[SHIRO] “SHIRO with PASSTO” POP UP STORE will open at Shibuya PARCO from Friday, November 15, 2024
SHIRO Press release: November 8, 2024 [SHIRO] “SHIRO with PASSTO” POP UP STORE will open at Shibuya PARCO from Friday, November 15, 2024 From November 15th to 27th, we will open a pop-up store for “SHIRO with PASSTO” at Shibuya PARCO 1F The window. Limited edition items created from reuse and reused clothing are now available.
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https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-ac40d60854fbae485565505cf41340aa-3234×2000.jpg In the “SHIRO Reuse Project,” which started in August, ECOMMIT and Blue Bottle Coffee have worked across industry and corporate boundaries to create a culture of reuse, with the aim of creating a society where everything is recycled. Items collected include used SHIRO glass containers and clothing, and Blue Bottle Coffee cotton tote bags. In particular, clothing has been collected at more than 50 PASSTO locations nationwide operated by ECOMMIT, nine eligible SHIRO stores, and seven Blue Bottle Coffee stores. These clothes are collected at ECOMMIT’s circular center and carefully sorted over time by professional pickers. The reuse/recycling rate for the collected clothing is approximately 98%, and CO2 emissions are reduced by approximately 80% compared to simple incineration. We are committed to reducing the earth’s environmental impact. Stylist Natsumi Ogasawara selected a lineup that matches Shibuya PARCO, which is constantly transmitting new culture, from a selection that took time and effort. Reused clothing that you can enjoy wearing for years to come will be featured in “SHIRO with PASSSTO.” We will also be selling clothes that appeared in the “Reused Fashion Show” held at Minna no Factory in Sunagawa City, Hokkaido this summer. After these reused clothes are cleaned, they are scented with the limited item “Zero Musk Sabon Fabric Iron Mist”, so the clothes lined up in the store are scented with the sweet fruity floral musk created especially for this POP UP STORE. A soft scent envelops the space. SHIRO believes that having reused clothing passed into the hands of the next person and cherished for a long time is part of the cycle that makes the earth beautiful. Aiming for a future where reuse becomes everyday life.
https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-954ea26ec7501474c4148b7f86033cf6-2000×2000.jpg Natsumi Ogasawara Born in 1993. Graduated from Bunka Gakuen
University, Department of Fashion Design. Studied under stylist Shotaro Yamaguchi and became independent in September 2020. Currently based in Tokyo, he mainly works on visuals for magazines,
advertisements, and fashion brands. JAPANESE BRAND ARCHIVES An archives collection of 10 domestic brands based in Tokyo and distributed to the world that sympathize with the reuse actions of the three companies will appear in stores Since August, SHIRO, ECOMMIT, and Blue Bottle Coffee have been taking action to “reuse” things with a lower environmental impact, aiming for a society where everything is recycled. With the opening of “SHIRO with PASSTO,” 10 domestic fashion brands that are based in Tokyo and broadcast to the world have agreed to participate in this initiative. Samples, dead stock, and other rare archive collection clothes that are not normally available will be brought together in one place and will be on display at “SHIRO with PASSTO” stores at special prices. These brand selectors are supervised by creative agency nōkostudio. Shibuya PARCO has a lineup of many brands that have not yet opened a store. Would you like to take this opportunity to find a piece just for you that you can cherish for a long time? List of participating brands
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https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-934352094ee27da630b84bea0dbd1f95-2000×2000.jpg nōko studio | nōko studio A creative agency based in Tokyo. Pursuing the essential value of modern times, we design invisible “intangible value” from a multifaceted perspective, including branding, creative direction, art direction, and advertising production for companies and brands. ZERO COLLECTION FRAGRANCE “SHIRO with PASSTO” limited fragrance, reprint “Zero White Fig” and “Zero Musk Sabon”, a scent that you want to wear on clothes, are newly born This year, SHIRO celebrates its 15th anniversary as a brand and has declared its aim to achieve zero waste in order to create an essential cycle in
manufacturing and store creation. In terms of manufacturing, “ZERO COLLECTION FRAGRANCE”, which can never be made again, was born from limited resources such as leftover fragrances and containers from before the renovation. Unlike regular fragrance creation, which involves creating new scents from among a large number of fragrances, we combine fragrances that we already have on hand to create new, attractive scents that have never existed before. The containers for the eau de parfum, which is packed with special scents available for a limited time, are made from used glass containers collected through the “SHIRO Reuse Project,” which started in August. We clean used glass containers collected through the collection actions of many customers to remove scents and oils so that they can be used over and over again. Containers for other items are reused from SHIRO warehouses due to product renewal or discontinuation. As with previous ZERO COLLECTION FRAGRANCE, a color label is attached to cover the product name and ingredients already printed on the container. Furthermore, the color label design is printed upside down on a rectangular sheet and cut into trapezoids to minimize the use of resources. ABOUT ZERO WHITE FIG & ZERO MUSK SAVON
https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-a9a731f645c1a44537adb1f8ef4ce09e-3153×2000.jpg This time, the “SHIRO with PASSTO” POP UP STORE will be reprinting “Zero White Fig”, which was released for a limited time at the POP UP STORE in March and received a lot of positive feedback. The limited edition fragrance “Fig” is combined with other limited edition fragrances such as “white” to create a fresh fruity scent with elegant floral layers. Additionally, the new “Zero Musk Savon” fragrance, which you can wear on your clothes, is now available exclusively at POP UP STORE. Introducing a new, gentle fragrance that combines “Savon” and the limited edition fragrance “White Musk” to create a gorgeous floral scent wrapped in the sweetness of warm musk. Reused clothing lined up in stores will be scented with “Zero Musk Savon.” The collection of used glass containers and clothing under the “SHIRO Reuse Project” was scheduled to end on October 31st (Thursday), but we will continue to collect them in the future, aiming for a future where reuse becomes a daily routine. Masu. During the POP UP STORE “SHIRO with PASSTO” period, we will be collecting items at the store, so please take this opportunity to bring your SHIRO glass containers and clothing with you. For details, please refer to the URL on the right. https://shiro-shiro.jp/ext/reuse-project/index.html PRODUCT LINEUP
https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-1d3d0097a99efcb7d1b5004b1c2d17cc-2000×2000.jpg Zero White Fig Eau de Parfum 40mL/4,400 yen (tax included) An eau de parfum where you can enjoy the scent of “Zero White Fig”, which wraps the subtle sweetness of fig in gorgeous and elegant florals. Wearing the scent all over your body, including your neck, arms, and ankles, will fill you with the comfort of a fresh fruity floral. If you want a subtle scent, we also recommend applying it to your waist or the back of your knees. We reused “Eau de Parfum” containers collected through a reuse project. We also reuse containers that are no longer usable due to renewal or other reasons. Approximately 5-6 hours
https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-295638834eb938e2d2d9520e3c9423c3-2000×2000.jpg Zero White Fig Oil in Gel Perfume 75g/3,080 yen (tax included) The gel perfume was well received at the last POP UP STORE. This time, we are introducing an “Oil in Gel Perfume” with an oil base that has enhanced moisturizing power for the dry winter season. When applied to your arms and décolleté, you will be surrounded by the soft scent of “Zero White Fig.” Enjoy the sparkling pink and white glitter of various sizes along with the scent. When applied to the ears, it creates a subtle sparkle. The glitter used was used in past makeup items and was sitting in the warehouse, and was reused. We are reusing containers of Hiba Spray 80, which is no longer usable due to its planned discontinuation. Approximately 1 to 2 hours
https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-7a309f38b2bba5fff0e9f04c9751eeab-2000×2000.jpg Zero Musk Savon Eau de Parfum 40mL/4,400 yen (tax included) “Zero Musk Savon”, which you can wear on your clothes, is now available exclusively at “SHIRO with PASSTO”. Fresh “Zero Musk” is a combination of fruity scents, gorgeous florals, and the sweetness of warm musk. Eau de parfum with the scent of “Savon”. It’s a perfect scent for the winter season when the air gets cold. Neck Motoya You can apply it all over your body such as your arms and ankles, or if you want a subtle scent, you can apply it to your waist or the back of your knees. It is recommended that you do so. Reusing “Eau de Parfum” containers collected in the reuse project I did. We also reuse containers that are no longer usable due to renewal or other reasons. Approximately 5-6 hours
https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-fe2446477bbbcf2df1bcedd08db4f35d-2000×2000.jpg Zero Musk Savon Fabric Iron Mist 190mL/2,750 yen (tax included) “Zero Musk Sabon” fabric iron mist allows you to enjoy the scent and remove wrinkles from clothes just by spraying it. Reused clothing sold at “SHIRO with PASSTO” stores will be coated with this mist. It is an item that is useful for eco-friendly living as it does not require ironing, so you can reduce energy consumption. The scent of fresh fruit, gorgeous florals, and the sweetness of warm musk will make your housework a happy time. We are reusing “body oil” and “body milk” containers that are no longer usable due to renewal.
https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-a9b9e4811a7400fa9b15e850f04b42d3-2000×2000.jpg Zero Musk Savon Fabric Softner 500mL/3,080 yen (tax included) “Zero Musk Sabon” fabric softener uses plant-derived softening ingredients to soften clothing and linen that come in contact with the bare skin and maintain water absorption. The image is a warm and soft scent that you would want to wear on your clothes. Since the surface of the fabric is smoothed, static electricity is less likely to occur, and dust and pollen are less likely to adhere to clothing. In addition, the sweet scent of fruity floral musk that wafts softly from your clothes will add color to your daily life. The container is a regular one with a color label attached.
SHOP DESIGN This is where we create a shop that does not produce waste, by pouring creativity into everything, by choosing what to reuse and recycle, and by incorporating ideas for recycling and recycling. Image
URL: https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-af22eb72804e6d0b4781cb16f8498be6-3799×2000.jpg Because SHIRO is inherently circular, we aim for zero waste even when creating our stores. When opening a new store or POP UP STORE, we create fixtures, objects, and walls, and we put a lot of ideas into reusing or recycling them as resources instead of disposing of them as industrial waste once their purpose is complete. The person who designed the shop is Hiroyuki Ogura of DRAWERS. At “SHIRO with PASSTO,” the fixtures and logos used to display products are the ones used at Shibuya PARCO’s POP UP STORE this spring, rearranged and slightly modified. Other than that, we temporarily used items from existing SHIRO stores. In addition, the hanger rack and monitor stand are made from gas pipes that were sorted and stored when the old factory in Sunagawa City, Hokkaido was demolished. In addition, in manufacturing, Mr. Ogura wanted to use the power of design to give new value to things that were once no longer needed, so he launched wa/ter, a product brand that circulates with people and the
environment. . Among them, various products have been designed using light yellow-green recycled glass made from recycled fluorescent lights. This time, we have incorporated this recycled glass into a collection of sophisticated glass fixtures that all come in different sizes. Everything in the store is reused or recycled. Even after the POP UP STORE period ends, these are creative products that are planned to be used in other stores. Mr. Hiroyuki Ogura of DRAWERS, who was in charge of the design, pursues beauty and convenience in spatial design, and at the same time is conscious of his “responsibility to create”, and carries out product design and creation with the future in mind. He is also responsible for the design of “SHIRO Lumine Est Shinjuku Store,” “SHIRO Lumine Ikebukuro Store,” “SHIRO Iwataya Store,” “MAISON SHIRO,” a rental accommodation facility in Naganuma Town, Hokkaido that opened in April 2024, and SHIRO’s Tokyo office. I’m doing it.
https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-1c97ad7b48763e2d8bbd6f839611aa89-2000×2000.jpg Hiroyuki Ogura ｜Hiroyuki Ogura Born in Ono City, Hyogo Prefecture. Graduated from the Department of Environmental Design, Faculty of Art, Kyoto University of Art and Design (currently Kyoto University of Arts). After working at cafe co., established interior design office DRAWERS in 2011. Engage in creative activities that circulate and lead to the future. In 2020, he started activities other than client work. “SHIRO with PASSTO” Date: November 15th (Friday) to November 27th (Wednesday), 2024 Address: 15-1 Udagawa-cho, Shibuya-ku, Tokyo Shibuya PARCO 1F POP UP SPACE “The window” Business hours: 11:00-21:00 *Same as Shibuya PARCO business hours Commercial facility HP:
https://shibuya.parco.jp/ ■To commemorate Shibuya PARCO’s 5th anniversary, an opening party will be held from 18:00 to 21:00 on Friday, November 15th. We have coffee from Blue Bottle Coffee, so please come and visit us.
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URL: https://prcdn.freetls.fastly.net/release_image/32936/247/32936-247-29d3cdb61b076755ba2f369f5f015c05-750×250.jpg About SHIRO A cosmetics brand that started with the simple idea of “creating products that people want to use every day.” We have all functions in-house, from development to sales, and have continued manufacturing based on ethical beliefs since our founding. We find materials nurtured by harsh nature both domestically and
internationally, and propose skin care, makeup, and fragrance items that bring out their full potential. In addition to operating directly managed stores across Japan, the company also has brick-and-mortar stores in London and Taiwan, and sells through its own e-commerce in the United States and cross-border e-commerce in China. A food selection [SHIRO LIFE] that delivers carefully selected ingredients just like the materials used in our products, a cafe [SHIRO CAFE] that conveys the deliciousness of the ingredients through cuisine, a salon [SHIRO BEAUTY] where you can experience the beauty proposed by SHIRO to the fullest, etc. We are also expanding our business format. From June 2021, in Sunagawa City, Hokkaido, where SHIRO was founded, we will be promoting the “Minna no Sunagawa Project”, a city development project that aims to relocate and establish a new factory and revitalize the entire city. In April 2023, we will open “Everyone’s Factory,” which includes a new factory and ancillary facilities. The number of visitors in the first year since opening was approximately 300,000, of which 25% were from outside Hokkaido. In April 2024, we opened MAISON SHIRO, an entire rental accommodation facility, in Naganuma, Hokkaido, using a method that differs from traditional methods and takes into consideration the forest environment by “designing and building to fit the needs of the forest.” In 2024, the 15th anniversary of the brand’s birth, we will announce the “SHIRO 15th Year Declaration,” which will reconsider the value of all resources in both manufacturing and store creation, and will reduce waste for the future of the earth. Work towards achieving zero. From August, the “SHIRO Reuse Project” will start. We will continue to collect used glass containers in order to “reuse” them and use them over and over again. Company profile Company name: Shiro Co., Ltd. Address: Aoyama Palacio Tower 8F, 3-6-7 Kita-Aoyama, Minato-ku, Tokyo 107-0061 Established: October 23, 1989 Representative Director: Takahiro Fukunaga Business details: Planning, development,
manufacturing, sales, and store operation of our own brand “SHIRO” (“SHIRO / cosmetics, miscellaneous goods”, “SHIRO LIFE / food sales”, “SHIRO CAFE / eating and drinking”, “SHIRO BEAUTY / salon”), SHIRO official Site / Online store operation, mail order business operation, directly managed hotel operation (“MAISON SHIRO” and “Sunagawa Park Hotel”), import and sales agency of Scandinavian interior goods (“biotope”) Official online store: https://shiro-shiro.jp/ Official Instagram: https://www.instagram.com/shiro_japan?igsh=NTc4MTIwNjQ2YQ==