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Going to Zozotown

— Tokyo


Zozotown has over two million visitors to its virtual boulevard of shops, populated by the best international fashion brands. Monocle visits the firm’s HQ to witness the future of e-commerce.

Online fashion, Start Today Co, Yusaku Maezawa, retail

To see what’s hot in Japanese fashion, take a stroll along Zozotown’s main street. Among its 162 shops are United Arrows, Beams, Hysteric Glamour and X-Girl. The collection of brands and retailers rivals anything you’ll find in Tokyo’s Ginza or Omotesando districts –except that Zozotown isn’t a real place. It’s a virtual street on an e-commerce site whose following of customers in their twenties and thirties has made it the most popular online fashion portal in Japan.

Zozotown is part of Start Today Co’s digital empire, headed by 34-year-old fou…


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