SO Nakameguro

SO has been around since 2018. It’s quietly confident, and homey in the way Nakameguro does best: calm, considered and easy to settle into. While the ‘hostel’ part of the business is more concept than reality now, that DNA still shows up in how they treat people: relaxed service and no pressure.

The style leans active and sporty, built around basics that fit perfectly, with small hits of quirk scattered through the racks that give the place its personality. You’ll find their in-house pieces alongside a mix of foreign brands, plus housewares that make it feel lived-in rather than strictly retail. The staff are always down for a chat too, especially about music – rock, house, techno – which makes the place feel like somewhere you could actually hang out.