Lots of new brands popping up inside of 109 and out. I’m going to start with the Shibuya 109 Tower of Power brands and break them down with previous, looks for Fall 2013, and shop staff style from all 3 new stores: Heather be, GeeeekS, and Secret Honey
Popular casual brand “Heather” (shop staff snap here) has been branching into a more Shibuya-style with their mini-brand Heather be. Shibuya 109’s blog calls it an “Edgy and Lowbrow brand with a touch of 109 in it”. Lowbrow…?? I don’t really see the Heather / Heather be differences yet, but Heather is a nice casual brand with a good price point.
Here are some of the Fall 2014 looks by Heather Be modeled by the Heather Be shopstaff at the Shinjuku Lumine EST store (ameblo)
Their shop staff are super cute. I’d buy that mohair set-up in a heartbeat. Love texture!
GeeekS according to Shibuya 109 is “mannish items look with girly mix style.” It’s part of the Lip Service, Jurraino Jurrie, JSG group. The Shibuya 109 store is their first store.
Fall 2013 GeeekS lookbook
GeeekS Fall 2013 coordinates by their Shibuya 109 shop staff (ameblo)
The streetstyle Onee monotone mode blend that can’t be tamed this season. More curious to see what they’ll do for Spring 2014 before I make a judgement.
Secret Honey by Honey Bunch
In a rare change Mitsumaru owned brand Secret Magic (profiled here) has been taken over by Honey Bunch (profiled here) and they combined like some sort of kawaii Transformer into “Secret Honey” and have moved into the 7th floor spot in 109 previously owned by Honey Bunch. All nine Secret Magic shops are now Secret Honey.
Secret Honey Fall 2013 coordinates shown by shop blogs (all blogs links)
From their webstore (http://www.rakuten.co.jp/secrethoney/) it looks like they’re using Secret Magic fabrics and prints with Honey Bunch tailoring.
Secret Honey x Disney
In Honey Bunch tradition they have a new Disney line out that looks super cute.
Personal pics are the two Mickey cardigans (left) and the chiffon skirt with the subtle Mickey print.
All in total 2 new brands and a mesh of two old ones. I wish them the best and need to see how they do next season’s trends before any style judgements are made. forever