Shibuya 109

Shibuya 109 in 2019

Shibuya 109 (渋谷109) is a department store in Shibuya, Tokyo. It is well-known by Gyaru, and the store carries many popular brands for gyaru.

History

Designed by architect Minoru Takeyama and built in 1979, Shibuya 109 was built to create a fashion community within its walls by using an open-plan flooring, which allowed visitors to explore the different brands and styles available. The store was officially known as "Fashion Community 109" (ファッションコミュニティ109) until 1989, when it was then changed to the current "SHIBUYA109". The name '109' comes from a play-on word for the parent company Tokyu.

The original target demographic was women in their early 30s, however that later changed once 109 began attracting young women and teenagers. Shibuya 109 is largely associated with the rise of the gyaru style and culture in the 1990s, becoming a hub for gyaru brands to open within the department store over the next two decades.

On October 30, 1987, a second building, "109-②", was opened; it was later renamed to 109MEN'S on March 18, 2011. The building was later renamed for a second time to its current name: "MAGNET by SHIBUYA109".

After 40 years, Shibuya 109 replaced their iconic logo on the anniversary of the opening date in April 2019.

Culture

Gyaru from the 1990s and 2000s are largely associated with 109 as the store appeals to trendy young women, so gyaru often had to have the newest and most popular clothes. Shibuya 109 would be a meeting spot for many friends, and gyaru circles would find themselves at this spot often.

Brands

Shibuya 109 has housed many popular brands over their four decades in operation, including CECIL McBEE, LIZ LISA and LIP SERVICE. An updated list of brands available at the department store can be found on the official Shibuya 109 website.

Gallery

• Shibuya 109 in 2008
• Shibuya 109 in 1999
• Shibuya 109 in 1979

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