Miharayasuhiro Opens “idea by SOSU” Shop at Omotesando Hills | idea by SOSU

idea by SOSU

Opens at Omotesando Hills

A Shop for Relaxation and Discovery: "idea by SOSU"

Mihara Yasuhiro has renewed and reopened his shop, previously known as "idea by SOSU" in Jingumae, Tokyo, as "idea by SOSU" at Omotesando Hills in March. Based on the unique know-how gained from its previous appointment-only operation, this article delves into the ideal form of a shop that the establishment has arrived at.

Text by Morito IWANAGA (OPENERS)

Delivering a Condensed Worldview to More People

"idea by SOSU," launched in 2005, made a splash in the fashion industry as an appointment-only shop. It curated brands from various countries, not widely available in Japan, with a unique perspective. At the store, buyers who had sourced the items could meticulously introduce their charms to each customer, allowing them to enjoy their shopping experience.

This March, "idea by SOSU" relocated and reopened within Omotesando Hills as "idea by SOSU." It has transitioned from an appointment-only system to regular business hours from 11:00 to 21:00 (until 20:00 on Sundays).

The staff operating the shop explains, "This change is because we have established a foundation to allow more people to experience the meticulous approach to each customer that we cultivated at the former idea by SOSU."

There have also been developments in the brands handled. While retaining popular lines, the women's collection now includes highly anticipated, fresh brands such as "AKANE UTSUNOMIYA," known for its hit one-piece dresses and knitwear with original pattern work, and "VETEMENTS," launched by a design team with experience at "Maison Martin Margiela."

In line with its Omotesando Hills location, lifestyle-related items such as room fragrances and organic cosmetics have also been expanded. The now more open "idea by SOSU" actively hosts events, including pop-up stores. Within these, opportunities such as designer visits are created to allow a deeper understanding of brands whose lineups are unique to this shop, offering visitors experiences and discoveries not found elsewhere.

idea by SOSU
Omotesando Hills Main Building 2F, 4-12-10 Jingumae, Shibuya-ku, Tokyo
Tel. 03-3478-3480
Business Hours | 11:00–21:00 (Sundays until 20:00)

＜WOMEN’S＞
AKANE UTSUNOMIYA, EDWARD EDWARD, LAB.617, MARQUES ALMEIDA, MAISON MICHEL, MAME, MUGLER, PHOEBE ENGLISH, SELF PORTRAIT, SOPHIA WEBSTER, VETEMENTS

＜MEN’S＞
BALMAIN, BED J.W. FORD, BLK DNM, CLOTHSURGEON, DIEGO VANASSIBARA, HAIDER ACKERMANN, JUUN.J × ADIDAS, KEARNY, KRIS VAN ASSCHE, LANVIN, PUBLIC SCHOOL, RICK OWENS

＜Lifestyle＞
SHIGETA, TWIGGY

＜Accessary＞
Présenté par va-tout, BERNARD DELETTREZ, GOOSSENSE, Pistil