Hello!

Summer is in full swing, but our Fall/Winter collection catalog is finally here!

This season, we’ve kept things simple, letting the understated charm of Sarahwear’s clothes speak for themselves.

Our model this time is Natalia from Poland. With her fresh and youthful presence, she brought the collection to life beautifully.

The theme is “Dear Mr. Ralph Lauren.”
This collection is inspired by the world of Ralph Lauren in the 1970s—a time and style we’ve always admired.

Of course, you’ll find iconic pieces such as flared pants, cowgirl shirts, and buffalo coats, but we’ve also lined up plenty of everyday favorites, including lace-detailed shirts and twill pea coats—pieces designed to become a natural part of your wardrobe.

As always, it’s a little sad to see summer slowly coming to an end, but right now, our excitement for autumn is winning out.

We hope you’ll come and discover the new collection at our store in Jiyugaoka or at Sarahwear stockists throughout Japan.

New pieces will also be added to our online store regularly, so please keep checking in!

 

 

Hello, it’s that time of year again when the Linen Promotion Department — or perhaps the Liberty Promotion Department — makes its annual appearance.

The rainy season is here: humid, sticky, and somehow both hot and chilly at the same time. At home, I often find myself wearing track pants with three stripes down the side, but when I go out, I like to dress in something fresh and stylish to lift my spirits.

I recently visited Seoul for the first time in a while. The city felt like it was just about to enter its rainy season too. During the day, I was drenched in sweat, but I felt a little reluctant to walk into fashionable boutiques and beautiful spas looking like a carefree tourist. So I packed a black linen dress and a linen set-up.

Thanks to that, whether I was sweating in the heat outside or riding the heavily air-conditioned subway, I was able to stay comfortable and look stylish at the same time—or at least I like to think so! (laughs)

Linen is often avoided for travel because it wrinkles easily, but Sarahwear’s linen pieces are already garment-washed, so a naturally wrinkled look is part of their charm. Even longer items like dresses can simply be hung up overnight and are ready to wear again the next morning.

Another summer essential for going out is Liberty Tana Lawn.

Whether worn as a matching set or paired with casual trousers, it instantly adds something a little special to your outfit. And needless to say, the comfort and wonderfully soft feel of Tana Lawn against the skin are second to none.

They say this summer will be another scorching one. But that doesn’t mean we should spend it hiding indoors.

So come on—let’s dress up and head out!

I think everyone has those items they can’t help buying even though they already own plenty. For me, it’s printed T-shirts and jeans.

Jeans are especially sensitive to trends, and denim itself comes in so many variations—different weights, yarn quality, shades, and finishes—that each piece feels unique. That’s probably why I always end up wanting another pair.

At Sarahwear, we’ve been working with denim fabrics for a long time, but we had never produced authentic jeans or denim jackets—until now. Thanks to a wonderful connection with a specialized factory, we’re finally able to launch our long-awaited Denim Factory Series.

We struggled quite a bit with selecting the fabrics and designs, but we’ve managed to take the very first step into Sarahwear jeans.

That said, the part I personally put the most effort into was the name tag. I looked at vintage clothing labels for inspiration, but in the end, we chose a rough sketch of my beloved dog. Perhaps it’s because both jeans and my dog are my best partners—an essential part of my everyday life.

For this first release, we’re introducing three pieces: painter pants, a skirt, and a work jacket—each combining an effortless feel with a one-of-a-kind charm. Choosing the fabric was the hardest part; both options looked so good that we simply couldn’t decide, so we ended up offering two completely different types. Even among our staff, opinions were split on which one they preferred.

We’d love for you to visit us in-store—see which fabric you like best, check out the name tag, and experience everything for yourself.

Hello.

For last year’s end-of-year “What’s New,” I asked Torinokoe to take over. I’ve never been great at multitasking to begin with, and with all the year-end chaos piling up, my brain went into a mild panic and I couldn’t write a thing. So without hesitation, I passed the baton to Torinokoe, who always has plenty to talk about.

Now, a new year has begun—and both my mindset and the collection have been refreshed.

The theme for SaraWear’s Spring/Summer collection this year is:

“One day in San Francisco.”

San Francisco is a city that values cultural and human diversity. Each neighborhood has its own scenery and its own kind of joy. It’s a major city, yet nature is always close by. To me, it felt like one of the most ideal cities in the world… although that was about 30 years ago. (Laughs)

From the prestigious UC Berkeley, to the rich natural landscapes of Napa and Yosemite; experiencing Asian culture in Chinatown, and enjoying fashion and art in the city—

dreaming of such a full and vibrant lifestyle, I greedily combined many different tastes and moods into this collection.

Recently, I’ve seen news about high-tech industries and talent flowing in, prices soaring, and the city becoming something only the wealthy can fully enjoy. But I hope that, too, will be embraced as part of its diversity—and that San Francisco will remain resilient and joyful for years to come.

We’ve just finished the catalog shoot, and are now in the middle of editing. Please look forward to it.

As a new challenge, we’re also introducing the Denim Factory Series starting this season.

It’s relaxed and effortless in true SaraWear style—but with just a little bit of seriousness in the denim itself.

Or… maybe not? (Laughs)

This What’s New column is usually written by the designer of Sarawear, but for the final What’s New of the end of 2025, the baton returns to the film column writer, Bird no Koe, who is picking up the pen again after quite some time.

There are many things I could write about, but this time I’d like to talk about New York.

In Europe, Sarawear has been gradually gaining recognition, and it’s not uncommon for customers who discovered the brand through our retail partners to cross the ocean and visit our shop in Jiyugaoka.

With the hope of expanding those kinds of connections to the United States, we made our move into New York in the fall of 2023.

We didn’t enter the U.S. with a thorough market study. Instead, I arrived in Manhattan full of optimism, carrying an image of New York shaped by endlessly listening to Billy Joel’s “New York State of Mind” and memories of the fresh, vibrant city from about twenty years ago.

But the air had changed.

It was around the time when President Biden’s age was becoming a frequent topic of discussion and rumors were circulating about former President Trump possibly running again. Income inequality was widening, public safety had noticeably deteriorated, and there was a sense of economic slowdown driven by uncertainty about the future. I clearly remember feeling that America was standing at a major turning point.

Two years later, Trump has indeed returned to the presidency. While this brings a sense of unease about doing business in the U.S. going forward, it also reminds me once again just how vast and immense America truly is.

I only really know New York and Hawaii, yet our number of stockists in California continues to grow. Each time we establish a new partnership in places like Texas, Nashville, Minnesota, and beyond, I look them up on Google Maps and am always amazed by the sheer distance.

At our last New York show, buyers came not only from New York but also from places I’ve long admired, such as Santa Fe in New Mexico and San Francisco, making the event especially lively.

Some buyers perfectly matched the image of friendly, outgoing Americans, while others were conservative and impeccably polite. There is so much diversity—of race, climate, lifestyle—that fashion sensibilities naturally vary as well. Once again, I was reminded of how enormous this country is.

In a place like this, seeing people such as Shohei Ohtani and Hiroyuki Sanada thrive on a global stage is nothing short of astonishing.

We now have a growing number of clients who continue to place orders with us, including shops that have supported us from the very beginning. When things settle down a bit more, I’d love to travel by bus and visit regional American cities one by one.

During our last trip to New York, I was asked a question for the first time:

“What kind of feelings and philosophy do you put into making your clothes?”

I froze.

Nine years ago, when we first participated in overseas trade shows, I had prepared myself—partly as English practice—but no one ever asked questions like that. The questions were always about shipping costs, taxes, and prices. I had assumed that our intentions were already conveyed through the garments themselves, and that those who understood, understood.

So I panicked.

I fumbled through an answer about being inspired by European and American fashion from the ’60s and ’70s, but I couldn’t explain our seasonal theme at all. I left feeling mortified.

Even so, the everyday clothing we have been creating—clothes inspired by the heroines of European Nouvelle Vague films and American New Cinema—has slowly begun to find its way across the ocean and take its first steps in Europe and the U.S.

Supporting our journey in America are two young Japanese women pursuing their dreams in New York.

One is M, a ballet dancer, fashion model, and aspiring actress.

The other is H, who aims to become a fashion content creator while supporting various brands.

They work in different fields, but both are striving day by day toward their dreams in New York, one of the world’s great cities. It’s a place that can feel harsh to outsiders, yet their passion to achieve their dreams outweighs everything else.

I sometimes envy their youth, but more than that, I sincerely wish for their success. And every time I leave New York and land back at Haneda Airport, I feel as though my own heart has grown twenty years younger.

Like these two powerful women, Sarawear will continue to face forward—taking steady steps, fearless, enjoying the journey, and moving toward our dreams.

Thank you very much for visiting our website this year.

We look forward to your continued support in the coming year.

 

HOME SWEET HOME

This fall–winter’s theme is “Home Sweet Home.”

It may sound classic, but the image comes from Norman Rockwell’s world and cozy family Christmas scenes in American movies.

Our denim and hickory shirts are easy to wear every day, designed with a subtle feminine touch. Cozy pants and the farmer’s dress in the same fabrics bring a gentle casual style—not too “Americana”—so they’ll be pieces you’ll want to wear on repeat.

We also made these styles in other fabrics, so be sure to check them out! Denim, hickory, and chino form the heart of the collection, surrounded by charming shirts and knitwear that will make you smile.

This fall–winter with Sara Wear, just by slipping into our clothes, you’ll feel like you’re already at your own Home Sweet Home lol

Golden Week is just around the corner. Are you planning any events?

Whether you’re having a long holiday or just a short break, May is a wonderful time. Everywhere you go, the deep greenery and wildflowers are beautiful, and the breeze is so refreshing.

Although I only recently started to appreciate the beauty of spring. (Laughs)

Before we know it, it will be summer, and the weather will quickly get hot. It can be tricky deciding what to wear. For those times, I often wear linen. It’s breathable and feels great on the skin. With a denim or cotton jacket, it’s perfect for this time of year. This year, Sara Wear’s linen collection is fantastic! There’s even a series called the Picnic Line.

It’s the perfect season for spreading out a lunch box at the beach or a park, and enjoying some beer or wine for an adult picnic. However, when sitting on a mat, your legs can often become a concern… That’s when a voluminous wrap skirt is ideal. The free-flowing legs make it comfortable! That’s why I call it a “Picnic Skirt.”

The checkered and solid fabrics have a slightly ethnic vibe, with colors like lavender and lemon that are bound to stimulate your appetite. In addition to this skirt, there are also blouses you can layer and the popular Tomoyo dress.

Recently, I’ve been hooked on Vietnamese sandwiches, “Bánh Mì,” and I’d love to have a picnic with sweet Vietnamese coffee and Bánh Mì during Golden Week. Of course, I’ll be wearing this skirt!

The weather has suddenly turned warm, and it looks like this weekend will be almost hot. But we can let our guard down just yet t that time of year when the temperature swings between cold and warm.

Spring has also arrived in the Sarahwear wardrobe!

Our theme for this spring and summer is:

Parisienne Goes to New York

I later realized it kind of the opposite of Emily in Paris. Haha!

I imagined a Parisienne going on a shopping spree in New York vintage stores. You often see young Parisiennes effortlessly styling American-style vintage pieces ike sweatshirts, retro cut-and-sew tops, denim jackets, or preppy madras and chambray shirts hile riding the subway. Honestly, they sometimes look even cooler than the originals!

I pictured them getting lost in the excitement of hunting for cute finds in a New York vintage shop.

For our catalog, we wanted to shoot on the streets of New York! But in reality, I just cut and pasted everything together. Haha!

I hope you l stop by our store and experience this fun and playful vibe for yourself!

Well, there are only a few days left of this year.

 Christmas, year-end parties, the end of the work year, cleaning up, I’m sure you’ve all spent the last week of the year in a rage.

 This year’s nightlife seems to have been more exciting and glamorous than ever before in Corona!

 Looking back on the past year for me personally, it was an ordinary year, nothing remarkable at all. However, recently I have had more opportunities to visit exhibitions and galleries, and I have come to enjoy them in a way I never did before, and I have come to honestly think how beautiful and interesting they are, and how I would like to have them nearby.

 It was a year in which I wanted to get in touch with art in more and more different ways.

 Salaware is taking on new challenges one by one this year. We started an installation live from our shop in Jiyugaoka. This has been well received and our staff are encouraged. We are also exploring new forms of catalogue making. We want to create something that everyone can enjoy and not end up being self-satisfying. We also have a workshop in our atelier, which sometimes echoes with the sound of our sewing machines.

 Well, it looks like it’s going to be a mild New Year’s in Tokyo, but if you’re in an area with heavy snow, please be careful and stay warm.

 We apologise for not being able to get Watts New up all year.

 Our ambition for next year is to bring you as much great information as possible.

 We would like to thank you all for your support this year and look forward to working with you again next year. We look forward to working with you again next year.

 We wish you a peaceful and happy start to the next year.

September is already more than half over.

 Most of you are probably saying, “I’m not in the mood for autumn yet”, probably because of the weather.

 But here’s an announcement from Salawear that will make you feel like autumn.

 Yes, our autumn/winter catalogue is ready. We’ve stopped using a magazine format for the last catalogue and made a better one! We’ve made it look good, so we’ve made a product with a lot of spirit. [Laughs.

 The catalogue has a CD-jacket style, in keeping with the theme of Buskers (London street musicians). The contents are a secret!

 The products are coming in one after another. Not to mention the classics that everyone loves, classic tweed jackets, fluffy nostalgic dresses, popular corduroy trousers and more, making autumn co-ordination fun.

 Oasis is all about reunion, so I’m also buying a new Sarah Ware mod coat this year.