Tokyo's Only "Grateful Dead" Specialty Shop: Experience the Charm at "Chi Chi's"

Even if you've never listened to their music, chances are you've heard the name "Grateful Dead" at least once. 

From T-shirts featuring the iconic skeleton design used on their album covers to the Dead Bear that took 2000 by storm, many have heard the band's name through the trend of their merchandise, even if unfamiliar with their music.

There's only one shop in Tokyo that specializes in Grateful Dead apparel. That is "CHI-CHI'S."

This time, we asked the owner of Chi Chi's, Takashi Sakamoto, to talk about the store's history and the charm of the Dead for the generations unfamiliar with the Grateful Dead. 

Opened in 1985, Chi Chi's is celebrating its 40th anniversary this year. It serves as a sort of holy ground for many Deadheads (enthusiastic Grateful Dead fans) from all over the world.

Currently located in Daitabashi, its eye-catching exterior features a distinctive bus sign, but it originally started in Harajuku.

"The first Chi Chi's store was on Takeshita Street. After we opened, the number of celebrity shops began to grow, and the street became more lively. Before that, it was mostly considered a back street to Omotesando, and there weren't many clothing stores."

At the time, even though Harajuku was gaining popularity thanks to the birth of BEAMS, Takeshita Street was still quite deserted. So, how did Chi Chi's come to be?

"Before opening the store, I met my wife while working at a vintage shop in Harajuku. Initially, we went to America with the idea of working there, but after returning to Japan in 1983, my wife and I started a flea market stall.

"There was a large plaza next to Omotesando where we sold various products, including vintage clothes. After about two years, we saved enough capital to open Chi Chi's in 1985."

Inside the store, rare posters and photos are on display, and the soothing tunes of Grateful Dead music fill the air. As soon as you step in, you can immerse yourself in the world of the Grateful Dead, but surprisingly, it wasn't initially operated as a specialty store.
 
"Initially, I didn’t have the mindset of running a specialty shop at all. Although Grateful Dead's music was always playing in the store, the items for sale were mostly things I personally liked.

"Before I knew it, customers started calling it a 'Dead specialty shop,' and naturally, I specialized in that direction.

"When the store first opened, I primarily wanted to have my own shop, so I stocked a variety of items such as vintage clothes and biker gear. My experience working at a vintage shop, along with my hobby of riding bikes, influenced the selection."

Chi Chi's is popular among Deadheads from both Japan and abroad. Surprisingly, John Mayer, upon hearing the buzz, suddenly visited the store one day.

John Mayer liked Chi Chi's original T-shirts so much that he later wore one with his band members at a Dead & Company live concert.
 
"If only he had told us he was coming in advance, we could have prepared more, but he just appeared out of the blue, which was quite a shock (laughs)."

Rediscovering Grateful Dead Apparel & the 2000s Dead Bear 

This year marks the 60th anniversary of the formation of the Grateful Dead, celebrated not only as a legendary band but also for their innovative marketing strategies.

Back then, they actively adopted practices that were considered taboo in live performances and artist activities, which led to their global popularity. They can be seen as pioneers of what we now call the "freemium" model—the free provision of services to a broad audience, encouraging transitions to more advanced paid services.

For instance, they permitted live recordings and the exchange of homemade tapes among fans. These Deadhead activities ultimately contributed to the expansion of their fan base. Even in the 1960s, their methods were already being recognized for establishing a basis similar to modern social media marketing.

Their approach was similarly reflected in apparel. At concert venues, it was a common sight to see Deadheads selling homemade Grateful Dead T-shirts.

"While it was illegal, nobody stopped them from selling coffee, food, and homemade T-shirts to fund their way to the next concert.

"If it had purely been for commercial purposes, there might have been opposition. However, sales at concert venues were generally tolerated, and as long as it was in a bartering form, it wasn't a problem. The 'exchange' just happened to involve money." 
 
The fan service provided by the Grateful Dead to their Deadheads is legendary, and hearing about the realities of that time is astonishing. 

While the activities of the Deadheads might be a concern in today's world, the Grateful Dead accepted them with a tolerant attitude, viewing them as a natural extension.

"The members had no sense of stardom. To them, Deadheads were friends, fellow partygoers to enjoy together.

"The Grateful Dead and the hippie worldview share a common core belief: 'Everyone is equal and having fun.' That's why, whether it was recording or sales at concert venues, if people were having fun, everything was okay."

Around the year 2000, in Japan, the Dancing Bear became popular among young people. 

This cheerful and lively bear became akin to a mascot character for the Grateful Dead, gaining popularity under the nickname "Dead Bear."

During that time, various Dead Bears from plush toys to T-shirts became trendy in Japan, but the base character had been around since the 1970s. 

"I'm not quite sure why the Dead Bear became so popular in Japan, but it originally emerged as one of the characters from the nickname of the Deadheads. It seemed even the band members recognized it.  

"In the 1970s, the character didn't have its current form, but gradually evolved into what we see today from the 1990s onward.

"The main manufacturer was likely a company operated by Deadheads, such as Liquid Blue. The Deadheads obtained permission from the band to start producing T-shirts and rare dolls, and from the 1990s, the range of products like keychains and stickers expanded significantly." 

The Grateful Dead's Charm Beyond Words 

As a final note, here's some advice for the next generation of fans beginning to listen to the Grateful Dead.

"Regardless of whether you're a beginner, it's recommended to start with albums considered to be staples. However, the official studio albums might feel different from the live performances, so you may not feel an immediate connection.

"Ultimately, the best way to experience the Dead's music is by listening to live recordings while enjoying a drink. Try to listen when you're in a good mood, eliminating any distractions. Evaluating based on the skill of the guitar or singing won't reveal the true sound they're attempting to convey. 

"By feeling the pleasant sound with your body, you'll likely be naturally drawn to their charm. When you're looking for feel-good music, the Grateful Dead's music is sure to resonate with your heart."

With Grateful Dead music that uplifts the mood and rare items displayed, Chi Chi's has earned a reputation as "Japan's most difficult store to enter," Sakamoto laughs, yet for a Dead novice like the writer, witnessing his thorough storytelling of the band's history offered a glimpse into the essence of a Deadhead.

For those interested in the Grateful Dead, it's a must-visit place. You'll likely be thrilled in the mini-theater-like Dead space.