The Reason Behind the Transformation of Shinjuku Okadaya Main Store, the "Handicraft Theme Park" with 97 Years of History

The Shinjuku Okadaya Main Store held its grand reopening this March. Thanks to its convenient location, even those without a particular interest in handicrafts may have visited at least once.

Beloved by handicraft enthusiasts, fashion students, cosplayers, stylists, and countless makers over the years, Okadaya has walked a story-filled path.

So, what is different now about the newly transformed Shinjuku Main Store after its grand reopening? This time, we spoke with Kazusa Saito from Okadaya Co., Ltd.'s Sales Promotion Group and Madoka Suzuki, who is in charge of stage costume and specialty fabrics.

Founded in 1927 (Showa 2): The Birth of Comprehensive Apparel Material Store Okadaya

Shinjuku Okadaya Main Store is located on the street level of More 2nd Street, near where Shinjuku Alta once stood. Year-round, the store draws crowds searching for crafting materials—but how did Okadaya establish itself as a comprehensive apparel supplies shop?

"From what I've heard, it started out as a store specializing in men’s suit buttons.

"Back then, men's suits were all made-to-order, so Okadaya offered not just buttons, but linings, needles, threads—every kind of sewing tool you could need. Customers from all across Japan used to visit.

"Gradually, the range of items expanded, and in time, it grew into the all-encompassing apparel materials store it is today, offering a huge variety of handicraft supplies,” explains Saito.

Before the grand reopening, the main store was split into two sections: the annex and the main building.

The annex, known as the "Fashion Hall," carried items like yarn and beads, while the main building, the "Fabric Hall," specialized in fabrics. Inside, fabrics lined the shelves from floor to ceiling, creating a space where you could easily lose track of time picking out your favorites.

"Now, everything is in a single building: fabrics, yarn, and all other fashion accessories are all in one place—the annex operation has ended.

"Before, all the fabric was in the main building alone, which felt like a vertical layout. Now, with two floors spread out horizontally, it’s much easier to search for materials,” says Suzuki.

If you’ve ever stopped by the main store, the sheer scale and variety of available materials no doubt made an impression. Among the stock are materials long since discontinued elsewhere, so many visitors look forward to treasure-hunting for those "might-not-see-again" finds—one of Okadaya’s most exciting appeals.

"At the main store, we have around 25,000 types of fabric alone.

"With jacquard fabric, many customers choose their favorite pattern first, then decide on a color, so we organize by pattern. Satin, on the other hand, tends to be chosen by gradient of color, so we organize it to make it easier for customers to browse for what they're after.

"Another thing about fabric is how quickly product cycles turn over, with new stock coming in and discontinued items going out all the time.

"The merchandise lineup also changes every season, and sometimes something suddenly gets discontinued. For rare, imported fabrics, they’re often only brought in as limited quantities—so the exact product numbers fluctuate quite a lot," adds Suzuki.

Speaking of the annex, Okadaya’s iconic showcase window displays are not to be missed either. Many people looked forward to the new arrangements each month.

"The showcase displays were handled by cosplayers, artists, and also by employees.

"Usually, displays rotated monthly, though sometimes they switched every two weeks, depending on the season. For example, we’d create displays inspired by seasonal themes or feature works by talented cosplayers with outstanding crafting skills. The content was always changing.

"For Halloween, I’d create my own pieces to participate in the display. At Okadaya, it’s common for employees to craft reference samples as well," Suzuki shares.

What Changed in the Grand Reopening that Expanded Creative Possibilities?

The newly reopened Shinjuku Okadaya Main Store consolidates the entire product range that was once split between the former Fabric Hall and Fashion Hall, now all under one roof, spanning five floors of the new building. Thanks to the new, wider, horizontal layout, it’s now much easier to hunt for products than it was in the tall, vertical structure before.

Additionally, starting in April, beginner-friendly workshops and events are being held, making the store even more dynamic.

Saito says, "The workshops featuring knitting artists as guest instructors were so popular that they filled up almost immediately after reservations opened. Going forward, we are planning a variety of workshops, ranging from knitting to cosplay crafting."

There are also high expectations for the upcoming "Rental Workshop" that will be opening in the same space.

"The Rental Workshop is a time-based workspace where people can use sewing machines and pattern-making tables. For instance, if you only need to create a pattern, we have large worktables available, while for sewing projects we offer both overlock and professional sewing machines. Our goal is to create a space that helps creative tasks go smoothly," explains Saito.

With the recent knitting boom, there's a noticeable trend of customers wanting to enjoy everything from choosing materials to creating their own projects, and Saito mentions that the yarn section is drawing attention because of this.

"The yarn area is bustling every day.

"Knitting used to be seen as 'a grandma's hobby,' but we've been genuinely surprised by the current knitting craze. Chunky knits have been trending for the past three or four years, and the fact that this boom is still going strong is fascinating.

"At Okadaya, we carry a huge variety of yarns, so it's easy to get inspired for new projects. We also stock many unique yarns that other shops don’t carry, so there's a real sense of fun in choosing materials."

Continuing to Stand with Customers as a Comprehensive Fashion Materials Store

In addition to its unrivaled product lineup, Okadaya never overlooks thoughtful service for creators and customers. This is reflected in offerings such as free recipe handouts and the display of sample works.

Suzuki shares, "We also provide lists of the free recipes available to customers in each department.

"For instance, on the 10th floor, we offer patterns for items like gloves or frilly pieces reminiscent of medieval aristocrats, which you can take home free of charge along with your fabric purchase—and many customers are eager to take on these projects.

"It’s not uncommon for customers to return, inspired to try making new items after their first project. There are often common stumbling blocks during the creative process, so we have gradually expanded our recipe collection in response to that feedback."

Often described as a "handicraft theme park," Okadaya is also a place of discovery where you can find a new side of yourself. Its appeal is clear even in its wide selection of specialty fabrics.

In recent years, cosplay culture has taken root widely, but Okadaya started offering specialty fabrics for cosplayers’ costumes as early as 20 years ago. The store has also actively displayed magazines as reference materials and sample pieces, making creative suggestions at the store.

"The fabrics used for cosplay costumes are often unique and hard to find at regular craft stores, which I think sparked interest through word of mouth. We also collaborated with magazines, which helped raise awareness.

"At first, Okadaya wasn’t specifically focused on cosplay culture—we mainly stocked specialty fabrics for stage costumes.

"Many specialty fabrics are very striking, and they’ve long been popular among dancers and idols for stage outfits," says Saito.

Okadaya has built its legacy in step with customers, thanks to its industry-leading product variety. This customer-first approach is sure to remain unchanged.

"Since the grand opening, I think it’s become much easier to find the fabric you need. If you’ve never visited Shinjuku Okadaya Main Store, please stop by—we’d love to help with your creative projects," says Saito.

After its grand reopening, Shinjuku Okadaya Main Store is more vibrant than ever. Students, professionals, and hobbyist creators alike all rely on this spot—not just for its incredible inventory, but for its ongoing focus on the perspectives and needs of customers.

And with shelves lined with endless craft supplies, it’s a space that sparks curiosity and unleashes creativity. If you’re looking to discover something new for your next creation, Shinjuku Okadaya Main Store should be your very first stop—you’re sure to find unique materials that can’t be found anywhere else.