DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2025.12.07
A select shop offering outdoor gear that fits seamlessly into everyday life
Nearest Station
UNBY GENERAL GOODS STORE HARAJUKU offers the popular original bag brand "AS2OV" and its contents. This rugged store, which stands out in Uraharajuku, offers not only outdoor items, but also apparel and lifestyle gear for daily use. Of course, the full lineup of AS2OV products, which only a directly managed store can offer, is a highlight. The store is like a secret base where lovers of all things gather.
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"UNBY GENERAL GOODS STORE HARAJUKU" focuses on the original bag brand "AS2OV", while also proposing the “contents” that go inside those bags. The store name comes from the Japanese phrase “ee anbai” (meaning “good balance”), and the selection emphasizes versatility, offering items useful not only for outdoor activities but also at home and in everyday life. Even people new to camping may be drawn to the visually appealing gear, which the shop presents as items that work well in a living room setting. One representative item is the low-profile rover chair, designed for both camping and home use. It embodies the idea of gear that requires no extra storage and can be used daily. The store also carries a variety of apparel that balances everyday wearability with functionality, including an exclusive down jacket made in collaboration with NANGA.
Apparel, bags, and shoes are displayed at the entrance, leading into the store’s deeper interior.
The popular “38 Lantern,” customizable with various parts, casts a gentle glow perfect for enhancing campsite ambiance. (¥6,930)
Stationery and small lifestyle items line the shelves at the back of the shop.
A rare courtyard space in Harajuku is used to display camping gear.
The four-stage reclining rover chair can also function as a simple cot. Waterproof and highly expandable via optional parts, it’s a piece of gear you can easily use at home. (¥26,400)
An exclusive NANGA down jacket featuring detachable sleeves and hood, made with NANGA’s “auroraTEX.” Can also be worn as a vest and works across three seasons. (¥78,100)
Among the many distinctive shops in Ura-Harajuku, "UNBY GENERAL GOODS STORE HARAJUKU" stands out with its rugged and imposing exterior. The store places particular emphasis on its displays: pegboards, pipes, lockers, and other industrial elements create an interior that highlights the appeal of gear. The iconic perforated pegboard expresses the store concept of “bags and what goes inside them,” while also offering ideas for home storage. For gear enthusiasts, it’s the kind of space where you might end up spending far more time than expected.
An exterior decorated with plants and gear, naturally drawing in outdoor lovers.
The symbolic pegboard display also provides ideas for home gear organization.
Camping gear is displayed in the courtyard, creating a refreshing contrast within the city.
The back area of the store centers on AS2OV bags, along with practical camping equipment such as coolers and insect repellent items.
As a direct-managed flagship, "UNBY GENERAL GOODS STORE HARAJUKU" offers the complete lineup of the original brand AS2OV. The wall-to-wall bag display is overwhelming, allowing customers to compare everything—from classic pieces to the latest models—at a glance. A flagship series, EPIC, uses a modular system that lets you dock sachets and pouches onto the main backpack. Capacity and functionality can be adjusted to suit the situation, whether camping, traveling, or on business trips. The store also offers items crafted with impressive attention to detail, such as the Alberton Canvas Tote, made with densely woven canvas produced on vintage shuttle looms.
A full display of AS2OV bags showcases both functionality and design.
AS2OV EPIC Series. Modular system that allows docking of pouches and daypacks to the main backpack. The functionality can be expanded depending on the situation, such as camping or traveling. The system can also be used freely, for example, by separating the sacochete from the backpack when you are on site. (From right to left: backpack, 74,800 yen; backpack S, 52,800 yen; sakosh, 15,400 yen; daypack, 24,200 yen)
The 25 oz. duck fabric is densely woven on a vintage loom and has enough bounce to stand on its own. The bottom is made of waterproof PVC and can be placed on the ground without hesitation. A flap is also attached to cope with sudden rain.
AS2OV bags are used in a wide range of situations by users, from daily life to leisure and business.
Example of packing with mats and sleeping bags attached externally and docked pouches, etc.
The iconic model of AS2OV's iconic DOBBY series, the CORDURA DOBBY 305D BACK PACK is made of our original CORDURA® 305d fabric woven on a dobby loom, which provides high durability and a unique fabric feel. The back side is treated with twice the usual amount of polyurethane for a tougher, more comfortable feel. It is suitable for a wide range of uses, from travel to town use. Cordura Dobby 305D backpack: ¥40,700
The unique sheen of dobby weave is appealing.
The left shoulder harness has a pocket for earphones and other items.
CORDURA DOBBY 305D 3WAY BACK PACK M（¥42,900） A business-friendly 3-way square backpack. It combines the toughness of the original DOBBY material with suitcase-style wide opening functionality. Includes an independent PC compartment.
It can be used in three ways: backpack, shoulder, and handheld.
The shoulder harness can be put together out of the way for shoulder or hand-held use.
WATERPROOF CORDURA 305D ROLL BAG（¥37,400） Made with the three-layer material “UNBY-TEX,” offering over 20,000 mm of water resistance. A back zipper provides direct access to the main compartment. Fits up to a 13-inch laptop.
Seam taped in key areas to enhance waterproofing.
The PC pocket is made of raised material for cushioning.
CORDURA STANDARD MESSENGER（¥30,800） A 30L messenger bag made with an original waterproof and breathable fabric. Features a reversible strap and multiple storage options, making it ideal for business or daily commuting.
The shoulder can be removed and adjusted left or right so that the bag can be worn on either shoulder. There is also a sub-strap to prevent the bag from shifting.
The original waterproof and breathable material CORDURA FINE TEX, co-developed with CORDURA®, is used. It boasts a water pressure resistance of 8,500mm, making it tough to use even in bad weather.
CORDURA STANDARD SACOCHE（¥13,200） A functional sacoche made from waterproof and breathable fabric. Includes a hidden drink holder on the back, a magnetic flap, and a reel-type carabiner—details unique to AS2OV.
The drink holder pulls out from the back of the bag. A good point is that bottles can be stored on the outside, so they do not overwhelm the capacity inside.
The front pocket has a carabiner that can be extended with a reel. Quickly retrieve keys and small items.
The information contained this article was correct as of December 07, 2025 (the time of publication).
