It’s no secret Tokyo’s fashion scene moves at the speed of light, fastidiously absorbing any noteworthy international trend, and while at it, adding an inimitable sense of style, colour, and last but not least, a daunting outspokenness that very often exudes western individuality. The city is awash with luxury monobrand flagships, and independent boutiques that cater to the majority of the city’s Sizeable Fashion crowd, but few share the niche focus of select shop Wut. Guided by the roving eye of its director and buyer Yann le Goec, these past few years the boutique emerged as a true treasure trove of cherry-picked small independent brands, creating a large fanbase with a penchant for quirky styles along the way. Its connectivity with underground culture and its protagonists both home and abroad, Wut has also earned a solid reputation far beyond the Japanese capital’s city limits by introducing new brands, staging fashion shows, and throwing many a fun party as well.
And now, after being located in the Harajuku Maze for almost a decade, the store has relocated across town to new premises at Lumine Est, a popular multi-storey shopping mall directly opposite Shinjuku Station. Here, the new Wut shop shares space with Destination Tokyo, another highly specialized retail format of the H.P.France Fashion Group.
The interior design boldly takes cues from its former cradle, featuring tiled up surfaces and furnishings, and as if to flaunt an evolution of sorts, walls clad in matching vertical planking. The all-white interior is offset by suspended and moveable clothing racks in a bright red hue. Fashionwise, Wut continues to be a trailblazer, stocking forward brands and introducing cool new names along the way. The current brand list includes labels such as Vladimir Karaleev, Bernhard Willhelm, Tigran Avetisyan, Xander Zhou, and old time fave Anntian, which as it happens, will throw a party at the new Wut location on sat – sep 2 [6pm-9pm] in celebration of its a/w 2017 collection, and of course, the store opening.
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