entrance of Dual near Omotesando, Tokyo

Dual: Tokyo-style around-the-world fashion

Tokyo-style-fashion… What is that actually? When looking at what people wear here on the streets, you find anything from the most expensive major labels to really minor underground fashion brands you were sure to never have travelled abroad. PingMag discovered Dual – an international fashion select shop located just off Omotesando- and was truly surprised by the amazing selection of international designers. So – we thought we better share this hot fashion tip with you! Here are some images inside Dual, their latest collection and some Q&A with Akiko Suyama, the women behind all this.

Written by Uleshka

entering Dual – a stylists’ treasure box

Akiko, you started Dual in February 2002 and recently things are really going well on your side. What is the overall concept for the clothes you choose?

I always try to imagine a story out of the clothes I choose for my collections. I like to imagine what types of girls would go well with the clothes and what places are suitable when they wear them. I sort of mix my “worldwide fashion information” with whatever I know about Tokyo, maybe adding some recent trends I have observed, stir well and that is how my collections come about.

PingMag got a little sneak preview to the upcoming collection with will be in the stores in spring – on this day excited buyers and stylists came along to check out what’s new, try things on and take lots of pictures…
a very happy looking stylist with a big Tarantula chain necklace

What designers do you have in your current selection?

Quite a good mix – Gloria Coelho, Elisa Chanan, Spijkers en Spijkers, Drosofila, Sandra Silveira, Tarantula, Juliana Jabour, Neon, Tina Kalivas,…

Tina Kalivas, Australia

Maria Bonita, Brazil

Gloria Coelho, Brazil

How close are you to the actual designers?

We are very close to most of our designers we chose. We consult each other -business wise, for example.

We at Dual always like to show the message of the designers (what they think and what they are inspired by) to our customers and buyers in Japan. We want people to notice all the little details of the clothes, background stories, even things like the name of the song they used for their fashion shows.

sometimes very colorful…
…sometimes more elegant

Are you actually trying to make a certain style and if so – do people trust your taste?

I think that many people are looking for their own style. Originality is what counts because people become more and more individual. People buy new clothes to make them happy, or they change the interior of their living room to feel refreshed or they go to a record shop to find their favorite new record… It is about re-newing the everyday.

a vivid mix of colors and shapes…

…on each Dual coat hanger

I’m always trying to put some extra passion in my daily routine, because without passion, there is boredom. If you can feel that passion when you come to Dual – I’m happy!

Where do you find the designers for your selection?

I love web sites – there is nothing more convenient to find new stuff! Apart from that, I meet designers though my friends or just discover new talents on my business trips.

Spijkers en Spijkers collection from Holland


What sort of people buy your clothes then?

Women who are “shining” and “sparkling”!

sexy shoes by Sandra Silveira

What do you actually think about “fashion in Japan?”

Japanese people usually think that Paris, New York, London and Milan are fashionable cities. But I think that the most fashionable city on this planet is Tokyo. People here are very sensitive to fashion and accept new things, trends and ideas really easily, so you can be very experimental and people will still buy it and try.

So many thing are mixed up here, but that is exactly why things look so original. I always want to do an “original” selection because Tokyo represents the world with this multi-mix.

take your time at Dual – and in case your purse doesn’t allow to buy all the things you wish at once – have a seat and write down your ‘wish list’ for your next visit

In our shop, you can find stuff from all sorts of places: not only Paris or London, but also from locations such as Brazil and Australia. That is what creates an original style you can’t find anywhere else.

Thanks a lot, Akiko.

  • http://www.macaroondesign.com yul

    i agree Tokyo is more fashionable city than Paris or London according that Japanese people are not afraid wearing crazy and original wears

  • http://bentong.net Ben

    Well, I sort of agree with yul. It’s true that lots of Japanese people aren’t afraid of wearing in cosplay. But I guess cosplaying aren’t fashion. Ahh… I don’t know. :-P

  • http://titanoasis.com/blog keanu

    I have impressed by Japanese cartoon. but this article can’t give me a very deep impression on Japanese fashion. maybe Pingmag can continue this topic in following posts:)

  • http://www.sethpowell.com Seth

    I went to Tokyo last month and I’d say I spent nearly all my “shopping budget” on clothes around Cat Street and Daikanyama. For me, there is nowhere in the world that is as fashionable or as good for guys clothes shopping as Tokyo. Women have a lot more choice in other parts of the world, but for guys, Tokyo is the place!

    I took a lot of money last time. Next time, I plan on taking even more. I recommend trying to find Gouk to anyone who likes a bit of originality. It’s pretty tough to locate though.

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  • unknown

    i’m with Ben.
    y selling so many clothes which from non-jp??

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