Building the "Sanctuary of Japanese Brands" in NY: Blue in Green

Situated on Green Street in Manhattan's Soho district is Blue in Green. Founded in 2006, the store has become known as a "sanctuary" for Japanese-made brands among New Yorkers.

Naoki Hamano, who has been the shop's buyer since 2020, brings his experience in Japanese apparel brands and personal taste to the epicenter of denim culture—the United States—where he shares Japanese craftsmanship with a global audience. We spoke with Hamano about why the store is so beloved locally, the unique shopping culture in America, and his own fashion philosophy.

Starting Out as a Shop for "Die-hard Denim Enthusiasts"

Step inside "Blue in Green" and you'll find tote bags from Tokyo's Nakameguro bookstore "COW BOOKS," Okayama denim, and a wide selection of Japanese-made goods. Japanese brands make up 80% of their inventory, attracting a diverse crowd of local customers each weekend.

The store opened its doors in 2006. It was one of the few places in America specializing in Japanese selvedge denim at the time. The owner, Fukushima, happened to find the current location by chance, and began importing jeans from Tokyo's Ameyoko district, reaching out directly to makers and steadily expanding the number of brands available.

Hamano joined the shop in 2013. In Japan, he worked at "NUMBER (N)INE," and was inspired to move to America after designer Takahiro Miyashita said, "New York is my favorite city in the world." Drawn in by the culture, Hamano came to the U.S. as a language student, and three years later, started working at Blue in Green.

"When I started at Blue in Green in 2013, most shoppers were a handful of hard-core 'denim heads,' and Japanese selvedge denim was still pretty niche and not widely known.

I’ve always loved denim—and clothes in general—and wanted to mix genres to enjoy fashion in my own way. So, little by little, I added items I liked to the selection. Still, since denim is at the core of the shop, we’ve stayed true to that character."

As he said, while the shop now carries everything from accessories to various goods, the biggest draws remain denim brands from Okayama like "KAPITAL" and "FULLCOUNT."

The women’s brand "11.11/eleven eleven" also had its first appearance at Blue in Green, even though the shop is mainly men's-focused. The store has also done collaborations with "orSlow" from Hyogo, and recently picked up "Creek Angler’s Device," the brand’s first entry into NY.

Prices range around $350–$400. While not inexpensive, these pieces tend to sell out before ever being discounted, thanks to their exceptional quality.

"The standard for our selection is this: 'When I look at a product, can I imagine how it would look on display in our shop, or how a customer would pick it up, try it on, or wear it?' If our lineup is the same every time, it gets stale, so we intentionally stock items from a wide range of genres, constantly encouraging customers to make new discoveries.

I think it's that sense of 'there’s always something new whenever I stop by' that keeps people coming back."

One of Blue in Green’s biggest appeals is the treasure-hunt feeling of sifting through a huge variety of unique products to find your favorites.

How Japanese & American Shoppers Choose Their Items, and Why It’s So Different

There’s a distinct difference between how Americans and Japanese people shop for clothing. According to Hamano, "In Japan, people tend to select products based on the brand name, but in America, people care more about the quality and fit when they pick something up than about its label."

The store always showcases over 50 brands at once, but sometimes brands that wouldn’t typically “coexist” in Japan are displayed side by side on the same shelf. This freedom to curate is, according to them, something uniquely possible “because it’s America.”

"In Japan, we often hear things like, 'If our brand has to be displayed alongside that one, we can’t participate.' But here, I can arrange things according to my own vision. I make sure to visit Japan directly two or three times a year to meet with our suppliers, and it’s through these visits that I build trust with them.

When they eventually say, 'If it’s Naoaki, we can entrust this to you,' it truly makes me happy."

Hamano’s strength lies in facing brands with sincere respect, not just focusing on sales. "Even if an item doesn’t sell, it’s not necessarily the brand’s fault—it just might not be the right fit for this place," he explains. He has committed to carrying every product he orders for at least three seasons.

Creating a Space of Resonance & Discovery—The Vision Behind Blue in Green

The appeal of Blue in Green goes far beyond its product lineup. From pop-up events for featured brands to moss ball workshops, meditation, and running sessions, the events held about one to three times a month are incredibly diverse.

"Especially now, as online shopping dominates, real-life community is more important than ever. An in-person space is a significant opportunity for people to discover the value of our products and the store itself. Having a place where customers can physically interact with the products and learn their stories strengthens our relationships."

Some brands have even become permanent fixtures in the store after being introduced through pop-up events. One such brand is Tokyo’s apparel brand "YAMMA," which creates clothing from natural fabrics like Aizu cotton, and in Japan, is known for its women’s line "YAMMA."

In New York, they launched the American-sized unisex brand "YAMMAMAN." Notably, actress Katie Holmes has been spotted in YAMMAMAN clothing, and star NBA player LeBron James has worn products made from the Aizu cotton crafted by this brand.

Hamano is now also taking on the curation for a sister store in Denver. At the end of our conversation, he reflected on "where he stands now as a buyer."

"About two or three years ago, I finally started to feel like I could do what I truly wanted. That’s why, lately, my work doesn’t really feel like work—it just comes naturally because it’s so much fun.

Ultimately, I believe fashion should be something you enjoy. It shouldn’t be about pleasing someone else; what matters is wearing something that excites you. If I can help lift people’s spirits through the clothes they wear, nothing would make me happier."

What’s behind Blue in Green’s popularity is Hamano’s discerning eye and the warm connections he nurtures through fashion. Whether it’s the products or the events, everything at the shop revolves around the spirit of "enjoyment," an approach that has truly resonated with New Yorkers. Hamano’s unwavering belief in the quality of Japanese craftsmanship, and his drive to bring it into people’s everyday lives, will no doubt continue to inspire many people in the future.