of the future. Made from a biosynthetic blend using corn starch, each plant-based bag is completely biodegradable.
“The only unchanging thing is that it is made in Japan. What is changing today is that the number of factories and skilled craftsmen in Japan is decreasing. To preserve the culture of craft, Porter-Yoshida is putting more effort into hiring new craftsmen and creating opportunities.””
The “Made in Japan” label has become a highly sought-after tag in fashion due to its associations with craftsmanship. From selvedge denim to durable nylons, the country’s producers have made Japan a global beacon for high-quality manufacturing in an era ruled by speed and efficiency.
Matsubara emphasizes that the brand has evolved at a steady pace, prioritizing its heritage of craftsmanship. “The only unchanging thing is that it is made in Japan. What is changing today is that the number of factories and skilled craftsmen in Japan is decreasing. To preserve the culture of craft, Porter-Yoshida is putting more effort into hiring new craftsmen and creating opportunities,” he said.
Danish designer Cecilie Bahnsen’s capsule is also available at the pop-up, representing the label’s eclectic approach to co-creation. While teaming up with larger streetwear names like BAPE, Porter-Yoshida has also invested its efforts in more niche interests. Most recently, POTR unveiled a special record-holding tote bag in partnership with sakamotocommon, an organization dedicated to honoring the legacy of late composer Ryuichi Sakamoto.
On the future, Matsubara said, “My vision for the next 10 years is one of innovation. This is the 90th anniversary, but it doesn’t mean it stops here.” “There is a slogan on one of the gifts that says ‘Every day is a new beginning.’ That’s our mentality.”
The PORTER 90th Birthday NYC Pop-Up Store is open until Sunday, September 7 at 21 Spring Street in New York City.
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