Aoki Hifuku, a Long-established Okayama Denim Factory, Opens Concept Store 'AOKI DENIM -PREMIUM INDIGO LAB-' in Kurashiki Ivy Square on April 29th!

Aoki Hifuku (Headquarters: Ihara City, Okayama Prefecture; President: Shigeru Aoki), a prominent factory in the 'denim capital' of Japan, will open its new concept store, 'AOKI DENIM -PREMIUM INDIGO LAB-,' on April 29th. The store is a renovation of the West Gate location of Kurashiki Ivy Square (7-2 Honmachi, Kurashiki City, Okayama). Following the recent opening of their second Tokyo store, 'AOKI DENIM -Kaminarimon-' in Asakusa, this new establishment marks a significant presence in one of Kurashiki's most iconic landmarks.

### Store Details - Name: AOKI DENIM -PREMIUM INDIGO LAB- - Address: 7-2 Honmachi, Kurashiki, Okayama (Kurashiki Ivy Square West Gate) - Pre-opening: Wednesday, April 29 - Grand Opening: Friday, May 1 - Hours: 9:00 AM – 6:00 PM

### Concept: PREMIUM INDIGO LAB The store serves as a unique space where the beauty of Japan's four seasons is fused with products through 'Indigo,' the very root of denim. It offers an extraordinary aesthetic experience, blending 'Indigo' that quietly stimulates the senses with 'Wa' (Japanese style) that embodies the culture of Kurashiki.

Kurashiki Ivy Square, where the store is located, is a site born from the former Kurashiki Spinning Mill (now Kurabo) founded in 1889. The facility features historic red brick walls and a courtyard pond inspired by Monet's water lilies, blending Japanese charm with Western beauty. Aoki Hifuku, which opened its first Ivy Square store in April 2025, aims for this second location to be a complex space where 'Japanese Modern' and 'Seasonal Beauty' converge, mirroring the world-view of their Asakusa branch.

### Interior and Experience The store interior is designed to maximize the appeal of indigo, featuring heavy, calm fixtures in dark brown and black. Walls and tables are colored in deep indigo tones, creating a sophisticated atmosphere. At the entrance, panels will display seasonal production scenes and inspirations, conveying the high value and craftsmanship behind each product.

### Unique Product Lineup - **DENIM KIMONO COLLECTION**: A line of denim Haori (jackets), Samue, and Kimonos that has received high praise both domestically and internationally for blending Japanese and Western styles. - **THE DENIM**: A premium denim line using authentic indigo-dyed leather. - **ARTIST COLLABORATION**: Fusion pieces featuring collaborations with Bizen-ware artists and local decorators who lead Okayama's art scene.

Aoki Hifuku will continue to express Japanese culture through Okayama denim, creating a seasonal space that evolves with the four seasons.