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!

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Secret Magic staff at the opening of their new Tenjin Core store in Osaka.

Secret Magic is an adult cute brand by Mitsumaru. Have I not talked about Mitsumaru? Well it’s the sub-company that is the clothing side of Tokyu, the company that owns Shibuya 109. Tokyu also owns all other 109 stores as well as Tokyu department stores, railway line and more. 109 is actually a play on Tokyu, 10 (to) – 9 (kyuu). Mitsumaru runs clothing brands Heaven and Earth, Ingni, Allamanda, Emsexcite vouloir, and Secret Magic.

Secret Magic details:
katakana: シークレットマジック
floor in 109: basement 1 (b1)
style: adult cute
webstore: http://www.rakuten.ne.jp/gold/secretmagic/
facebook: https://www.facebook.com/secretmagic.laest#!/secretmagic.laest
number of stores: 10
years around: since 2008
brand concept: LA style base with an adult girly
what it really is: adult cute style based on dresses and separates with trend influences
similar gyaru brands: Dazzlin’, Ingni, Liz Lisa, Jugeetta

A video from last year about the store and modeling of items.


Spring Coordinates through Shop Staff

They don’t have a modeled catalog out, so the best way to show you Secret Magic for Spring is through the great style of their shop staff. All the blog links are available here. I didn’t take any of the pics below, just compiling and showing because they look fabulous!


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