New concept stores in Tokyo for Japanese fashion

With an urban landscape that is constantly changing, shopping in Tokyo is never a dull experience. Here are just a few of the latest new concept stores from both local and international brands offering only-in-Tokyo collections of Japanese fashion and athletic shoes in unique locations that showcase Tokyo design.

Universal Music Store Harajuku

Situated in a premium location right on Harajuku’s famous Takeshita Street, the Universal Music Group opened its very first concept store in October 2023. Inside the chic black-walled and glass-paneled structure are four floors of apparel, merchandise, and the latest limited-edition collaboration products with different artists. There is even space available to host exclusive events for fans, product exhibitions and sales, and pop-up stores.
Notably, this facility is also home to RS No.9 Harajuku, the world’s second flagship store of UK rock band The Rolling Stones after the RS No.9 Carnaby shop on Carnaby Street, London. Items include both products available at the London store as well as original Japanese merchandise such as tenugui hand towels and key chains. Besides t-shirts and jackets featuring the group’s famous “Lips and Tongue” logo, visitors will find hats, canvas bags, and even copies of the Stones' new studio album "Hackney Diamonds," their first in 18 years.

Onitsuka Tiger Ginza Concept Store

Japanese fashion brand Onitsuka Tiger opened a new Ginza concept store in August 2023, adding to its popular outlets in Tokyo’s high-end shopping district. As the company’s first concept store in the world dedicated to its Yellow Collection, the three-story standalone building itself features a bold yellow exterior resembling a yellow box.
The collection inside consists of items which Onitsuka Tiger presented at Milan Fashion Week in February 2023. Bold yellow shelving and racks display the company’s stylish and practical shoes, as well as clothing for both men and women under the concept of "Urban Layering" – the idea of coordinating different layers of clothing that the company calls an essential element of Japanese culture.

T-House New Balance

One of the most fascinating aspects about Japan and Tokyo in particular is the eclectic mix of old and new, and New Balance's new concept store T-House New Balance is a very tangible example. The US-based global athletic brand houses some of its new releases and original products inside the walls of an authentic 122-year-old “kura,” or storehouse, carefully dismantled from Saitama’s Kawagoe City and reassembled with a new, modern approach in Tokyo’s Nihonbashi district.
A fusion of contemporary and traditional Japanese architecture, the store combines the distinctive wooden beams and door of the old storehouse with modern track lighting and rectangular displays to highlight both the company’s classic designs and special products. Besides original merchandise that is only available at this location such as ceramics or fragrances produced in collaboration with local craftsman, New Balance also showcases their latest technologies and concepts, including global collaborations and Tokyo Design Studio New Balance. In addition to serving as a store, T-House New Balance also functions as a gallery, providing a canvas for exhibitions and workshops held in collaboration with artists and creators.

Universal Music Store Harajuku

Onitsuka Tiger Ginza Concept Store

T-HOUSE New Balance

For up-to-date information on opening hours and further details please check the official websites.