Joor Launches Second Edition of Japanese Fashion Event ‘Showcase Japan’ In Partnership With Jetro

Digital event will feature the SS22 collections of 30 Japanese designer fashion brands

New York, August 31, 2021 - JOOR, the world’s leading digital wholesale platform, announces the second edition of ‘Showcase Japan’, a virtual fashion event created in partnership with the Japan External Trade Organisation (JETRO).

Hosted on JOOR Passport from August 23 to October 22, the ‘Showcase Japan’ event provides a platform to raise global visibility of 30 of the most directional and contemporary Japanese fashion brands for the SS22 selling season.

International fashion buyers will be able to shop across a broad range of categories including sustainability, diversity, Japanese craftsmanship, and more. While featuring womenswear, menswear, and accessories, the SS22 edition of ‘Showcase Japan’ will place an emphasis on its womenswear brands with the next edition in January focusing on men’s fashion.

JOOR Passport’s first edition of ‘Showcase Japan’ for the AW21 selling season drew 10,300 retailers from almost 60 countries around the world. JOOR CEO Kristin Savilia explained, “Given the tremendous success of the first show, JETRO has scheduled two more editions, one launching in August 2021 and another in January 2022. Significantly, all orders from the first event came from outside of Japan, achieving our mutual goal of broadening global reach and distribution for this outstanding group of Japanese brands.”

JOOR Passport has revolutionized the wholesale buying process by creating a centralized destination where buyers from around the world can access and shop leading global fashion weeks and trade show events. Even as physical events start to resume, the fashion industry has recognized the necessity of maintaining a virtual component, and JOOR is there to support both virtual selling via the company’s desktop platform as well as in-person selling via JOOR’s mobile apps and personalized QR codes.

Since its launch in 2020, JOOR Passport has hosted 40 global events, attracting more than 262,000 visitors from 149 countries, creating fashion's largest curated global marketplace where brands and buyers have a single centralized place to meet. From the brand side, over 3,600 brands have participated in a JOOR Passport event, with more than 810,000 items sold.

This SS22 season, alongside ‘Showcase Japan’, the JOOR Passport platform will be powering 14 global fashion events.  These include London Fashion Week, Copenhagen International Fashion Fair (CIFF), Premium + SEEK, Cabana, RAISEfashion, Taiwan Fashion Week and Fashion Week Istanbul, as well as JOOR Marketplace events such as JOOR Showcase, Destination Italy, and The Accessories Collective that provide access to a curated assortment of exclusive brands 365 days a year.


Complete JETRO SS22 exhibitor list

EVOLG; Suzusan; andé; F.F.G.; IKIJI; ARTOLETTA; Cotch; Heralbony; ADAWAS; RED CARD; upper hights; shinyaseki; Vlas Blomme; KUSKA; blurhms; RE SYU RYU; ne Quittez pas; Barairo no Boushi; Shibaful; BLUESAKURA; COOHEM; KIJIMA TAKAYUKI; MACOOL; yahae; WABI; Graphpaper; PIENI; sisii; leur logette; PAMEO POSE; LIQUEM.

Participating Womenswear Brands for SS22 Include:


Established in 2010, Coohem is the in-house brand of manufacturer, YONETOMI SENI CO. LTD., a knitwear specialist based in Yamagata and founded in 1952.  Coohem has become well-known for its knitwear embodying its unique techniques and forward looking vision.


Global in its outlook and inspired by traveling around the world, ADAWAS incorporates the world's finest materials to create the vision of this brand. Experimental combinations mixing different fibres create unique and wearable pieces for contemporary life.


The Pameo Pose brand was founded in 2013 as an online boutique with the concept of "a store where you can enjoy fashion as an individual who transcends all boundaries”. The creative director and designer is PELI, a graduate of the Bunka Fashion College and also a DJ. Her signature romantic, girly, and directional collections have gained wide support from trendsetters regardless of gender. Recent collaborations include MARY QUANT × PAMEO POSE.


In Japanese “Aida” means "Balance". This concept forms the DNA of the RE SYU RYU brand and is expressed through a uniquely Japanese aesthetic sense known as Iki. Beautiful pieces that are neither too straight nor too curved, neither too long nor too short, neither too raffish nor too somber, form the foundations of this womenswear brand specialising in stunning separates.


A new concept denim brand from Tokyo, RED CARD is based on the principles of founder Yuji Honzawa's 3 Fs: fabric, fit, finish. RED CARD offers the utmost precision by each individual artisan engaged in its production process. Made in Japan, RED CARD uses the highest quality Supima cotton manufactured by UJYO Bussan and YKK snap fasteners for buttons and rivets.

You can find delicate Japanese craftsmanship in all aspects of RED CARD’s denim, from the wash to the whiskers and detailing, creating a unique vintage look and feel.

About JOOR 

JOOR is the world’s leading wholesale management platform, with over $1.5Bn in wholesale transactions processed every month. More than 12,900 brands and over 340,000 curated fashion retailers across 147 countries connect on the platform every day. With a commitment to fueling the advancement and growth of both brands and retailers, JOOR provides a digital ecosystem that combines dynamic virtual showrooms with collaborative tools including JOOR Passport, which centralizes the trade show experience across multiple global fashion events. JOOR users have greater flexibility, visibility, performance and insights into their business. JOOR is the exclusive platform for leading luxury conglomerates including LVMH, Kering and Richemont, as well as brands such as Balenciaga, Valentino and Saint Laurent. JOOR has exclusive partnerships with 30+ leading global retailers using the JOOR Retail Partner platform including: Harrod’s, Neiman Marcus, Harvey Nichols, Printemps, Bergdorf Goodman, Shopbop,, Revolve, FWD, Liberty London, Dover Street Market and Intermix. JOOR is headquartered in New York City and has offices in Los Angeles, Philadelphia, Paris, London, Milan, Madrid, Berlin, Melbourne, Tokyo and Shanghai. For more information visit: -


JETRO, or the Japan External Trade Organisation, is a government-related organisation that works to promote mutual trade and investment between Japan and the rest of the world. Originally established in 1958 to promote Japanese exports abroad, JETRO's core focus in the 21st century has shifted toward promoting foreign direct investment into Japan and helping small to medium size Japanese firms maximise their global export potential.