Tokyo Rebel

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Photograph: Tia Ryan
Tokyo Rebel
East Village
We’ve always dreamed about stepping inside a Gwen Stefani video and taking the place of one of her over-the-top, boldly styled “Harajuku Girls” backup dancers. We could easily live out our fantasy at this charming boutique, run by husband-and-wife duo Jeff and Masayo Williams (he’s American, she’s Japanese). All of the brands in the shop hail from Osaka and the Harajuku district of Tokyo, a neighborhood Jeff compares to NYC’s East Village (Tokyo Rebel is appropriately located on Avenue B). Red velvet curtains and rope lights bordering the floor highlight the simply decorated store’s limited-stock merchandise, which is organized by the Harajuku subcultures: punk, gothic and Lolita (a super-femme look). Amid the punk racks filled with pleated skirts ($100–$150) and graphic tees ($35–$49), we discovered very Stefani Sex Pot Revenge plaid hooded jackets ($169). The goth section’s dark, Victorian-inspired clothing is filled with garb that appears as if came straight out of Morticia Addams’s closet, including a long black mermaid-cut jersey skirt ($199). But our favorite piece from that dark department is a darling Atelier-Pierrot eyelet lace dress ($299). The most festive styles are found in the Lolita displays, such as tea-party-ready Angelic Pretty pastel candy-printed frocks ($300–$325) and tamer Victorian Maiden striped dresses with bows and lace ($359). There’s also a plus-size selection for Americans worried about fitting into the generally small sizes, where we spotted a pretty Maxicimam black-and-white lace skirt ($189). The accessories are not to be overlooked, especially eyelet-trimmed parasols ($50–$60), Innocent World printed totes ($39) and Putumayo pocket watches ($30).
Venue name: Tokyo Rebel
Address: 170 Ave B
New York

Cross street: between 10th and 11th Sts
Opening hours: Tue–Sat 12:30–8pm
Transport: Subway: F, V to 2nd Ave–Lower East Side
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