October 24, 2024 Press Release Brand
A casual brand for adult men who like authenticity.
“BAKER STREET” Spring/Summer 2025 debut
~ High-quality traditional style that expresses British commitment with modernity and playfulness ~
New brand “BAKER STREET” Spring/Summer 2025 collection
Sanyo Shokai Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo, President and CEO: Shinji Oe) will launch the new brand “BAKER STREET” aimed at adult men who are particular about quality, starting in February 2025. The campaign will start at department stores nationwide and on the brand’s official website and store.
“Baker Street” is a men’s casual brand aimed at adults who want authenticity and expresses British commitment to modernity and playfulness under the theme of “Quintessentially British Clothing with Humor”. Including the original check pattern “BAKER STREET TARTAN” which is the face of the brand, we express British commitment by using printed patterns with a British taste. In addition, we develop products with high quality and functionality that bring together the best of Sanyo Shokai’s manufacturing techniques, and respond to modern climate change and diverse needs.
Sanyo Shokai aims to further strengthen its brand portfolio through the development of its new in-house brand “BAKER STREET”, which enables flexible measures from planning to sales, and to reach the upper-middle customer group that we are targeting. We will create new value that will be supported and revitalize the men’s wear and adult casual zones of department stores, which are on the decline.
(Note) Quintessentially: Typical
■Background and purpose of new brand development
～ “Advanced casualization of business wear” and changes in department store men’s wear zones ～
In the men’s wear market, growth will be centered on suits and formal wear in 2023 as business and occasion needs recover. However, there is a noticeable polarization trend when it comes to business wear.While formal suits such as custom-made patterns are on the rise, casual styles such as jackets and pants with light set-ups are becoming more popular. In addition, even in casual wear, as the men’s wear section of department stores is shrinking, there is a need for even greater brand power and differentiation from competing brands. In order to turn these changes in the market environment into business opportunities, we believe that it is necessary to establish a solid position by rejuvenating and revitalizing the men’s wear adult casual zone of department stores. We have begun developing a new brand aimed at the middle class.
~Transition from licensing business to own brand business~
Additionally, one of our business strategies has been to convert our licensing business into our own brand business as much as possible. As part of this effort, we have decided to develop “Baker Street” as an alternative brand following the termination of the license agreement for “The Scotch House.”
By switching to our own brand business, we will be able to respond quickly and flexibly in all aspects of product planning, manufacturing, sales, and marketing. As a result, the aim is to increase the competitiveness of the brand and lead to further business growth.
■Overview of “BAKER STREET”
■Product features
There are five major characteristics.
①Use of newly developed original check pattern
New brand “BAKER STREET” Original check pattern “BAKER STREET TARTAN”
Developed an original British tartan. This design is used for clothing and miscellaneous goods and is the face of the brand. The blue check is named “BAKER STREET TARTAN”. The base navy blue is the brand color “BAKER BLUE” which is also used in the logo. This navy blue is inspired by the color of London’s pre-dawn sky, and each grid is inspired by the city’s energetic criss-crossing streets.
②Use of brand icon
Brand icons with a British feel are actively used in details such as prints, miscellaneous goods, and buttons.
Original emblem symbolizing “BAKER STREET”
The emblem was developed by taking inspiration from the 18th century when “BAKER STREET” was built. Based on heraldry, it consists of three types: crest (helmet decoration), escutcheon (shield), and supporter (shield holder).
“BAKER STREET” signet
The signet placed in the escutcheon in the center of the coat of arms was used by aristocrats in the 18th century as identification. Aristocrats at the time wore signet rings engraved with this seal and used them to seal their seals. In addition to using it as a one-point motif, “BAKER STREET” has also developed a monogram print pattern.
③British-style prints and playful details
We offer a variety of prints with changing colors and patterns each season, and we offer the fun of matching patterns and colors. In addition, by using printed patterns on the jacket’s endpapers, etc., we incorporate a subtle playfulness and attention to detail into the details.
④Product group with high quality manufacturing and functionality unique to Sanyo Shokai
We offer a rich lineup of functional products that bring together the best of Sanyo Shokai’s manufacturing techniques. Utilizing the know-how cultivated through our company-wide project “Product Development Committee” (*1), we use functional materials such as ultra-stretch, ultra-lightweight, water-repellent, cool-to-the-touch, and UV protection to help address modern climate change. and respond to diverse needs.
⑤ Full range of basic standard products that are the face of the brand
Outerwear such as M65, a representative field jacket, blazers, oxford shirts, polo shirts, sweatshirts, chino pants, etc.
We have a wide selection of standard items that are essential for creating British style, and respond to a wide range of customer needs. We also offer a wide range of sizes from S to LL.
■Store concept
“BAKER STREET” Store image perspective
The store design is based on traditional and classic elements, creating an image that creates a modern and clean atmosphere. The moldings and stone gray walls were inspired by London’s BAKER STREET subway station, and the use of white and wood grain creates a sense of lightness.
■Future plans
・Opened official brand LINE account (December 2024)
・Brand launch (sequentially from February 2025)
Opening a store in the men’s wear zone of a department store
Brand official website and store open in “SANYO ONLINE STORE” (February 2025)
・Start of brand launch campaign & promotion (March 2025)
Maximize campaign visual exposure and increase brand awareness
