In recent years, “sports” in fashion has come to signify more than performance or athletic function alone. Moving the body, walking through the city, listening to music, participating in community life — all of these experiences are increasingly being reinterpreted as part of a broader lifestyle philosophy.
Within this evolving cultural landscape, lifestyle sports brand SOUND OF SUNRISE, created by Yasuhiro Mihara of Maison MIHARA YASUHIRO, will open its first flagship store, “SOUND OF SUNRISE YOKOHAMA,” at MARINE & WALK YOKOHAMA on June 5, 2026.
Courtesy of SOUND OF SUNRISE
Built around the manifesto “Life is Sports,” SOUND OF SUNRISE does not define sports as competition alone, but rather as a process through which both body and sensibility are shaped through everyday experience. The brand proposes a hybrid lifestyle that moves seamlessly between activewear, street culture, and daily urban life.
AW25 Visual | Courtesy of SOUND OF SUNRISE
The choice of Yokohama as the location for the flagship store feels particularly significant.
Unlike Tokyo’s density and speed, Yokohama has long cultivated its own rhythm — a city where waterfront openness naturally coexists with music, art, skate culture, and street life. That atmosphere closely aligns with the worldview SOUND OF SUNRISE aims to express.
Courtesy of SOUND OF SUNRISE
The new store will carry the brand’s Spring/Summer 2026 collection, exclusive in-store products, and collaborative items with artist “Dokidoki Club.” More than a retail space, the store is conceived as an experimental cultural hub rooted in the local community.
Courtesy of SOUND OF SUNRISE
The store design itself reflects this philosophy.
Courtesy of SOUND OF SUNRISE
Built around rough industrial textures using OSB plywood fixtures, the space incorporates large speakers, monitors, DJ equipment, and the brand’s symbolic “S.O.S Sound Chari.” Rather than functioning solely as a fashion store, it invites visitors to physically experience music and street culture within the environment.
S.O.S Sound Chari | Courtesy of SOUND OF SUNRISE
One of the project’s most distinctive initiatives is “Sweep Out Streets,” a recurring community event named after the initials “S.O.S.”
Led by the Sound Chari, participants move through the city while playing music and collecting litter along the streets. The project reframes cleanup activities not as obligation, but as a positive cultural experience shared with the local community.
SOUND OF SUNRISE YOKOHAMA will also eliminate disposable shopping bags entirely.
Instead, the store introduces two circular systems: ECO BAG, developed in collaboration with travel gear brand TO&FRO using repurposed high-spec fabrics, and “SOS BAG POOL,” a reuse initiative where unwanted eco bags are collected, maintained, and redistributed free of charge.
S.O.S ECO BAG Left ¥1,650・Right ¥1,430 (tax included)
Courtesy of SOUND OF SUNRISE
Rather than presenting sustainability as a slogan, the brand integrates it quietly into daily urban behavior — walking, listening to music, participating in community, and naturally engaging in circulation and reuse.
SWEEP OUR STREETS T-SHIRT ¥5,500 (tax included) BLACK
Courtesy of SOUND OF SUNRISE
The store will also periodically publish locally focused ZINEs in collaboration with artists. The inaugural issue features Dokidoki Club, whose drawings reinterpret the subtle absurdities and textures of everyday Yokohama life.
ZINE | Courtesy of SOUND OF SUNRISE
At its core, SOUND OF SUNRISE proposes a broader interpretation of sports itself.
Not victory or competition, but the accumulation of daily movement, participation, and sensory experience. Through technical pattern work, vintage-inspired treatments, and products designed to move fluidly between city and activity, the brand expresses a new form of urban functionality.
SWEEP OUR STREETS CAP ¥4,950 (tax included) BLACK
Courtesy of SOUND OF SUNRISE
Fashion, music, street culture, sustainability — SOUND OF SUNRISE dissolves the boundaries between them, proposing a new kind of lifestyle culture emerging from Yokohama.
BIKE TOTO BAG (WHITE / BLACK) ¥5,850 (tax included)
Courtesy of SOUND OF SUNRISE
Within this evolving cultural landscape, lifestyle sports brand SOUND OF SUNRISE, created by Yasuhiro Mihara of Maison MIHARA YASUHIRO, will open its first flagship store, “SOUND OF SUNRISE YOKOHAMA,” at MARINE & WALK YOKOHAMA on June 5, 2026.
Courtesy of SOUND OF SUNRISEBuilt around the manifesto “Life is Sports,” SOUND OF SUNRISE does not define sports as competition alone, but rather as a process through which both body and sensibility are shaped through everyday experience. The brand proposes a hybrid lifestyle that moves seamlessly between activewear, street culture, and daily urban life.
AW25 Visual | Courtesy of SOUND OF SUNRISEWhy Yokohama?
The choice of Yokohama as the location for the flagship store feels particularly significant.
Unlike Tokyo’s density and speed, Yokohama has long cultivated its own rhythm — a city where waterfront openness naturally coexists with music, art, skate culture, and street life. That atmosphere closely aligns with the worldview SOUND OF SUNRISE aims to express.
Courtesy of SOUND OF SUNRISEThe new store will carry the brand’s Spring/Summer 2026 collection, exclusive in-store products, and collaborative items with artist “Dokidoki Club.” More than a retail space, the store is conceived as an experimental cultural hub rooted in the local community.
Courtesy of SOUND OF SUNRISEBeyond Shopping: A Cultural Experience
The store design itself reflects this philosophy.
Courtesy of SOUND OF SUNRISEBuilt around rough industrial textures using OSB plywood fixtures, the space incorporates large speakers, monitors, DJ equipment, and the brand’s symbolic “S.O.S Sound Chari.” Rather than functioning solely as a fashion store, it invites visitors to physically experience music and street culture within the environment.
S.O.S Sound Chari | Courtesy of SOUND OF SUNRISEOne of the project’s most distinctive initiatives is “Sweep Out Streets,” a recurring community event named after the initials “S.O.S.”
Led by the Sound Chari, participants move through the city while playing music and collecting litter along the streets. The project reframes cleanup activities not as obligation, but as a positive cultural experience shared with the local community.
Sustainability Embedded Into Daily Life
SOUND OF SUNRISE YOKOHAMA will also eliminate disposable shopping bags entirely.
Instead, the store introduces two circular systems: ECO BAG, developed in collaboration with travel gear brand TO&FRO using repurposed high-spec fabrics, and “SOS BAG POOL,” a reuse initiative where unwanted eco bags are collected, maintained, and redistributed free of charge.
S.O.S ECO BAG Left ¥1,650・Right ¥1,430 (tax included)Courtesy of SOUND OF SUNRISE
Rather than presenting sustainability as a slogan, the brand integrates it quietly into daily urban behavior — walking, listening to music, participating in community, and naturally engaging in circulation and reuse.
SWEEP OUR STREETS T-SHIRT ¥5,500 (tax included) BLACKCourtesy of SOUND OF SUNRISE
The store will also periodically publish locally focused ZINEs in collaboration with artists. The inaugural issue features Dokidoki Club, whose drawings reinterpret the subtle absurdities and textures of everyday Yokohama life.
ZINE | Courtesy of SOUND OF SUNRISE“Life is Sports”
At its core, SOUND OF SUNRISE proposes a broader interpretation of sports itself.
Not victory or competition, but the accumulation of daily movement, participation, and sensory experience. Through technical pattern work, vintage-inspired treatments, and products designed to move fluidly between city and activity, the brand expresses a new form of urban functionality.
SWEEP OUR STREETS CAP ¥4,950 (tax included) BLACKCourtesy of SOUND OF SUNRISE
Fashion, music, street culture, sustainability — SOUND OF SUNRISE dissolves the boundaries between them, proposing a new kind of lifestyle culture emerging from Yokohama.
BIKE TOTO BAG (WHITE / BLACK) ¥5,850 (tax included)Courtesy of SOUND OF SUNRISE
【INFORMATION】
SOUND OF SUNRISE YOKOHAMA
Opening Date:
June 5, 2026
Location:
MARINE & WALK YOKOHAMA
1-3-1 Shinko, Naka-ku, Yokohama, Kanagawa
SOUND OF SUNRISE YOKOHAMA
Opening Date:
June 5, 2026
Location:
MARINE & WALK YOKOHAMA
1-3-1 Shinko, Naka-ku, Yokohama, Kanagawa
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