Descente, Japanese activewear company founded in 1935 and manufacturer of performance apparel for many top international sportswear brands, has just inaugurated its newest flagship store in Tokyo, in the Harajuku area.

The three-floor store occupies 330sqm and is characterised by an innovative design. Each floor presents a different world that is always focused on top-end functional performance.

The new flagship will present a series of events and store decor themes with the aim to involve visitors and give them an impressive shop experience.

The store hosts a bookshop dedicated to all sports, which is subdivided according to the shops-in-the-shop within the store that host products from activewear to premium sportswear. The premium area hosts a 70sqm section dedicated to the Dual-ism Project, an outerwear apparel collection designed by Japanese expert sportswear designer Yono.

The Dual-ism Project is an innovative urban-outdoor collection that mixes vintage inspiration and tailor-made expertise with future-minded advanced technology and top performance protection. It can be worn both in cold mountain climates as well as in contemporary urban landscapes.