tokyo: son of the cheese store opening

© son of the cheese

in the land of the rising sun things are often not what they seem. a stiff hierarchy and strict social codes pretty much rule all aspects of life, but there's a wildly evocative domain – or should we rather say refuge? – where especially young japanese happily escape to whenever they can: retail. it's in tokyo where we continue to see some of the most interesting new shops emerge. whether infused with millions of yen or modestly conceptualized around a specific product. founded by veteran skater kaito yamamotoson of the cheese started out as a hangout for kindred spirits in the heart of daikanyama and quickly became an epicenter of the lifestyle culture that surrounds it. this popular hub has recently relocated to a new location, offering an enhanced setting and services.

son of the cheese has cleverly banked on its innate street cred to become a proper brand, and the quirky new digs fully contribute to this new stature. the venue is similarly hybrid, encompassing a retail space, a bar + lounge, and very soon also a sandwich counter. its aesthetic is anything but polished yet by all means homey, using the building's original details to its full potential. the walls, ceiling and wooden flooring have seemingly been given minor tweaks to keep the vibe authentic and somewhat raw. furnishings comprise of carefully sourced vintage pieces that add up to the laid-back atmosphere throughout the premises. stocked at the store is son of the cheese's very own collection of apparel and sunglasses, in addition to a selection of items of compatible other brands. location: mansion namikibashi, 1-31-19 higashi, unit 302 + 303 [daikanyama].

© son of the cheese