Shin Yoshiwara is a souvenir brand by Yayoi Okuno, who was born and raised in Yoshiwara. Okuno began the brand in 2014, delving into the history and culture of the district, which flourished as a pleasure quarter during the Edo period, reflecting its sophistication, allure, and humor in her products. In 2016, she opened her direct-managed store, "Yayoi Okuno Shoten," in Nishi-Asakusa.

Araoka Glasses, which operates Blinc Gaienmae, was founded in Kanda in April 1940 and is currently headquartered in Okachimachi. The two entities, both with ties to the old town, have collaborated to release the "I-Roku" (colored glasses cloth) starting January 5, 2018. The unusually long size (140x300mm) for a glasses cloth features elements of eyewear (glasses, eye charts) within Shin Yoshiwara's world. It's designed not only to clean and wipe away "colored glasses"—referring to sunglasses, preconceived notions, and prejudices—but is also suitable for maintaining smartphones, tablets, screens, and watches.

To celebrate the release, Shin Yoshiwara's pop-up event "Otsuya 2018" will be held at Blinc Gaienmae from January 5 (Fri) to 21 (Sun), 2018, featuring original Shin Yoshiwara items.