Winiche & Co. Warehouse
Opened since: 8/10/2013
Style/Kind: Specialty store
Area: Old town, Tokyo
Owner’s motto: To offer a unique and varied shopping experience
Text & Photo: Atsuko Tanaka / Edit: B SABURO
“Winiche & Co. Warehouse” is a renovated warehouse office and storefront located in a residential district of Tokyo. The owner, WIN, has curated the shop with selected items from the United States and the local brands of his peers.
WIN has been fascinated by hip hop culture since he was a teenager. After a working in marketing and graphic design, he was inspired to start his own fashion label “Winiche & Co.” in 2007. Six years later he opened the Winiche & Co. Warehouse location.
The shop is filled with WIN’s passions and inspirations. Even though it’s physically located in Tokyo, the vibe is instantly reminiscent of New York. Browsing the store is an exhilarating adventure that will always lead you on an unexpected journey. We asked WIN to explain the concept behind the store, and to tell us about his favorite items.
-What inspired you to open the store?
I was tired of working downtown, so rented this place to move my office to closer to my home. There was extra space in the warehouse, so I decided to start a shop.
-What is the concept of the store?
I curate it with what I like. Whether it’s something that serves a purpose or just something I would enjoy having.
-You have items that range from very rare to just nostalgic. I can see clearly you have a deep commitment for what you do through the items you select.
From the beginning I didn’t really care much about trends when it comes to choosing items. I select what I want based on what I’m passionate about. For example I have pin badges of American characters made by the Native American Zuni tribe, small press local zines and the DMX RUN which I collaborated on with Reebok and mita sneakers.
-What is the coolest item you sell in the store?
Slouch Socks. A new type of hybrid sock that combines knit socks with sport socks. The effect is a different type of tension when you wear them.
-By the way, I love this Newsstand, it’s so NY!
Yeah, it’s inspired by the newsstands in America that you see in New York and Los Angeles. I enjoy the density and chaos in those cities and I always wanted to make something that has that feeling. After a trip to LA with a friend, we came back and built our own version. In the real thing the customers are not allowed to into the booth, but we thought it would be fun to open it up so you can see both perspectives.
-What was the most interesting and crazy thing that happened at the store so far?
Nothing too crazy so far, but I’m very happy when I get customers from overseas who found the shop through my instagram. That is amazing to me.
-What’s the neighborhood like?
It is a textile wholesale district and a textile town. Also, I think there are many recycling companies.
-Please give a message to any customers who are thinking of visiting your store for the first time.
My store is in an inconvenient place, so it may be just good to come by when you feel like coming to this area (lol).
-You’re not focused on promotion (lol).
I’d rather people who have a strong interest in my store stop by. It’s better for me to be able to focus on building my own atmosphere than trying to please a large variety of customers. I believe that is what makes the shop unique. In the future, I want to work more with friends who enjoy this vibe and do one off exhibitions and pop-ups.
Winiche & Co. Warehouse
Address: 6-8-13 Nippori 3F, Arakawa-ku, Tokyo, Japan
Phone: 03-6321-1364
Hours: 1PM-7PM (Closed on Wednesday)
*Please contact us by email or phone to confirm the store is open before visiting.
Website: http://winiche.com/
Instagram: @winiche