Does size matter? These compact Tokyo fashion boutiques don’t think so
Tiny shops in unlikely locations are helping innovative Tokyo retailers to stay ahead. We track down the compact outposts of Hereness and Graphpaper, which show us how it’s done.
Hereness
Kichijoji
From the trails of Mount Takao to the running loop around Komazawa Park, the sports apparel of Tokyo-based label Hereness has been a staple since 2020. The brand emerged when B Corp-certified company Artico decided to shift its focus from print media to products, building on two decades of experience working in the sports and outdoor-lifestyle sectors. “Our aim has always been to convey the fun of sports,” says marketing director Hayato Kamiya (pictured, right). “Our pinkish-orange logo is designed to feel like a burst of sunshine.”
Following the success of its first Tokyo shop in Bakuro-Yokoyama, the brand has now ventured west to Kichijoji for its latest retail opening. “Many of our customers are trail runners and hikers who live in Tachikawa and Takao or the mountains further west,” says Kamiya. “There’s a gentle pace to Kichijoji.” The shop’s bright interior is filled with the brand’s signature merino-wool T-shirts. “We place a high priority on comfort, the way that a garment feels on the skin,” adds Kamiya.
hereness.jp
Despite the brand’s editorial roots, Hereness doesn’t get caught up trying to tell the story behind each and every detail. Its Kichijoji shop has a simple, clean interior that lets products speak for themselves. For more curious customers, staff from its small team of sports enthusiasts are on hand to give direct insights.
Graphpaper Conservatory
Tomigaya
Graphpaper’s ambitions have always been daring. The brand opened its first Tokyo outpost in the Jingumae backstreets and, more recently, brought fashion, noodles and saké to an unexpected corner of Sangubashi. On the other side of Yoyogi Park from this outpost, Graphpaper Conservatory brings the brand’s staples to a street where you’ll also find barbers, bike shops and cafés. Taking cues from the shop’s previous tenant, a flower shop by Edenworks, Graphpaper Conservatory presents botanical-dyed pieces.
“I sensed that pairing clothing with plants would be interesting,” says Takayuki Minami, Graphpaper’s founder. “I also wanted to create a place that would explore ideas around the environment and craftsmanship.” In the space of barely 25 sq m, Graphpaper pieces, which include a new line of cotton and denim basics, fill racks that stretch along the length of the interior. Meanwhile, silhouettes from the main collection have been reproduced in natural materials and dyed using by-products from Edenworks’ flower business. Every item bears a label that highlights the manufacturers involved in its production.
graphpaper-tokyo.com
Even by the high standards of Tokyo’s retail scene, Graphpaper continues to make its mark with destination shops. Its outposts share a common language, while bringing something fresh to their neighbourhoods. Conservatory is no different, proving that small spaces provide fertile ground for experimentation.
