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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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