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The wildly eclectic fashion sense of young Tokyoites continues to resonate with a fashion-forward demographic worldwide and has spawned an interesting cross-pollination between the local fashion scene and a number of influential shops. In the latter category falls WUT Berlin, or nowadays simply known under the abbreviated moniker WUT, an avant-garde boutique run by retail company H.P.FRANCE. Set up in 2006 in Harajuku’s maze of little alleyways, the store relocated to new premises in Shinjuku three years ago. Initially stocking German brands only, hence the reference to the German capital in its name, WUT‘s shelves are now laden with a myriad of edgy labels from other countries as well, all tightly curated by its prolific creative director and buyer Yann Le Goëc. Expanding its footprint, although temporarily, and adventurously raising its profile amidst top luxury brands along the way, WUT has launched a pop-up store at the newly opened Shibuya PARCO in Tokyo‘s popular Shibuya shopping district. Following a thorough redevelopment which took several months to complete, the shopping complex not only gained an entirely new multi-storey building, but also a new concept and additional floor space. The metamorphosis draws in thousands of shoppers on a daily bases and has become a fave destination for high-end fashion and lifestyle products. The WUT pop-up store, situated at The Window pop-up space on the ground floor, is demarcated on one side by floor-to-ceiling wooden panels adorned by tubular lights. Oozing a raw makeshift aesthetic, it’s paired with wimple wooden displays and sleek steel clothing racks. As said, the merchandise at the WUT pop-up store is carefully curated and includes niche brands such as Tata Christiane, Tsung Yu Chan, Bernhard Willhelm, Nastya Nekrasova, Shoushou and Typical Freaks (open through Jun 14).

Images © H.P.FRANCE
Photography: Yann Le Goëc

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