A collaboration between graphic designer Hideyuki Tanaka and stylist Kumiko Iijima, Noodle is a youthful fashion project known for its fun, quirky and eye-catching graphics. Their first collection, dubbed ‘Wonder City Ueno’ (Kenzo City Ueno), is now on sale at their very first pop-up at Parco_ya Ueno from April 5 to 15.
While the collection, which ranges from t-shirts to hoodies and dresses, has a whimsical Where-is-Wally-esque vibe, the pop-up isn’t just about the clothes. There’s an adjoining exhibition called ‘Wonder City Ueno’, which explores the surrounding Ueno neighbourhood. Plus, you can also get your hands on the adorable Men Men panda mascot merchandise. The goods, produced by Tanaka, are perfect as souvenirs – think cute ramen slurping bear on tote bags, iPhone cases, mugs, and more.
In reference to the neighbourhood, and to give the pop-up a unique local sensibility, the brand's vibrant, witty outfits are placed alongside items representative of Ueno’s local culture as discovered by Iijima. These items range from collectibles and knick knacks found in Ameyoko (Ameya-Yokocho) shopping street to some of the distinctive clothes sold at Parco_ya Ueno.
As you'll discover in this pop-up store, Noodle isn’t just a fashion brand. The project is constantly seeking new expressions in fashion and culture, and the pop-up store is scheduled to travel across the country. So pop by this 'Wonder City' at Ueno before April 15 for a dose of cute in the city.
For more information, check their website here.