Sportswear fashion label Stone Island has opened a flagship store in Aoyama.

The back-alley location in Tokyo’s prestigious shopping district represents the brand’s continuing expansion. The two-storey concrete-box flagship conveys a stark, utilitarian aesthetic in keeping with a brand that has remained popular in Japan since first opening there in 1983.

While Japan represents a small segment of Stone Island’s market, it is expected that the Tokyo-based flagship will help the brand extend its reach in the broader Asian market.