rooms September 2011 - Part 3

110913-0453 - rooms at Yoyogi Stadium, Shibuya, Tokyo

More impressions from our visit to rooms, Tokyo’s most popular fashion trade show

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During three hot September days, rooms was once again held at Tokyo’s Yoyogi Stadium, right between the two mecca’s of Tokyo fashion, the Harajuku-Aoyama area and Shibuya. Exhibitors showed their items for the 2012 season. Some of them were brand new to the fashion business, one of our favorites didn’t even have prices set yet.

See our first rooms review, and our second rooms review. Here are more items and brands from Japan that we especially liked:

uemulo munenoli

uemulo munenoli was recently launched by designer Munenori Uemuro. It is so new that his designs are not even available yet. But the beautifully cut blouses he showed us are impressive, and we hope they’ll be in stores soon. We also found these cool shoes.

110913-0410: uemulo munenoli

110913-0414: uemulo munenoli

TSURU by Mariko Oikawa

Designer Mariko Oikawa launched TSURU by Mariko Oikawa in 2003 with the intent to create beautiful shoes that no one has ever seen before. She combines beauty with playful elegance in her designs.

110913-0418: TSURU by Mariko Oikawa

110913-0415: TSURU by Mariko Oikawa

110913-0416: TSURU by Mariko Oikawa

110913-0417: TSURU by Mariko Oikawa

110914-1020: Mariko Oikawa

Designer Mariko Oikawa


This year, LIGHT CUBE launched their new brand LIGHT CUBE TEXTILE. Designers Haruna Hayashi and Junya Kimura showed a very colorful collection of bags with whimsical forms and tongue-in-cheek names.

110913-0430: LIGHT CUBE


110913-0431: LIGHT CUBE


110913-0432: LIGHT CUBE


110913-0433: LIGHT CUBE

110913-0435: LIGHT CUBE

Anzu shows the BOCO TOTE

Boko (凸) means convex, bulgy, outcurved, protuberant in Japanese
There are also HECO TOTES. Heko (凹) means concave, hollow, sunken

110913-0439: LIGHT CUBE

Designers Haruna Hayashi (right) and Junya Kimura

Sina yumiko arimoto

Designer Yumiko Arimoto of Sina yumiko arimoto looked a little bit lonely and lost at her booth at the very end of the huge hall (where she actually was close to the entrance because of the way traffic was lead through the show).

She admitted that she doesn’t like sales and just wants to design. And design she does beautifully. We really liked her collection of bags which are soft in color, form and texture. You just want to reach out and touch them.

110913-0440: Sina yumiko arimoto

110913-0444: Sina yumiko arimoto

110913-0441: Sina yumiko arimoto

110913-0442: Sina yumiko arimoto

110913-0451: Sina designer Yumiko Arimoto

Designer Yumiko Arimoto

Back to Nature

A display in between the first and second floors seemed to predict the end of humankind in a horrible armageddon with clothes reverting back to nature.



NEVERLAND is the brainchild of Designer Eily and Director Jammy. Jammy told me that she really disliked her uniform back in her schooldays and wanted to create something positive out of that bad feeling. The two have created the loveliest uniform-inspired clothing line you can imagine. I love their tag line: For everyone who has a judgment as a child.

110913-0463: NEVERLAND

110913-0465: NEVERLAND

110913-0466: NEVERLAND

110913-0468: NEVERLAND

110913-0470: NEVERLAND

Anzu checks out one of the hat designs of NEVERLAND

110913-0458: NEVERLAND

Director Jammy (right) and Designer Eily


Designer Shuko Mabuchi is another new face on the scene. She is actually still in the process of launching her brand EARTHROMP and was testing out the waters at rooms. We sure hope she succeeds; we love her imaginative designs.

110913-0472: EARTHROMP

110913-0473: EARTHROMP

110913-0474: EARTHROMP

110913-0475: EARTHROMP

110913-0486: EARTHROMP designer Shuko Mabuchi

Designer Shuko Mabuchi (right) and assistant, who just happens to be Mabuchi’s sister on the day we visited

Kjeld Duits About the Author

Inspired by the stunningly creative street fashion that exploded on the streets of Tokyo and Osaka in the late 1990’s, photo-journalist Kjeld Duits launched JAPANESE STREETS in 2002. This makes JS one of the first fashion blogs on the net, and the very first to cover Japanese street fashion.

Recent articles by Kjeld Duits:

Comment (日本語もOK)

KD, when I get to Japan, I’m going to stay immigrant there and work as your assitant! :D

Oct 11, 2011 (3921 days ago)

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