Harajuku’s bustling Cat Street received a fresh-faced addition this season with Hole, the new flagship shop and creative playground for veteran Japanese brand I Am I.
Having delayed the opening due to the country’s natural disaster, this quaint boutique opened its doors with only a few small cracks in the paint. The all-white exterior is punctuated by a singular black arrow pointing to a small toy in the wall – an early indicator of Hole’s impish personality. Inside, customers will find a mix of colorful, playful yet grown-up Japanese brands all expressing the same theme - what I Am I designer Muranaka describes as “sweetness and sharpness, not just plain old ‘cute.’” The brand is also trying its hand at menswear for the first time this year with the goal of serving the primarily 20-something female patrons; the collection moves seamlessly (and conveniently) from his to her closet. -Daphne Mohajer
5-25-7 Jingumae, Shibuya-ku / 81 (0)3 3406 5658