WEGO is Harajuku’s answer to fast fashion. They offer youthful street styles at really low prices. Although the fashions here are within anyone’s reach, WEGO hasn’t sacrificed on quality, earning it legions of fans from all style tribes. Clothes here are frequently featured in FRUiTS, a Japanese street-style magazine that mostly covers the looks of today’s Harajuku youth. There are multiple locations throughout the city, but the one on Takeshita-dori in Harajuku and the one in Omotesando are the biggest and most popular. WEGO also carries a limited selection of clothing in their online shop.
As a gyaru fashion brand, Mercury Duo is classified as Otona Kawaii, which literally means ‘adult cute.’ This is a popular look among young women. Otona Kawaii fashion is also known as Sweet-kei (Sweet-style) because these looks feature in the best-selling Sweet magazine. You’l find Mercury Duo scattered around Tokyo in malls and train stations, and some of their clothing is available at the Venus Fort outlet in Odaiba. Alternatively, overseas shoppers can buy their clothes at the Runway Webstore with a little help from the Tenso shopping service. If you like Mercury Duo’s style, try other well-known Otona Kawaii brands like Snidel and Dazzlin.
Haight & Ashbury
Haight & Ashbury is a secondhand clothing store located in Shimokitazawa, a neighborhood known for its vintage and pre-loved fashion. This particular fashion shop specializes in clothes from Europe and America during the 19th and 20th centuries. Haight & Ashbury has been in business for over twenty years, and it’s known as one of the city’s best. New items arrive daily. The clothes are expensive, as good vintage ought to be, but here you’ll find pieces you can’t get anywhere else.
DaTuRa features sweet, feminine looks that are a grown-up version of Agejo, known as Ane Agejo. Agejo is the classic gyaru style that was worn by cabaret hostesses (kyabajo) in the 1990s and early 2000s during the birth of modern gyaru style, and ane means sister. DaTuRa and other Ane Agejo looks are featured in the bi-monthly Ane Ageha magazine. The clothes really stand out with bold, girly patterns, lace cutouts, and lots of faux-pearls and crystals stitched right in. Fans of this style will also like Delyle Noir, and the two brands can both be found in Shibuya 109 as well as online at Blanc Closet.
No trip to Tokyo is complete without a trip to Don Quijote, an enormous discount store that stocks everything from clothing and costumes to electronics and food – all at rock bottom prices. Shoppers probably wouldn’t want to buy a complete outfit from the store affectionately known as Donki for short, but for funky socks, accessories and sleepwear, Don Quijote is the solution. The store offers tax-free shopping for tourists who spend more than 5,000 yen. Show your passport at the counter to claim your discount.
Another bold style trend is the Onee Gyaru, or older sister style. These looks are similar to Otona Kawaii, but are more feminine and feature heavier makeup and sexier clothing styles. It’s seen as the style to which Ane Agejo girls migrate as they get older. Emiria Wiz is an example of these grown-up looks. The brand was created by hostess Emiri Aizawa. They feature pretty, feminine patterns and soft colors. The clothes are more structured, and shiny baubles and bling are not sewn onto the clothes like Agejo styles, but they can be additions to accessories like shoes, bags, and hats. In this way, the Onee gal can show off her glamorous side while still appearing mature and grown-up. Emiria Wiz has one downtown location.