The staff who interact with customers daily at SEVEN BY SEVEN stores, including the Yoyogi Uehara flagship store, Isetan Shinjuku store, and GINZA SIX store, gathered together for a roundtable discussion. They spoke from their own perspectives on the theme, "What is the appeal of SEVEN BY SEVEN?" We also introduce items that the staff genuinely recommend this winter.
Left: Shunsuke Chiba of the GINZA SIX store; Center left: Ryota Muto of the Isetan Shinjuku store
Center right: Nozomi Yagi, also from Isetan Right: Kiyoto Sugiuchi, from the Yoyogi Uehara flagship store
What is the appeal of SEVEN BY SEVEN? 
Sugiuchi: I think the appeal of SEVEN BY SEVEN (hereafter SBS) is its "ambiguity." For example, even items with a military motif have a certain elegance within their earthy feel, giving them a dual nature. I think there's something uniquely addictive about this indecisiveness (laughs).
Chiba: In a sense, this may be a common interpretation, but to me, SBS is clothing for "adults having serious fun." It's like designer Junya Kawakami's mischievous spirit has been embodied. I feel like that's probably the very essence of San Francisco culture. It's a city where adults are having fun with their own style. I think it's the kind of product creation that can be made precisely because we understand that on a deep level.
Yagi: I think it's great that it's "unique." SBS clothes are basically men's, but personally I don't feel like I'm "daring to wear men's clothes." I can wear it very naturally. Perhaps that's also what Sugiuchi-san is talking about as "ambiguity." I think it has a truly unique appeal.
Muto: Plus, each item has a certain elegance to it. That's why I think it looks good on adults and women alike. For example, let's take the SBS derby jacket (*), which I love...
Yagi: Muto-san, you really love that, don't you? You were so impressed when it was on sale in stores.
Muto: I think all guys love derby jackets, but this one is in a league of its own. They're generally made from a cotton and polyester blend, but this one is 100% wool. It's high quality, of course, but not too refined; I love that it has just the right amount of roughness, and it's warm and uniquely thick. Many brands have reinterpreted and released this jacket, but this is the first time I've seen it come together like this. It's this good balance that I want to convey to everyone. I really think every guy should buy one (laughs).
(*) Derby jacket
This work jacket is said to have originated in San Francisco in the 1960s. Its construction allows for greater arm movement and features "cup shoulders" with cupped seams at the shoulders. It is called a "derby jacket" after the iconic brand "Derby of San Francisco."
Yagi: Mr. Kawakami often calls you "salty" as a compliment.
Chiba: Really. The other day when he came to the Ginza store, he was looking at the secondhand clothes we had bought and saying, "This is so cheap!" (laughs).
Yagi: That "salty" doesn't just mean that it has a unique flavor, but rather that it's about "finding the charm in places that no one else notices." That perspective is present in all of our items. Personally, I think that if you look at them from that perspective, their appeal will stand out even more.
Each strand of yarn is dyed in indigo, so even though it's a knit, it changes color over time just like denim. When I actually wore it, the color changed to match my body. It's going to be fun to see how it develops over time.
Middle left: Remade jeans from the brand's early days (Yagi)
I was attracted to the vintage feel and the playfulness of boldly attaching mink fur to jeans. Because they were remade from old clothes, each pair had a different look, and I remember having fun choosing them. I found a pair that I loved, including the color and size, and I still treasure them to this day.
Center right: Leather feather necklace (Sugiuchi)
When I joined SBS, designer Junya Kawakami gave me a Rooster King leather necklace. It's like a lucky charm to me. When I wear it, it naturally enhances the look of my clothes, so I naturally rely on it when I'm unsure of how to style my outfit.
Right: SBS derby jacket (Muto)
The San Francisco-iconic derby jacket has finally arrived from SBS. While the style is work-inspired, the unique materials used by SBS give it a sophisticated finish. Since I got it, it has become my go-to piece.
2025FW
Staff's top pick
SEVEN BY SEVEN
Our staff members come into contact with SBS items every day, gaining a full understanding of their appeal and conveying it to customers. They have chosen the items they "really want to recommend right now." We will deliver a real perspective that only "SEVEN BY SEVEN people" can share.
CHIBA'S RECOMMEND
[INSULATION COACH JACKET]
Although it is a coach jacket, it has a hood (which can be stored) attached to the collar and the padding gives it a puffy silhouette, making it an item with a playful spirit that is typical of SBS.
The padding is made with Primaloft, the same material used in US military wear, for lightweight yet highly insulating properties. The outer fabric is water-repellent, so you can wear it regardless of the weather, and it's also breathable, so you'll be comfortable even in the city.
I personally think it pairs perfectly with large checkered shirts, vintage clothing with a bit of a unique flair, and other so-called "salty" items. It's an outerwear piece that captures the unique SBS vibe. (Chiba Shunsuke)
[ITEM]
INSULATION COACH JACKET ‐Primaloft‐
SUGIUCHI'S RECOMMEND
[FATIGUE TROUSERS]
Although they look like slacks, they are actually fatigue pants. This item has a two-sided design that makes it appealing.
The material is Powder Melton, a unique blend of five types of wool created by SBS. It's 100% wool, but it's incredibly soft. It doesn't feel uncomfortable even when it comes into direct contact with the skin, and it's very comfortable to wear.
Personally, I recommend pairing it with a rugged outerwear like an MA-1. Even if you match the top and bottom with a military feel, the contrast in texture will be effective, creating a look that exudes elegance amidst its ruggedness. (Sugiuchi Kiyoto)
[ITEM]
FATIGUE TROUSERS -Powder melton-
MUTO'S RECOMMEND
[Derby Jacket]
Have you tried on this Powder Melton derby jacket yet? It's an item you should definitely try out.
It has an authentic shape, but by using SBS's unique Powder Melton material, it is warmer than a regular derby jacket and can be worn just right in winter. My personal recommendation is to wear it with work pants and sneakers for a classic style.
SBS is synonymous with San Francisco, and San Francisco is synonymous with the Derby jacket. With that cultural connection in mind, I think this will become a representative piece of clothing for this season. (Muto Ryota)
[ITEM]
DERBY JACKET -Powder melton-
YAGI'S RECOMMEND
[MILITARY CARGO PANTS]
These cargo pants have an elegant texture and become more comfortable the more you wear them, giving them a different impression. If you're not a fan of military items, this is a pair you should definitely try.
The blend of firm cotton and delicate linen creates a rugged yet elegant look. Although it is a men's line item, the high-quality material makes it easy for women to wear.
Many of SBS's items have a moderate silhouette that doesn't show off the body lines too much, making them easy to incorporate into your styling, which is one of their charms. I think you can enjoy wearing them in a way that suits you, regardless of age or gender. (Nozomi Yagi)
[ITEM]
MILITARY CARGO PANTS ‐Cotton Linen Ratine‐
Yagi: Even though we were all the same staff, each of us had a different perspective, which was stimulating for me.
Chiba: Each SBS store has its own unique character. The flagship store, Shinjuku Isetan, and Ginza store all have different interiors and lineups.
Sugiuchi: That's why we encourage our customers to visit our various stores. We believe that you will be able to experience the charm of SEVEN BY SEVEN at each location.
