New Stores in Shibuya 109: Heather be, GeeekS, and Secret Honey

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


Heather be

Heather be website

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)

heatherbe3 heatherbe4 heatherbee


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-lookbook-2 geeeks-lookbook-3 geeeks-lookbook-4 geeeks-lookbook1

GeeekS Fall 2013 coordinates by their Shibuya 109 shop staff (ameblo)


geeeks4 geeks2


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.  :sweatbubble:

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)

secret honey secrethoney5 secrethoney6

From their webstore ( 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.  :109: forever


  1. October 11, 2013 / 5:26 pm

    GeeekS is totally my style! The other shops look nice too. Always love those kind of posts ^^

    • Mitsu
      October 11, 2013 / 5:40 pm

      I really love their camo use this season, it sets them apart from all the other mode/onee brands. I am curious to see their quality in person :)

    • Mitsu
      October 11, 2013 / 8:16 pm

      Thanks for enjoying it! :)

  2. October 16, 2013 / 5:36 pm

    I would love to shop from GeeekS, their stuff looks really cute but edgy at the same time ^.^

    • Mitsu
      October 18, 2013 / 5:45 pm

      I’m excited to see what they offer :)

  3. November 22, 2013 / 4:11 pm

    I think Secret Honey could maybe work for otome-kei, too. It reminds me of Axes Femme.

    • Mitsu
      November 26, 2013 / 2:38 pm

      Definitely. I think sweet gal and otome-kei are getting closer together :)

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