Tokyo’s Coolest Boutique Is Hidden Behind a Love Hotel

TOKYO — Shinjuku red light district Kabukicho has not historically been at the crossroads of high fashion.
That reputation is now being tested. Located behind a love hotel is select shop The Four Eyed, which has set Charles Jeffrey, Y/Project and Martine Rose upon an area regarded for its swarm of hostess clubs and Yakuza enclaves.
Former Fruits magazine photographer Keisuke Fujita opened the boutique in 2016 with the aim to energize Tokyo’s fashion scene. Fujita and shop creative director Maiko Shibukawa hope to push the city’s aesthetic needle past its “stale” cutesy reputation and toward a new, thoughtful era.
“There are no places like this in the area — it’s kind of a weird location, but that’s what is good about it,” Shibukawa said. “We are really anti-kawaii [cute] style, we didn’t want to become one of the Harajuku stores. It’s one of our challenges — to change Tokyo’s mainstream fashion. It has always been about kawaii for the last 20 years of Tokyo fashion.”
Kabukicho’s cheap rents enable Shibukawa to select eclectic merchandise that is not particularly driven by sales. “I pick what I like,” she said. Shoppers can find a hodgepodge of vintage shoes, zines, Mauricio Stein sunglasses and Mimi Wade T-shirts

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