Popular Street Fashion Brands h.NAOTO and Milklim To Shut Down All Brick and Mortar Stores. Goocy Shuttering Completely

Rough times have been hitting the Japanese fashion world’s long standing brands and it doesn’t seem to be ending soon. Just today gothic brand h.NAOTO and fairy kei brand Milklim have both announced that they will shut down their physical stores. But it’s not all ending as both brands will remain available online and Milklim’s products will be available at Kera stores across Japan. Unfortunately, the same can’t be said for street-mode fashion brand Goocy as they will be shutting down all operations (including online) completely. All of it’s stores will be closed by the end of August. Continue on to read the official announcements.


h.NAOTO Stores – Store Closing Notice

Dear customers: I’d like to thank you all from the bottom of my heart for making use of the h.NAOTO stores.

However, effective July 31st, 2016, the h.NAOTO Shinjuku Marui Annex and the h.NAOTO Laforet Shinjuku stores will be closing.

My deepest thanks go out to the many people who have made h.NAOTO one of Tokyo’s major stores since our debut.

In addition, our flagship store in Kansai, h.NAOTO+ in Osaka will be ceasing operations as of August 28th, 2016 (Monday). It should be noted that starting July 10th (Sunday) and continuing until closing, the store will only be open Fridays, Saturdays, and Sundays for operational reasons.

It is with deep regret that I’ve decided to cease operations for these stores in anticipation of future trends, sales figures heading into the fall, and concern for the brand. I’m really sorry for any inconvenience this causes our customers, but I hope you understand.

After these stores are closed, the sale of h.NAOTO, Sixh., and GRAMM products will be consolidated in my online store, where I hope I can rely on your continued patronage.

Out of gratitude for years of support, I’ve organized store closing sales and other events. Since our staff members will be moving on to other things, it’s a good idea to take this opportunity to drop in and say hello. I hope you can come and enjoy yourselves before the stores close.

I’m looking forward to seeing you all. With grateful humility,

Managing Director Naoto Hirooka



To everyone who came to Milklim Harajuku,

This may be a little sudden, But we will be closing Milklim Harajuku from 7 p.m. on July 24th, 2016.

We would like to express our heartfelt thanks to everyone who supported us by coming to our shop, which was active as a showroom.

From now on, we will concentrate on strengthening our mail order site, as well as strengthening our domestic and foreign sales as a workshop business and Milklim planning office.

Although Milklim Harajuku will be closing, Please do not worry: you can still purchase our products from the Milklim mail order site, as well as from Kera Shops, all across Japan.

We hope that you will continue to support Milklim going forward.




Thank you very much for your continued support of goocy.

We are announcing that we will be putting a stop to Goocy brand business activities at the end of this spring and summer season.

Despite this sad news, we would like, along with our staff, to express our heartfelt thanks to the many customers who have trusted the goocy brand and wore it with such affection.

To end everything on a high note, we will be holding a “Thank You Final Sale” at our stores. The Harajuku and Shinjuku stores will be open until July 31, 2016. All Goocy stores will be closed by the end of August.

– Goocy

Trends come and go, but nowadays it seems harder for these types in the business of mode to keep their heads above water; especially in Harajuku. 2015 was also a very hard year for original brands with Bunkaya Zakkaten, Putumayo, Malko Malka, Sex Pot Revenge, Hellcat Punks and, the mentioned above, h.NAOTO closing stores in the area.  Is it just a natural progression for some fashion to move all their activities online, is the trend tide changing or is there “something in the water” that is killing off these brands?

via Tokyo-Fashion Tumblr