MIN-NANO

From a Bicycle Shop to a Destination for Fashion Enthusiasts

GORO opened “MIN-NANO” in 2009. At the time, it was a bicycle shop that reflected his own passion for fixed-gear bikes, offering vintage BMX bikes and parts. Only a few apparel items were available in the beginning. Gradually, he began displaying sneakers he liked and increased the number of T-shirts after receiving positive feedback from customers.

Today, the Ikenoue location focuses on fashion, while the bike-related shop “MINNANOCYCLINGCLUB” relocated to Arai Yakushi in November 2024 and continues operating there.

In the early to mid-2010s, small American skate brands and independent streetwear labels began gaining attention in Japan and became fashion trends. Simple T-shirts with silkscreened logos on ready-made bodies, such as those from ALSTYLE, radiated the kind of energy reminiscent of 1990s Ura-Harajuku culture. Many were drawn to the creativity and drive of the young people behind these designs.

“MIN-NANO” was among the first in Japan to introduce these brands. GORO personally reached out to American labels he admired—sometimes even traveling abroad and connecting through friends—and curated a range of cutting-edge products. The shop was also the first in Japan to carry STRAY RATS, now a widely popular brand. In the fashion industry, it was said: “If you want to know what’s hot, go to MIN-NANO.” It was a place where talking with GORO meant gaining real insights and knowledge.
 

Curated Selections from Japan and Abroad

When it first opened, MIN-NANO was located across the street from its current site. In 2020, it moved to the ground floor of a building diagonally across from the original location, where it now operates. Inside the clean, white-toned space, carefully curated items are neatly displayed. We asked GORO about his current selection, the shop’s mood, and how he runs things:

“Among Japanese brands, we carry a lot from C.E and UNSEA. In terms of American labels, our mainstays include Creek Angler’s Device and ALWAYTH. We also continue to carry LQQK STUDIO, the American print studio I joined as a director in 2023. We’re also official retailers for both New Balance and NIKE sneakers. While we stock trusted brands, we also introduce lesser-known and niche ones. I select items that match my current mood while incorporating emerging brands recommended by staff or younger customers. That mix forms the current MIN-NANO lineup. We carry fewer underground American brands than before, but we stay connected through events and other means. For example, last year we hosted a pop-up for ‘quiet mountain,’ a new American brand and café, in our former location. In this way, we’re still introducing the next wave of American culture.”

GORO is also known for his work as a creative director for fashion brands and companies. He has collaborated with well-known names like Dickies, NEW ERA, and LQQK STUDIO, and has participated in special projects with New Balance and ASICS.

“I value my direction and collaboration work, but ultimately, I want everything to feed back into the shop. Collaborations happen on a bigger stage than MIN-NANO, but they help preserve the shop’s independence. My approach to MIN-NANO has always been deeply personal. I handle everything myself and run the store free from outside constraints. To maintain that, I take my direction work seriously. If someone needs me, I want to meet their expectations.”

Embodying the Owner’s DIY Spirit

The products GORO directs embody MIN-NANO’s refined aesthetic. Their clean, stylish, gender-neutral designs harmonize with the store’s overall vibe.

In recent years, more international visitors have come by, many drawn to the Japanese brands on display. The quality of the items rivals those in high-end select shops in areas like Ginza, and the sight of brands like C.E lined up in the local Ikenoue neighborhood creates a striking and delightful contrast.

“With the times, we’ve reduced our stock of underground American brands compared to a few years ago. Still, I believe no other shop in the Setagaya area offers a curated selection like ours. I’d be glad if customers feel that MIN-NANO offers something truly one-of-a-kind. Right now, I’m in the mood to sell the kind of clothing found in well-established boutiques, while also mixing in lesser-known, unique elements to create an atmosphere you can only find here. It’s tough competing with shops that carry well-known brands, but I want to establish a solid foundation for a store that also offers things you can’t get anywhere else.”
 

At MIN-NANO, where GORO’s values are deeply embedded, each carefully chosen item carries special meaning. Buying something here creates a new kind of value that goes beyond the item itself.
More than just a place to shop, MIN-NANO offers fresh discoveries through its atmosphere, interior, and selection. Located near the popular area of Shimokitazawa, it’s the perfect place to experience Tokyo’s unique culture. The shop also offers original goods that make for rare and memorable souvenirs.

While GORO isn’t always at the store, you’re lucky if you happen to meet him. Friendly and knowledgeable staff are always available, so don’t hesitate to ask about anything that catches your eye.