Why G/FORE’s New Store in Omotesando Hills is a Game Changer for Asian Luxury Fashion

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South Korean fashion brands are making a stylish splash in Omotesando Hills — the beating heart of Japanese fashion. Omotesando Hills is Tokyo’s premier shopping mecca, packed with global luxury and high-contemporary labels.

On the 16th, industry sources reported that Kolon Industries’ FnC division (Kolon FnC) opened a new G/FORE shop in Omotesando Hills.

In November 2024, Kolon FnC struck an exclusive master license with G/FORE’s U.S. headquarters for the Japan and China markets — a deal that put it in the driver’s seat in Asia. The company has since begun rolling out strategic stores across major shopping districts in both countries, kicking off with the 2025 spring/summer (SS) season.

Last year, G/FORE launched a shop in Ginza Six, Tokyo’s luxury mall. It swiftly won over female shoppers in Japan’s male-dominated golf apparel scene, boosting second-half sales by roughly 30% over its initial opening.

Riding that momentum, G/FORE opened its Omotesando Hills location on the 11th of this month. Instead of being tucked into the sports floor where most golf brands land, it took a spot on the second-floor “fashion level” alongside high-end designers.

A G/FORE representative said, “The potential and success we saw in Japan last year led to this Omotesando Hills expansion. We’ll keep delivering G/FORE’s distinctive brand experience and cement our position as a luxury lifestyle label across Asia — beyond Japan.”

Athleisure brand Xexymix opened its fifth official Japan store at Omotesando Hills on the 12th. It’s the first time a South Korean athleisure label has landed in the mall, and fans queued up outside on opening day.

Xexymix said the new Omotesando Hills store surpassed 10 million KRW (approximately 7,500 USD) in sales within three hours of opening and ranked among the day’s top sellers.

Xexymix plans to open two more official stores in Tokyo and Osaka later this year.