GUM LAUNCH EVENT AT AOYAMA, JAPAN

Ahead of the official release of the GUM COLLECTION, an exclusive launch event was hosted at the both Aoyama Flagship Store.

Welcoming key figures from across the fashion and creative scene, the event invited guests to explore and try on the new silhouettes firsthand—experiencing both's latest expression of rubber craftsmanship and evolving brand identity.

Explore the GUM Collection

Shoemaker Vukotić Dragan, who leads footwear development at both, also made a special appearance at the event. Using actual footwear samples, he shared the story behind GUM's creation, detailing the materials, structural engineering, and meticulous craftsmanship behind the line.

Accompanied by a live performance by YAMATO, a unique atmosphere filled the store, creating an unforgettable night to celebrate the launch of the GUM COLLECTION.

Special thanks to Ren Okada, Claude Morgan, Yako, and everyone who attended the event.

Vukotić Dragan
DJ Yamato
DJ Yamato
DJ Yamato
岡田蓮
岡田蓮
Claude Morgan
Claude Morgan
Yako Tsukiyomi
Yako Tsukiyomi
Kanta Kimura
Kanta Kimura
REYLA
REYLA
YGCA
YGCA
大木遥翔
大木遥翔
八幡晴人
八幡晴人

GUM COLLECTION RELEASE INFO

Aoyama Flagship Store
Saturday, August 29 — 11:00 AM JST (Pre-Launch)

both Official Online Store
Sunday, August 30 — 11:00 AM JST

Explore the GUM Collection

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FAQ － Frequently Asked Questions

When and where can I purchase the GUM COLLECTION?

Aoyama Flagship Store (Pre-Launch): Saturday, August 29, 2026

both Online Store (General Release): Sunday, August 30, 2026 at 11:00 AM JST

Aoyama Flagship Store (Pre-Launch): Saturday, August 29, 2026

both Online Store (General Release): Sunday, August 30, 2026 at 11:00 AM JST

Who attended the GUM launch event in Aoyama?

The event featured both's footwear developer Vukotić Dragan, a live performance by YAMATO, and special guests including Ren Okada, Claude Morgan, Yako, and leading creatives from Tokyo's fashion scene.

The event featured both's footwear developer Vukotić Dragan, a live performance by YAMATO, and special guests including Ren Okada, Claude Morgan, Yako, and leading creatives from Tokyo's fashion scene.

What makes the development and craftsmanship of the GUM COLLECTION unique?

GUM explores new expressions of natural rubber. Developed under expert craftsmanship, it focuses on innovative structural design, material exploration, and a balance of lightness and durability without relying on heavy logos.

GUM explores new expressions of natural rubber. Developed under expert craftsmanship, it focuses on innovative structural design, material exploration, and a balance of lightness and durability without relying on heavy logos.

How does the GUM collection differ from the iconic GAO series?

While the GAO series is known for its structured, geometric lines, the GUM collection transitions into a fluid, organic silhouette. We recommend choosing your standard size in both footwear.

While the GAO series is known for its structured, geometric lines, the GUM collection transitions into a fluid, organic silhouette. We recommend choosing your standard size in both footwear.

Where is the Aoyama Flagship Store located?

Address: 1F, 3-9-1 Kita-Aoyama, Minato-ku, Tokyo (1-min walk from Omotesando Station)

Address: 1F, 3-9-1 Kita-Aoyama, Minato-ku, Tokyo (1-min walk from Omotesando Station)