DEEPTOKYO
magazine
EN
DEEPTOKYO
magazine
EN
2026.04.02
A Heritage Sports Brand Brings a Fresh Perspective to Fashion-Forward "Shibuya"
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With more than a century of history, "MIZUNO" is a long-established Japanese sporting goods maker. At "MIZUNO SHOP SHIBUYA PARCO," the brand presents sneakers as fashion items. Through its refined industrial interior, store-exclusive products, and thoughtful styling advice from the staff, this heritage sports brand shares a fresh fashion perspective.
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This is a fashion-focused store by "MIZUNO," a long-established sporting goods maker with a history of nearly 120 years. From "Shibuya PARCO," the brand showcases "MIZUNO SPORTSTYLE," a line that blends fashion with technology developed through performance footwear and reworks it into shoes for everyday wear.
The current "Shibuya PARCO" reopened in 2019 after a major renewal. In addition to cutting-edge fashion, visitors can also enjoy art, anime, and notable restaurants, making it a place where they can experience many facets of Japanese culture.
The "WAVE PROPHECY MOC" helped "MIZUNO" gain broad recognition among fashion-minded shoppers. It combines a moccasin-style upper with the "WAVE PROPHECY" sole, which incorporates "MIZUNO WAVE," a signature technology that symbolizes the brand’s heritage and innovation as a performance label. The model has since been discontinued and is no longer available for sale.
The store interior is extremely simple, built around industrial elements so that the sculptural beauty of the sneakers can stand out. The lineup is extensive, centered on eight models and around 42 styles, including color variations. Highlights include the high-tech "WAVE PROPHECY LS," equipped with the proprietary "Infinity Wave" technology, and the "WAVE RIDER 10," a revival of a running model that first debuted in 1997. The "Shibuya" store is especially known for carrying a wide range of collaboration models, and at the time of our visit, the shelves featured releases created with Germany’s sneaker boutique "AFEW" and Singapore-born global sneaker artist "Mr. Sabotage," among others. T-shirts available only at the "Shibuya" store are also popular as souvenirs from Japan.
The interior has an industrial look, defined by exposed concrete floors and columns finished with corrugated panels.
This collaboration sneaker with "AFEW" stands out for its color palette inspired by a settlement in a desert region and for the cord that wraps around the collar."MXR AFEW" ¥19,800 (scheduled for release in December 2025)
A T-shirt available only in "Shibuya," designed with "Shibuya Scramble Crossing" in mind, ¥5,000
Opening a store in "Shibuya PARCO," a fashion complex that has shaped trends for more than 50 years as a hub for fashion and culture, carries special meaning for the brand. That is why the staff on the shop floor are highly attuned to current style. They can show customers how to style shoes equipped with cutting-edge sports technology as fashion items, and their thoughtful suggestions satisfy even highly fashion-conscious shoppers.
The wave-shaped "Wave Plate" sole, which combines futuristic design with functionality, is synonymous with "MIZUNO."
Staff members with a strong grasp of fashion can offer advice on how to wear performance shoes as fashion items.
An icon of "MIZUNO" and a pinnacle of functional beauty: the "WAVE PROPHECY LS," ¥27,500
Its inventive midsole, built from two overlapping plates, creates exceptional cushioning with an almost floating feel thanks to its hollow structure.
A revival of the 10th generation of a classic running shoe. With store-exclusive colorways and versions made with "CORDURA®," a military-spec durable fabric, it offers a rich variety of options. "WAVE RIDER 10" ¥18,700
The design is characterized by the atmosphere of retro running shoes from the 2000s, the so-called Y2K trend. The MXR is the perfect first pair of Mizuno shoes, with its complex construction combining mesh and suede at an affordable price point.
The information contained this article was correct as of 04/02/2026 (the time of publication)
