DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2025.06.09
A Concept Store by "THE NORTH FACE" Specializing in Lifestyle Apparel
Nearest Station
"THE NORTH FACE ALTER" offers a wide range of products suitable for various lifestyles. These include everyday wear as well as items for travel, music festivals, and camping. As a concept store, it encourages customers to reflect on the future of our planet. The store name reflects a philosophy of reevaluating the primal energies and mechanisms found in nature.
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Among the brand’s official stores, this one stands out for its curated focus on lifestyle apparel. The selection includes fashion-forward daily wear and staples, as well as functional apparel and gear ideal for travel, festivals, and camping. The store features a range of practical items equipped with features like lightweight design, quick-drying fabric, waterproofing, insect resistance, and stain resistance.
A poncho-style rain jacket ideal for music festivals and light outdoor activities—a popular item in rainy Japan. Japan exclusive. ¥33,000
T-shirt featuring an embroidered logo with the endangered Iriomote cat. Store exclusive. ¥7,920 each
A stark-white dome tent located in the back of the store serves as a symbolic space for the brand. Inside, visitors will find seasonal product displays and occasional pop-up exhibits. Along both side walls, apparel items are organized by color, creating a clean and visually appealing layout. Potted plants at the entrance further enhance the store’s atmosphere, promoting harmony with nature.
The in-store "2-Meter Dome" tent, used for exhibitions and seasonal displays
The in-store "2-Meter Dome" tent, used for exhibitions and seasonal displays
Hanger racks line both side walls, with items neatly sorted by color
Hanger racks line both side walls, with items neatly sorted by color
Hanger racks line both side walls, with items neatly sorted by color
Indoor and outdoor flower beds; sedum succulents were planted on the day we visited
With a wide selection of functional lifestyle apparel and gear, the store is ideal not only for trip preparations but also for picking up extra essentials while traveling. Popular items include outerwear, base layers, hats, compact shoulder bags, and rolling luggage. The store also carries a variety of exclusive items, including products that display both the brand logo and the store name “ALTER,” making them perfect as travel mementos or thoughtful gifts.
Pouches that stand upright and make contents easy to find. Features carry handles for convenient travel use. Japan exclusive. ¥6,270 each
Large 4L sacoche bag with multiple pockets for easy organization. Japan exclusive. ¥6,600
Durable, water- and dirt-resistant carry bags. Molded back panels maintain shape even with heavy gear. Large 9cm wheels ensure smooth rolling on rough terrain. (Left) 95L ¥53,130; (Center, Right) 40L ¥46,750
Polycarbonate carry bags with waterproof gaskets and 360° rotating four-wheel casters. TSA LOCK-equipped. 24L ¥58,190; 70L ¥67,100
Polycarbonate carry bags with waterproof gaskets and 360° rotating four-wheel casters. TSA LOCK-equipped. 24L ¥58,190; 70L ¥67,100
Regularly updated graphic T-shirts created in collaboration with illustrators. Store exclusive. ¥8,250
Store exclusive. ¥7,150
Store exclusive. ¥6,050
T-shirt with both brand logo and store name "ALTER". "HARAJUKU," referring to Tokyo’s Harajuku district, is printed on the left sleeve," the store’s location, is printed on the left sleeve.
The information contained this article was correct as of 06/09/2025 (the time of publication)
