Keiko Onozuka - "The SECRETCLOSET"

A Wardrobe for the Stylish Adult Woman

The SECRETCLOSET: An Interview with Keiko Onose

Keiko Onose, fashion director for women's wear at United Arrows, opened her own shop in Gaienmae last autumn. The shop is named "The SECRETCLOSET." True to its name, the space offers a comfortable atmosphere where adult women can shop at their leisure.

Text by OPENERSPhoto by Jamandfix

An Ambiance Where Old and New Blend Naturally into Daily Life...

—It's a great location, just a little off the main street.

I had been talking with Miho Matsuura, the owner of the hair salon "Twiggy," about how it would be nice to do something together. Matsuura had this idea of total beauty, encompassing hair, makeup, and clothing, and the concrete idea of opening a shop came up about three or four years ago. Of course, I had also harbored a latent desire to run my own shop.

—So, "Twiggy" and "The SECRETCLOSET" are next to each other?

Yes. Matsuura has her own salon space and also works with cosmetic brands, and I admire her way of working. Seeing that inspired me to want to have my own base.

—It's very quiet here, almost like it's not Gaienmae.

Finding the right property was challenging, but I took my time searching for a place that felt a bit more mature than areas like Omotesando. When I lived in London, I loved the comfortable feeling of old and new things blending naturally into daily life. I wanted to express that atmosphere, so I kept the interior design as simple as possible, focusing on how to evoke a sense of age in this new building. All the furniture is custom-made.

—What is the age range of your customers?

Many of "Twiggy's" customers are stylish women in their 40s and 50s. The initial idea for this shop was to offer fashion to them.

—Women who have a discerning eye for fashion, in other words?

Precisely. While I think it's important for younger people to consider styling from the perspective of how they appear to others, for women in their 30s and 40s, feeling good themselves is paramount, along with appropriateness for the occasion. Such women are very sensitive to the quality of materials. A cashmere knit made with the finest yarn, when updated with a silhouette or details that have a touch of modernity, adds a new dimension to one's style.

Not a Lot, But the Best: For Women Who Seek Quality Without Compromise

—Given your profession, you see a lot of clothes and styling. What are your personal favorites?

Chanel is my eternal muse. I love their simple black and white collections from the 50s and 60s. I always find photos of Chanel herself, wearing those clothes with a sharp, sophisticated style, to be incredibly inspiring. Before joining United Arrows, on my first trip to New York, I visited the Chanel corner on the top floor of Barneys New York. It was a curated selection of only black and white, and it left a profound impression on me.

—What are your criteria for buying?

My sources of fashion inspiration are newspapers, magazines, books, the internet, fashion shows, exhibitions, art exhibitions, and also my network of acquaintances and friends. Observing people walking on the street is also a source. When buying, the first thing I pick up is whatever intuitively strikes me as "good." Next, it's what I would want to wear myself, and what would suit our customers. Then, I inquire about the price and adjust within the brand's offerings to make the final selection.

—What is it about something that makes you feel it's "good"?

It's difficult to articulate precisely, but perhaps it's whether I feel a certain energy from the item itself.
An energy that pioneers the next era. Ultimately, this can be about the perfection of the garment or a new concept, but it often comes down to the person creating it.

—You mean the designer?

When I speak with designers, I sense something from them.

For example, passion or conviction. Even brands that have grown large or famous designers today all started by working diligently, innovating from their first collection within constraints. Sales and recognition followed as a result.

—You also create original pieces at "The SECRETCLOSET," don't you?

Yes. While there's joy in buying collection brands with unique designs, I often find myself unable to find simple black knitwear to complement them.

We have to create our own originals, including knitwear that matches the season's skirt shapes, items of high quality, and pieces with a balance that suits Japanese women, all while considering the price point.

—Does that mean that coordination is fundamental to your way of thinking?

It's not just about fashion; it's about feeling good every day when you go to work, live your life, or meet people. That's what adult clothing should be. "The SECRETCLOSET" aims to be a space where one can indulge in a bit of self-indulgence and shop in a relaxed manner. I find it more fulfilling to shop in an environment where only the items I love are present, rather than having everything available. In the future, I want to focus on buying and creating original pieces that offer a more personalized proposal tailored to the tastes and preferences of our customers.

—Thank you very much.

The SECRETCLOSET

Address: 3-35-7-101 Jingumae, Shibuya-ku, Tokyo
Phone: 03-5414-2996
Hours: 12:00 - 20:00, Closed Tuesdays
Official Website: http://www.thesecretcloset-tokyo.com/