2024.07.24

How "Shimokitazawa" Became the Mecca of Vintage Clothing: Insights from the Owner of Toyo Department Store

#Vintage Clothing

#Shimokitazawa

#Shimokita

#Culture

#History

#Toyo Department Store

#Vintage

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Shimokitazawa, located in Setagaya, Tokyo, buzzes with fashion-loving Generation Z and inbound tourists walking the streets behind the station. This area, home to about 200 vintage clothing stores, is known as Japan's leading "Mecca of Vintage Clothing."

Shimokitazawa offers a stark contrast to places like Omotesando and Daikanyama, which are only a 10-20 minute train ride away via Shibuya. While lacking flagships of high-end brands, its buildings exude a charmingly worn-out feel. Yet, the freedom of fashion is undeniably abundant.

We spoke with Katsunori Koshimizu, President of Toyo Kogyo and Vice Chairman of the Shimokita Shotengai Shinko Kumiai, to discuss the unique development of this one-of-a-kind neighborhood and its future.

PROFILE

Katsunori Koshimizu

Toyo Kogyo Co., Ltd. President and CEO
Shimokita Shotengai Shinko Kumiai Vice Chairman, Town Development Committee Chairman

Toyo Department Store: Leading Shimokitazawa's Vintage Culture

Born and raised in Shimokitazawa, Koshimizu is now at the forefront of its development as both the head of local real estate management company "Toyo Kogyo" and Vice Chairman of the Shimokita Shotengai Shinko Kumiai.

The "Toyo Department Store," operated by Toyo Kogyo, is indispensable when discussing Japan’s vintage clothing culture.

Located in a back alley just off Shimokitazawa Station’s north exit, this building houses around 20 stores on one floor, offering items you won’t find elsewhere. Koshimizu opened Toyo Department Store in 2004.

"Various types of shops are tenants at Toyo Department Store, but the essential condition is that they deal in ‘one-of-a-kind,’ ‘handmade,’ or ‘original merchandise.’"

Toyo Kogyo built this facility on the site of a former parking lot they managed. Inside the dimly lit entrance, you’ll find a handmade watch store, shops that rent out small booths to artists for consignment sales, and vintage clothing stores offering "one-of-a-kind" items. Many fashion industry professionals launched their careers here. In the past 20 years, Toyo Department Store has come to symbolize Shimokitazawa’s culture.

"We wanted young people with little money to be able to open stores at low costs. Even if they weren’t fully prepared, we aimed to gather passionate individuals. Shimokitazawa itself started as a 'black market.'"