Tokyo sock label +socks opens its first permanent shop, on Isetan Shinjuku's SEED floor
+socks, a Tokyo sock brand that has sold only through pop-ups and limited stints until now, has opened its first permanent shop-in-shop, taking space on Isetan Shinjuku's SEED floor for everyday-basics brands.
FMFS Corporation, the Tokyo company behind the sock brand +socks, opened its first permanent retail space on 2 September inside Isetan Shinjuku's main building, on the first floor's "Isetan SEED" section, according to the company's own announcement. +socks, launched in May 2021, had until now sold only through temporary pop-ups and short-term store stints, with no official online shop.
The shop carries women's socks in sizes 23–25cm priced from ¥3,300 to ¥4,180, including a ribbed design and a glitter-and-sheer style, the company said. Packaging draws on fukusa, the traditional cloth used to wrap gifts, with a hand-stitched red thread on each piece — a detail the brand frames under its "heart-lifting basics" concept.
SEED is Isetan Shinjuku's floor for accessible, everyday-price brands rather than the store's marquee designer names, and a first permanent placement there does real work for a brand that has so far relied on pop-ups: it trades the novelty of a temporary stall for the steady footfall — and the credibility — of a fixed address inside a flagship department store, at the cost of the buzz a limited-run pop-up can generate.