DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2026.03.31
A Unique Vintage Shop Specializing Only in Hats and Vases
Nearest Station
"sowhat vintage" is a distinctive vintage shop that deals exclusively in hats and vases. In Shimokitazawa, where many vintage clothing stores are concentrated, the shop deliberately does not carry clothing. Instead, it establishes a unique presence through its focused lineup of “hats” and “vases.” The interior is a refined space where items are arranged like those in a gallery. Around 600 American-made caps from the 1980s and 1990s and approximately 200 vases with an art-like presence are displayed. Visitors can encounter one-of-a-kind items that add both color and a sense of openness to their outfits and everyday life.
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"sowhat vintage" is a vintage shop located along Chazawa Street, a three-minute walk from Shimokitazawa Station. It mainly deals in hats and vases. The owners are Taro Kato and Kasumi Kato, a married couple who worked for many years at vintage clothing stores in Shimokitazawa. When they first opened the shop, they mainly sold clothing. However, sales did not grow as expected, and they struggled. At that time, they realized that removing the “w” from “what” in the shop name creates the word “hat,” which led them to focus on hats. After that, Kasumi began to feel that she had developed fixed ideas about clothing and found it difficult to create new ideas. Around the same time, during the COVID-19 pandemic, she spent more time at home decorating with flowers and began collecting vases. Gradually, she became fascinated by the depth of vases and decided to carry them in the shop.
Kasumi explains: “Hats and vases are not necessarily essential items in interior design or fashion. You can live without them. However, I believe that having them makes life richer and more enjoyable.” Items selected based on this perspective shape the identity of "sowhat vintage."
The shop name is derived from “So What,” a piece by jazz trumpeter Miles Davis, included in the album “Kind of Blue”. Inspired by how the song introduced a new style and was accepted worldwide, they chose the name with the intention of creating something new themselves.
The shop started online in 2019 and opened a physical store at its current location in 2021.
The shop’s paper bag was designed by Kasumi. It was inspired by the advertising visuals of Quentin Tarantino’s film Death Proof. 100 yen.
Taro is in charge of selecting the hats.
Kasumi is in charge of selecting the vases and miscellaneous items.
The exterior of "sowhat vintage" is fully glass-fronted, allowing people to see inside from the street. This creates an atmosphere that makes it easy for first-time visitors to enter.
Upon entering, a bright space based on white tones opens up. Caps are neatly arranged by color, ranging from basic colors such as black and white to vivid colors such as pink, yellow, and blue. Pop-designed vases are also displayed, along with objects and incense holders. Kasumi, whose hobby is visiting art museums, takes inspiration from exhibition techniques such as lighting and spacing between objects. She also arranges the displays while considering the background story of each item.
Further inside, a space with a Japanese atmosphere appears. The shelving with fusuma (traditional Japanese sliding panels) was designed by the two owners. By incorporating Japanese elements, they believe it expands the ways items can be presented, so the interior intentionally blends Japanese and Western styles.
The display encourages visitors to take their time viewing each item, and the space offers an experience similar to a small gallery.
On the left side after entering the shop, street-style caps are displayed, while on the right side, vases from Northern Europe and other parts of Europe are arranged.
At the back of the shop, there is a warm space where knit hats, rare hats, and ceramic and wooden vases and objects blend naturally together. Works by Japanese artists are also subtly displayed, reflecting a strong attention to the interior.
The idea was inspired by a house the two previously lived in, which was over 60 years old and had many fusuma (traditional Japanese sliding panels).
Mirror by Sori Yanagi, one of the leading industrial designers in postwar Japan.
Dice chair designed by Taro Okamoto in 1957.
“sowhat vintage” offers around 600 hats, including vintage caps and beanies, with a wide range of colors and shapes. The main items are caps made in the United States in the 1980s and 1990s. These include corporate logo caps created for promotional purposes, trucker caps worn by truck drivers, official MLB team caps such as the “New York Yankees”, and caps used by film production crews, such as those for “Poltergeist.”
Taro decided to specialize in hats in order to stand out among the many vintage stores in Shimokitazawa.
Regarding the appeal of vintage hats, he explains:“The current shape of baseball caps became widespread around the 1970s. From that time, caps began to be produced as novelty items and company uniforms. In the United States, there is a tendency to create caps for various events. Because of that, there is an extremely wide variety of designs. For example, there are caps embroidered with jokes like ‘I work to pay taxes.’ That kind of playful humor is part of their appeal.”
A selection of hats from various genres, including street, mode, and outdoor styles. They come in a wide range of colors, brim lengths, shapes, and sizes.
Caps from “James Bond 007,” “Poltergeist: The Legacy,” and “The Walking Dead.” Some were sold as promotional items, while others were worn by production crew members.
A trucker cap featuring the logo of the American food wholesaler “Associated Grocer.” It was worn by long-distance truck drivers for advertising purposes and features a distinctive string at the base of the brim.
Among MLB caps, those of the “New York Yankees” are especially popular.
A collaboration cap between “L.L.Bean” and the American hat brand “BULA.” Made in the 1980s, it features a rare design with contour lines of Mount Katahdin in Maine, where L.L.Bean is headquartered. 20,900 yen.
A 1980s oil-treated cotton cap by “Polo Ralph Lauren,” featuring a long brim and no pony embroidery. 32,900 yen.
As many items are rare, please ask a staff member before trying on any caps.
"sowhat vintage" carries vases that reflect design styles popular in 20th-century America and Europe, such as Art Deco, Mid-Century, and Pop Art. Each vase has a presence similar to that of a work of art, rather than simply being a practical item. Art Deco (mainly the 1920s–30s) is characterized by geometric and refined designs. Mid-Century (mainly postwar to the 1960s) features sculptural beauty and designs that make use of natural materials. Pop Art (mainly the 1950s–70s) is known for colorful expressions that incorporate popular culture.
Kasumi explains her selection criteria:
“I prioritize rarity and design quality. Many customers who visit this shop want to carefully choose one-of-a-kind items to bring into their lives. That is why I select items that are not only old, but also reflect the historical background of the time in which they were made and show that they were carefully made. I also consider how widely they are available in the market. When sourcing in the United States, if I encounter something that I might only find once in ten trips, I choose to bring it in. On the other hand, for items that are commonly seen, I carefully evaluate their condition and individuality before selecting them.”
Around 200 vases and miscellaneous items are displayed.
On the fusuma shelving, ceramic and wooden vases in subdued tones are mainly arranged to match the Japanese-style space.
Reflecting Kasumi’s love of animals, vases and incense holders featuring dog and cat motifs are also available.
In addition to vases, many uniquely shaped items are available, such as sneaker-shaped piggy banks and banana-shaped objects.
Vintage keychains, pins, and badges are also available.
A Czech vase from the 1930s, characterized by a symmetrical Art Deco design. 7,900 yen.
A vase by the American glass manufacturer “Viking Glass” from the 1940s–60s, featuring curved forms typical of Mid-Century design. 28,900 yen.
A Pop Art vase from the 1980s–2000s with a unique design modeled after a human foot. 8,900 yen.
Handmade knitted flowers by an artist from Thailand. Popular as gifts. from 1,900 yen.
An incense holder shaped like lips, commissioned from ceramic artist Mayumi Kamide, who is based in Himeji, Hyogo Prefecture. 4,900 yen.
Vintage accessory case from the 90s with miniature magnets attached. This item is from a series that offers a variety of clothing designs, including suits, and is said to be rare among these in such vivid colors. 18,900 yen
At "sowhat vintage," there is enjoyment in expanding styling possibilities starting from hats.
Taro explains:“Compared to modern caps, American-made caps from the 1980s and 1990s have a much wider variety of designs, including color, brim length, and the shape and height of the crown. That is why a single hat can add individuality to styling.”
Kasumi says:“I always try to add a sense of playfulness and a relaxed feel (a deliberate casualness) to a style using hats. If an outfit is too perfectly put together, it can feel a bit uncomfortable. For example, even with a formal outfit such as a jacket, slacks, and leather shoes, simply adding a hat can break the balance and create a more relaxed look.”
The two have long enjoyed fashion across various genres, including street, mode, and outdoor styles. Their selection of hats reflects this sensibility and allows for styling that mixes different elements rather than fitting into a single category. This sense of freedom in styling is also connected to the spirit of “So What”—the idea of not being bound by conventions—which is the origin of the shop’s name.
Taro pairs a corduroy jacket by “Polo Ralph Lauren” layered over a check-patterned shirt in an American casual style, with a rugged 1990s cap from “POLO SPORT.” Kasumi wears a mixed style combining a preppy college knit and military pants with a distinctive pillbox cap from the 1980s “San Francisco Giants.”
Click here to visit our Instagram account!
Cap:https://www.instagram.com/sowhatvintage_shimokitazawa/
Vase:https://www.instagram.com/sowhat_flowervase/
The information in this article is current as of 03/31/2026 (at the time of publication)
