The fashion mall SHIBUYA109 will open a limited-time store in Kamaishi City, Iwate Prefecture, from August 16th to 18th.
The project was born from a letter written by a junior high school girl living in Kamaishi to Tokyu Malls Development, which operates SHIBUYA109, stating, "As Kamaishi City moves forward toward reconstruction, I would like to collaborate with SHIBUYA109 to plan an event that will help revitalize the city. I would like to design clothes and sell them to attract people."
During the event, a shop called "SHIBUYA109KAMAISHI," which brings together popular SHIBUYA109 brands, will open in the Sea Plaza Kamaishi shopping complex (22-1 Suzuko-cho, Kamaishi City, Iwate Prefecture) in front of JR Kamaishi Station. In addition, plans call for the sale of collaborative products between local junior high school girls and SHIBUYA109 brands, and a fashion show featuring local junior and senior high school students. To realize the letter's desire to "design and sell clothes," a fashion design workshop for junior high school girls in the city was held in May to develop collaborative products. Future plans include meetings with 109 brand designers, sample checks, preparations for fashion shows, and even sales experience for collaborative products. This project also provides students with work experience in the fashion industry. Kamaishi City, located in the southeastern part of Iwate Prefecture, roughly in the center of Rikuchu Kaigan National Park, has a population of approximately 37,500 (as of December 31, 2012). The city suffered devastating damage from the magnitude 9 earthquake and tsunami that followed the Great East Japan Earthquake. A disaster response headquarters was set up at the aforementioned Sea Plaza, and relief supplies provided by the Self-Defense Forces were delivered to the parking lot. Currently, the city is working on a variety of reconstruction projects, including reconstruction and maintenance plans and reconstruction grant projects.