A showcase of accomplished domestic brands

The director of select shop "O," Mr. Taku Yoshida, hails from Fukushima Prefecture. After graduating from the Fashion Business Department at Kasei Gakuin College in 2004, he worked at a vintage clothing store and for the apparel brand "Or glory" before embarking on this venture at the age of 29.

"My theme is the intrinsic value of clothing – the 'value of wearing' – without being confined by genre. We focus on Japanese brands that pursue their own unique worlds, such as our original "O" line, emphasizing materials and craftsmanship. We aim to present fashion, interiors, and culture created by artists," says Mr. Yoshida.





The shop's interior design is intentionally minimalist, evoking the spirit of the Bauhaus. It also features furniture from Ishinomaki Laboratory, which collaborates on workshops with companies like Herman Miller.

"Through fashion, I want to broadly communicate not just lifestyles, but also the invisible values behind them, such as music and sensibilities," says Mr. Yoshida. We anticipate great things from his endeavors.

The brand lineup includes Japanese labels such as Cyderhouse, Discovered, Doll, Neon Sign, Nol, Rakuda Hat, and THE TEST, alongside T.K Garment. British brands like Long Clothing and the long-established stud item specialist Wendy are also featured.