2025.09.16

Heisei Gyaru, Namie Amuro, and From Mother to Daughter: How ESPERANZA Keeps the Light of "Hope" Alive at Our Feet

#ESPERANZA

#Platform Shoes

#Y2K

#Gyaru Culture

#Shibuya 109

#Namie Amuro

*The text-to-speech feature is generated by AI,
so there may be errors in the reading.

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*The text-to-speech feature is generated by AI,
so there may be errors in the reading.

From 1995 to the early 2000s, the streets were taken over by "gyaru," celebrating their freedom of self-expression. Their ultimate accessory? The "platform shoe," the very symbol of the culture. In the midst of this craze, one shoe brand consistently captured the moment with positive, alluring designs: ESPERANZA. From the Heisei to the Reiwa era, its appeal has cut across generations and remains as timeless as ever.

So why does ESPERANZA continue to be so beloved? To explore the source of its charm and its vision for the future, we sat down with Kengo Fujiwara from public relations and Noka Maeda from the retail front lines. They shared the philosophy woven into the brand, from its founder's vision to how it connects with Gen Z.

The Vision of "Hope" at Your Feet: The Meaning Behind the Name ESPERANZA

For many, the name ESPERANZA instantly brings SHIBUYA109 to mind. The brand is that deeply intertwined with street culture, a true icon of Heisei gyaru footwear.