SHIBUYA109's Shibuya flagship refreshes for autumn with ten tenant changes
SHIBUYA109 Entertainment is refreshing its Shibuya flagship with three new brands, five renewals and two pop-ups this September, including a Heisei-grunge streetwear label landing alongside the building's girlish and resort staples.
SHIBUYA109 Entertainment will refresh its Shibuya flagship for autumn with three new brand openings, five floor renewals and two pop-up shops, rolling out in stages from mid to late September, the company said in a release publicising the changes under the banner "Make My AUTUMN."
The three newcomers are TreatÜrself, built around a "self-reward" concept spanning several girlish styles; d.i.a., a vintage-denim-led edgy casual and sexy line; and BARCON, a luxury streetwear label the company traces to Heisei-era grunge.
Five existing tenants are renewing their space: LIZLISA and archives on the sixth floor, ROYALPARTY on the fifth, and Libby&Rose and San-aiResort in the basement. Two pop-ups round out the ten-store refresh — THECOLDESTMOMENT on the third floor, and Korean frozen-yogurt brand CaféYoajung at the basement-two food stand MOGMOG STAND.
That a Heisei-grunge streetwear label such as BARCON is now taking a floor alongside the girlish and resort brands that built SHIBUYA109's identity says something about how far the building's Gen Z customer base has broadened — the mix now reads less like a single youth-fashion trend than several running side by side.