In Japan where shopping is a serious occupation and the consumer is acutely aware of trends, we conceived a shop in which to sell jeans which stylistically we believe had never been seen before. Taking the ‘jean’ as a classic item of clothing, we looked back to its roots and made a store in the style of a hunting lodge. The then relatively unknown British artist Richard Woods produced the artwork representing woodplanks which covers the walls, floors and ceiling. We made a collection of genuine hunting trophies, shipped them to Tokyo, transformed the packing cases into furniture, and hung the jeans on the animal horns.
Project commissioned by Joi’x Corporation and Paul Smith Ltd.