GOLDFISH :: Japan-Fashion.com

Bright.
That would be the word I would use to describe Goldfish, a small shop tucked away from the hectic main street of Daikanyama.
Unbelievably bright.
But maybe that isn't the language another person would offer up. In a small tiled complex, the entrance is easy to miss. Venturing in, the clothes, hats, and purses are the first things to notice. The walls of the boutique that aren't lined with product feature minimalist and post-modern artistry. And while aesthetically-pleasing, the store is less than the size of an uptown efficiency apartment.
Goldfish owner Satoko Iwanaga doesn't feel all that claustrophobic. And neither do her patrons.

"The number one thing is that most of the goods are made in Japan, and the location of the store...gives one the feeling of choosing clothes from a person's closet. And not only is Daikanyama a good locale, it is also very quiet. That's what I think makes this store different from others."
That is not surprising. Opened in October 2005, Goldfish quickly established a core audience with its method of supplying luxury swag in a comfortable and cozy setting. And just as advertised, many of the pieces and accessories are conceived, developed, and birthed right here on Japanese shores. Moreover, a majority of the brands represented are from budding, indie fashion minds: They are designers hell-bent on injecting a sense of intimacy back into the Tokyo Street Fashion Movement. Satoko herself (unlike other shop owners of her ilk) is not a designer: Rather, she hunts around design festivals, exhibitions, and even nearby design institutes for fresh brands to showcase in her store. Whereas other fashion retail buyers clamor for the next big thing, Satoko is searching for the equivalent of 'the little stylistic architect that could'.

Her motivation? "Most shoppers in Japan don't care where the merchandise comes from. They just want something that is 'in' or high-priced...But fashion lines and brands change all the time," says Satoko, who not only owns the shop but runs it solo. "Most of the clientele here [in Goldfish] is distinct from your average shopper. While most of the consumers in other places have similar tastes and follow the same trends, the people here are different from person to person, individuals. I select the items in Goldfish based on what I think that particular group would want to buy. I also go by what the shoppers tell me...for example,

people in their 40s and 50s want long sleeves and one pieces. There are many tastes that I look for." So Iwanaga elects to give her loyal customers some stability--Stability in the form of high-quality, eclectic goods ranging from lacy bustier to industrial-style outerwear.
The most popular brand now in Goldfish is Helter Skelter, a line that features attractive tunics and overshirts, and even a knit top made out of paper. (Yes, you read that right. Paper.) If that doesn't satisfy your fancy another Goldfish staple is Zoestyles, with wares that are influenced by London street trends. Check out the 'Dorakura Banchou Ko-to', which loosely translates into 'Dracula Bully Coat'. Style from a more domestic perspective comes in the form of Crazy Mama, with flashy tees for men and women dashed with well-known ukiyo-e artist Hokusai's prints. Interested in innerwear? The delectable line kikirarashouten has corsets in stunning browns and blacks that are made for smaller, more lithe figures. And if it is accessories you seek, then your search ends here with brands like Peevish Lotus and Babette. Babette hooks you with simple, intricate pendants and earrings combined with classic Victorian photo and type. Peevish attracts bauble-lovers here in Japan and around the world with pieces made using bits of antique. My favorite pieces in each accessory collection are as follows: For Babette, a dark beaded necklace with a tiny box-shaped medallion with archaic stamp print on the inside. The image is something you would expect to find around a frontiersman's neck way back when. As for Peevish Lotus, a gold and brown carnivale-like ensemble caught my eye (and eventually, came home with me), with its carmelized, bronzed, and even lacy arrangements. Ryu is the name of the mens' line that fills Goldfish with basics in charcoal grey. They appeal to the senses with wonderful choices in fabrics. There are plenty of other brands to choose from, and a lot of the selection varies even more within the collections themselves. The designers that Iwanaga chooses have the creative energy and the freedom to experiment with many genres and styles. I ask Satoko which brand from Goldfish is her favorite."All of them," she laughs. "It's hard to choose just one." It is easy to get lost in the abundance of choice, not so much the structure of the store.

And how does Ms. Iwanaga choose the lines to carry, all with different influences and dynamics? Of course the goods must be made in Japan, but what about quality? "Of course, even to buyers...when choosing designers quality is an important factor. Also there is the maintenance and care for the clothes, and finally if the clothes make you happy. It's the same for designers [when they make the clothes]." Many of the collections that that into heavy consideration, making the boutique a mix between washer-safe products and painstakingly-beaded accessories. A lot of the goods are one-of-a-kind, and hand-made. When you buy from Goldfish, you are buying something (as a pendant from Babette's collection has inscribed) made for 'you'.
And thanks to that approach, it seems the boutique will have many designers and dedicated clients for years to come. Before there were nine brands for women and one brand for men, but this year has brought one more line of mens' clothing to the store. So the boys shouldn't feel too left out. As a matter of fact, mens' fashion is related to Satoko's hopes for the future: "Until now there were a lot of variations of style, and with ladies' fashion 'Kawaii' certainly became the keyword. Now the men wear ladies' fashion and the ladies wear mens' styles without caring about gender. I hope that this is the path that Japanese Fashion will follow."
That future looks...well, bright.

Kim Gillus

Writer

Trapped in the Closet, and Loving It

Goldfish Reunites Two Old Friends: Shopping and Intimacy