Home > News Releases > New Brand "GRAVITAS & GRACE" Embodying "Tokyo Tradition" to Be Open Along Ginza Namiki Street on February 9

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New Brand "GRAVITAS & GRACE" Embodying "Tokyo Tradition" to Be Open Along Ginza Namiki Street on February 9

World Co., Ltd. is pleased to announce that it will open a new store along Ginza Namiki Street on February 9 called GRAVITAS & GRACE, which will cater to men and women between the ages of 35 - 45 and feature traditional attire.

The concept of the new store is "Tokyo tradition," meaning it will hold traditions dear without being swayed by transient trends. At the same time, it will stay in tune with the times with an appealing range of traditional fashion. The new brand aims to satisfy a generation well-seasoned in traditional clothing thanks to a plethora of information on global fashion, culture, tradition and economy that filters through the metropolis of Tokyo.

The range of merchandise includes original items and materials expressing a sense of trendiness and universally loved apparel purchased from well-established overseas manufacturers. The store interior will be adorned with antiques and furnishings from Europe and will have a corner with a selection of books in line with the store concept. Overall, the store offers a space that enables customers to relax and feel the world-view of the brand.


  • Men's
    A navy blazer, which truly embodies the brand, will be on offer year-round (* Men's ¥60,000, Ladies' ¥63,000). Traditional apparel with a modern stylish look, including hacking jackets (horse-riding gear) and cloaks will be available. A variety of original emblems and buttons are also available to accentuate these merchandise.
    * Price is for spring/summer 2007
  • Ladies'
    The store will supply from jackets and shirts for business occasions to elegant dresses, thus catering to a range of needs. Silk will be used for the lining of the jackets, coats and dresses as an attention to detail that enhances comfort and makes for traditional clothing which can be worn and enjoyed for years.
  • Accessories
    A series of corsages, scarves and cufflinks that add originality to a traditional look as well as antique accessories and other items made in cooperation with well-established makers (see below).

Jointly designed merchandise

Seasonal items also available.

    Established in the United States in 1899, this menswear brand has provided traditionally loved apparel to presidents, movie stars and sportsmen. The maker currently offers suits modelled on the fashion of the 1920s (¥180,000).
    This shoemaker has preserved the use of high-quality materials and techniques ever since its establishment in 1850. This time it will provide two types of men's boots: classic button boots (¥56,000) and straight tip boots (¥52,000).
  • TASAKI (Accessories)
    The store will collaborate with the well-known Japanese jewelry brand TASAKI SHINJU to create a necklace with 130cm in length (¥98,000), which can be arranged as a three-strand necklace, as well as single pearl and 0.04 carat diamond combination earrings and pierced earring (both ¥49,000).

GRAVITAS & GRACE store with traditional apparel for discerning men and women

Address: 8-5-4 Ginza, Chuo-ku, Tokyo
Store space: Approx. 264m² (two floors: both floors 132m²)
Business hours: 12:00 - 20:00 (11:00 - 19:00 Saturdays, Sundays, public holidays), with no fixed holidays

Brand Overview

Brand name GRAVITAS & GRACE * Signifies a sense of stateliness and elegance
Target Men and women mainly between the ages of 35 - 45
Concept "Tokyo tradition"
Provide a total array of apparel for mature men and women well-versed in tradition, from clothing to bags and fashion accessories that express elegance and modern esprit.
Main sales channel Department stores, fashion buildings, stand-alone stores
Items handled Apparel, Fashion accessories
Product ratio Men's:ladies' = 50:50;
30% Fashion accessories;
original:purchased = 50:50
Main items
price range for
spring/summer 2007
Main itemsPrice range
Suits ¥120,000 - ¥300,000
Jackets ¥60,000 - ¥220,000
Coats ¥60,000 - ¥140,000
Pants ¥10,000 - ¥70,000
Shirts ¥10,000 - ¥70,000
Knitwear ¥10,000 - ¥70,000
Cut and sewn ¥5,000 - ¥30,000
Fashion accessories ¥5,000 - ¥300,000
Main itemsPrice range
Jackets ¥50,000 - ¥100,000
Skirts ¥20,000 - ¥60,000
Pants ¥20,000 - ¥40,000
Dresses ¥25,000 - ¥280,000
Shirts ¥20,000 - ¥60,000
Knitwear ¥20,000 - ¥40,000
Cut and sewn ¥10,000 - ¥20,000
Fashion accessories ¥3,000 - ¥600,000

WORLD Copyrights © WORLD CO., LTD. All rights reserved.

Copyrights © WORLD CO., LTD. All rights reserved.