2025.06.22

Building the "Sanctuary of Japanese Brands" in NY: Blue in Green

#America

#New York

#select shop

#apparel

#Blue in Green

#BLUE IN GREEN

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Situated on Green Street in Manhattan's Soho district is Blue in Green. Founded in 2006, the store has become known as a "sanctuary" for Japanese-made brands among New Yorkers.

Naoki Hamano, who has been the shop's buyer since 2020, brings his experience in Japanese apparel brands and personal taste to the epicenter of denim culture—the United States—where he shares Japanese craftsmanship with a global audience. We spoke with Hamano about why the store is so beloved locally, the unique shopping culture in America, and his own fashion philosophy.

PROFILE

Naoki Hamano

Blue in Green Buyer

After graduating from Nihon University, Hamano worked at the Tokyo boutique "NUMBER (N)INE." After moving to New York, he joined Blue in Green in 2013, became store manager, and has worked as buyer since 2020. He is involved in everything from buying to organizing events.

Starting Out as a Shop for "Die-hard Denim Enthusiasts"

Step inside "Blue in Green" and you'll find tote bags from Tokyo's Nakameguro bookstore "COW BOOKS," Okayama denim, and a wide selection of Japanese-made goods. Japanese brands make up 80% of their inventory, attracting a diverse crowd of local customers each weekend.

The store opened its doors in 2006. It was one of the few places in America specializing in Japanese selvedge denim at the time. The owner, Fukushima, happened to find the current location by chance, and began importing jeans from Tokyo's Ameyoko district, reaching out directly to makers and steadily expanding the number of brands available.