Shortlisted in the Time Out Love Tokyo Awards 2017
A unique souvenir shop that captures the sensual spirit of Yoshiwara, Edo-Tokyo's legendary red-light district, Shin-Yoshiwara is run by designer Yayoi Okano. Inspired by the impact Yoshiwara, its residents and regulars have had on modern Japanese culture, she relocated her store right to where the brothel quarter used to stand – a move initially met with mixed feelings among the locals. But Okano's traditional, sleek and sexy wares have earned her both a loyal local following and plenty of international attention. They're now available not only at her own shop, but also at Shinjuku's Beams Japan and even the souvenir stores at Haneda Airport. For more details, check out the Shin-Yoshiwara Instagram feed.