Korean sock brand I Hate Monday returns to Japan for a fourth season at a Daikanyama Tsutaya pop-up
I Hate Monday, the Seoul sock brand that entered Japan in July 2025, is running its fourth seasonal pop-up here in little over a year -- at Daikanyama Tsutaya Books from October 20 -- a sign that Korean fashion-accessory brands are starting to treat Japan's bookstore and department-store retail space as a recurring stop, not a one-off landing.
Beyoncool Co., Ltd., which runs the Korean sock brand I Hate Monday in Japan through its CAViAR PRODUCTS operation, said it will open a pop-up shop at Daikanyama Tsutaya Books from October 20 to November 10, timed to the release of the brand's 2026 autumn/winter collection. The pop-up is the brand's fourth in Japan since it entered the market in July 2025 with its spring/summer 2025 line, following a pop-up at Isetan Shinjuku in September, the company said.
I Hate Monday, founded in Seoul in 2011, is selling its new-season designed and functional socks -- including Non-Pressure, Trail and IHM Active lines, priced from ¥1,980 to ¥2,640 -- alongside winter accessories such as beanies, gloves, a scarf and a cap, priced ¥5,500 to ¥6,600, at the pop-up. A limited two-pack of kids' socks, in kids' and baby sizing, sells for ¥1,100 while stock lasts, exclusive to the pop-up. The collection is also available through CAViAR PRODUCTS and the brand's nationwide stockists, the company said.
Four pop-ups in five seasons is a frequency that only makes sense if I Hate Monday is building repeat footfall rather than testing the market once. Moving from Isetan Shinjuku, a department store, to Daikanyama Tsutaya Books, a bookstore-led retail space, between two consecutive pop-ups also suggests the brand -- or Beyoncool, the operator running it here -- is treating a spread of Tokyo retail formats as interchangeable venues for the same seasonal rhythm, rather than betting on one channel.