From Ano-chan to Nogizaka46: The Irresistible Allure of Koenji's Famous Vintage Shop "Fukamidori"

Known as a vintage paradise, Koenji is always buzzing with young people. Amid the many vintage shops of all genres lining the streets, one shop stands out with a unique vibe: Fukamidori.

Fukamidori has recently gone viral thanks to styling for Ano-chan’s photobook "Ano Arika," supplying outfits for music videos, appearances on Nogizaka46’s YouTube channel "Nogizaka Haishinchu," and the hit variety show "Aiseki Shokudou."

The shop is constantly packed with people carefully browsing vintage finds and seeking advice from the owner, Shogo (often stylized "shogo"). What is it about this place that attracts so many passionate fans?

This time, we had the chance to ask Shogo all about the shop’s special charm.

Too Unexpected!? How the Popular Shop "Fukamidori" Was Born

Shogo’s career is truly one-of-a-kind. After stints as an Italian chef, stylist’s assistant, sales rep, and VMD (Visual Merchandising Director), he finally found his path leading him to open the vintage shop Fukamidori.

So how did he end up opening a vintage shop?

"Originally, I was working in a factory. I saved up money and got my chef’s license, then became an Italian chef. After that, I worked as a stylist’s assistant, switched to a sales job, and then even worked as a VMD at a foreign apparel brand.

"It was around that time when the desire to open my own vintage shop began to grow stronger. But right then, I got hit by a taxi... (laughs)"

It’s a surprising story, but Shogo turned even this incident into something positive.

"I saw the accident as a 'twist of fate.' So I switched gears and headed to America for my first vintage buying trip."

Of course, having no experience with sourcing vintage meant it wasn’t all smooth sailing.

"At first, I went to the West Coast. But honestly, I wouldn’t recommend jumping in with zero knowledge like I did (laughs)."

After many twists and turns, Fukamidori finally opened 12 years ago. Tokyo has several neighborhoods known for their vintage shops, like Shimokitazawa and Harajuku. So, why choose Koenji?

"Koenji is known as a 'vintage town,' but I also love its laid-back vibe.

"Instead of bustling around in busy spots like Shimokitazawa or Harajuku, I wanted to run my shop in a more slow-living style. Koenji’s relaxed atmosphere really fits me."

With regulars ranging from artists to actors often sharing about the shop on social media or YouTube, there are many who discovered Fukamidori because of these recommendations.

Since it’s frequently featured in the media lately, some might assume it’s a new shop, but truth is, it’s long been a "hidden gem" among fashion-forward people.

"Since opening, I’ve really built things up step by step.

"It might be surprising, but we’ve never really gone viral on social media. I think Fukamidori’s strength is in steadily climbing the steps, one at a time."

Shogo’s Charms: Stylist & Heart Behind Everything at Fukamidori

When talking about Fukamidori, you can’t leave out its owner, Shogo. His deep expertise and gentle nature put even first-time visitors right at ease—that’s part of his magic.

Lots of people come to Fukamidori for the curated vintage clothes, but there are just as many who drop by just to see Shogo himself. Not only celebrities, but even middle and high schoolers come by to chat with him.

"Originally, I offered clothing rentals, and actors and musicians who love fashion started wearing vintage pieces from Fukamidori. Thanks to social media and word of mouth, the network just kept growing.

"It expanded like branches, and all sorts of new people began stopping in.

"It’s honestly such a joy when people say, ‘I want to buy clothes from a fashion-loving guy like Shogo.’"

Additionally, since he is also active as a stylist, many people seek his advice on outfits. He has provided wardrobe styling for Ano-chan's photo book "Ano Arika" and has styled many artists for films and magazines. However, it wasn't until after he started his vintage clothing store that he got into styling work.

"In my case, I didn’t become a stylist right after working as a stylist assistant. My start as a stylist came after I opened my shop.

"Around the time I started the store, someone from the Shochiku costume department visited. As I consulted and made proposals for costumes, I began to get more work from there."

As a stylist, Shogo bases his work around Fukamidori’s vintage pieces—styling everyone from actors and idols to rappers, regardless of genre. So what aspects does he focus on when it comes to wardrobe styling?

"It’s a lot about instinct, but I make sure to capture the vibe of the era and whether the person wearing the outfit actually likes it.

"I also pay attention to keeping the styling balanced—not falling into a rut. Each time, I put together outfits that reflect how I’m feeling in that moment."

Every day, Shogo receives requests for wardrobe styling from all directions, making for a very hectic schedule. It might be hard to imagine from his current success as owner and stylist, but he experienced tough times as a stylist assistant.

"Back then, it really was a tough world. But looking back now, all I feel is gratitude. I got to gain so many valuable experiences, and thanks to that, I’m who I am today."

The Unique Allure of Fukamidori: Where Being Genreless Hits the Mark

Fukamidori’s vintage offerings aren’t restricted by genre. There’s no division between women’s and men’s—the biggest appeal is that anyone can enjoy the clothes regardless of gender.

The selection is vast, with everything from Y2K trend pieces to tried-and-true brands like Nike and Ralph Lauren. You’ll also spot tops reminiscent of the once popular "onii-kei" style and gyaru-inspired slim-fit hoodies—items sure to evoke a sense of nostalgia.

Many people are drawn to the diverse selection of styles, but how exactly does he curate the lineup?

"It's more like picking out things I personally like, almost as if I’m sampling them.

"Rather than sticking to one genre, I try to blend whatever feels right at the moment. That’s why you’ll find UK pieces, American casual, even vintage that has a mori girl vibe. Lately, I’ve been incorporating more gyaru-like items, too.

"By keeping things genreless, the shop’s unique personality stands out, and I feel like it draws in a more diverse crowd.

"Because there’s such a range of styles, people can get inspired and imagine different ways to style what they already own—maybe that’s why they want to come in and see what could match their wardrobe."

Even on weekdays, Fukamidori is always bustling, and on weekends, the shop is packed. To allow more people to enjoy the store, there are plans for a Fukamidori second location in the future.

"With one more location, I think customers could enjoy shopping at a more relaxed pace without the crowd. I’ve been thinking about a second shop for a while now. I’m already looking for a space, but right now, there are so many people wanting to open shops that it’s really tough to find the right spot.

"Searching for a location while also running the current store isn’t easy... but I trust that when the timing is right, I’ll find that perfect place (laughs). Above all, I’ll continue to be grateful to all our customers and keep pushing forward every day."

From celebrities to students, people flock to the vintage shop Fukamidori every day. Whether you’re seriously hunting for your next favorite piece, or just stopping by to see Shogo, it’s bound to be a visit you’ll truly enjoy.