SOU・SOU Aoyama: Where Traditional Culture and Crafts Come to Life

The Meaning Behind the Brand's Name

Picture courtesy of SOU・SOU

The origin of SOU・SOU's brand name comes from the commonly-used phrase "sou, sou." This interjection is an affirmation or agreement that is often heard in daily life. The founder named the brand after this phrase because of how uniquely Japanese it is.

"SO-SU-U" is one of the brand's most famous designs. It's a simple numeric pattern used on many of their products. Not only does it look cool, but it was designed to be easily recognizable by anyone regardless of nationality.

SOU・SOU Online Shop

The Features of SOU・SOU KYOTO Aoyama

SOU・SOU has 15 store branches across the country with Aoyama being home to its Tokyo branch.

SOU・SOU Aoyama is frequented by fans familiar with the brand and those interested in Japanese culture. Customers can find their favorite items among the regular lineup and limited-edition products available in-store.

SOU・SOU KYOTO Aoyama’s Limited-Edition Products

The picture above shows the limited-edition jikatabi (split-toe shoes) available at the Aoyama branch. Aoyama, much like its namesake, is characterized by a blue color that will bring a positive mood.

Artisanship Weaving Traditional Materials for Daily Life

SOU・SOU's manufacturing ideology is "to create a brand new Japanese culture." To do so, they specialize in their products designed and made in Japan. Simultaneously, they actively work with studios nationwide alongside highly trained artisans.

They are creating opportunities to re-focus on traditional materials and methods on the brink of disappearing in Japan. This stylish "old meets new" type of mix also empathizes with the modern lifestyle.

1. Jikatabi Footwear

Tabi is the name for split-toed traditional socks worn with kimonos and made with traditional techniques and artisanship. There is also a variety with rubber soles called jikatabi (tabi boots) that can be worn outside like footwear.

SOU・SOU is the only jikatabi brand made exclusively in Japan. They also carry slip-on tabi, tabi tights, and products released in collaboration with famous brands and characters.

Picture courtesy of SOU・SOU

The Boa Tabi Shoes series for their 2022 winter collection is perfect for the chilly season with its warm cotton lining. You have the option of wearing the fabric folded down and clasped to the heel to show the lining pattern.

There's a secret feature to the soles of each jikatabi. While the soles are manufactured to be slip resistant, some soles are playfully designed with hiragana characters. Additionally, each pair has the name of the manufacturer printed on the sole.

2. Socks

The products displayed on this wall are split-toe tabi socks (socks worn inside jikatabi) manufactured in Nara Prefecture, the top sock producer in Japan. Made with a stretchy fabric, they are known for being resistant to wear and tear. They also carry children's sizes, so you can have fun wearing matching tabi socks with your child.

Picture courtesy of SOU・SOU
This is the limited-edition design for the Year of the Tiger 2022. It's a lovely product featuring tigers that pop out.

There is always an array of original designs released seasonally or special events at SOU・SOU.

3. Tenugui Towels

In addition to tabi, they also have an abundant lineup of tenugui (hand towels) made with cotton from Ise, Mie Prefecture.

They are woven by a 250-year-old manufacturer with an invaluable traditional loom. The final product is a tenugui that is vividly dyed using the traditional Yuzen dyeing method and soft to the touch.

4. Clothing

Picture courtesy of SOU・SOU

SOU・SOU sells Japanese-style clothing and Western clothing in their lineup. The Japanese clothing line is easy to wear in daily life, including pockets and a high neckline, while conveying the charming essence of Japanese loungewear.

They're also characterized by archaic words in the products' naming to express the color and fabric. For example, black is written as "nureba" (濡羽) and expresses a color that mirrors a crow with wet wings.

The men's clothing line is called "Kei-i" (傾衣) and comes from the term "kabuki mono", or men who carefully wore eccentric clothing during the Muromachi Period (1333-1572). You can enjoy unique and stylish clothes suited for the "modern day kabuki mono."

5. Stationery

SOU・SOU not only carries clothes and accessories. The brand even has its own stationery line. Some products were made in collaboration with various brands including mt, a masking (washi) tape brand, and KOKUYO CHINA, the headquarters in Asia for the stationery brand KOKUYO.

Picture courtesy of SOU・SOU
The countless variety of stationery in the store—including pencil cases, pens, and notebooks—are functional and practical while decorated with patterns and colors unique to SOU・SOU. All of the products can be easily incorporated into your everyday life.

Ties to Taiwan

To date, SOU・SOU has collaborated with several companies and popular brands in Taiwan such as Eslite Bookstore, PX Mart, Formosa Optical, and 7-Eleven Taiwan.

They have actively received collaboration proposals from several companies thanks to the proximity of Taiwan and their similar cultures.

The Taiwanese collaboration products have a different vibe from their usual lineup. As a result, customers have requested for these eye-catching products be brought to Japan. (Currently, some products are sold at SOU・SOU KYOTO Aoyama.)

Special Discount Available! Buy SOU・SOU Products Online

Are you someone who loves Japanese culture? Or perhaps have a slightly unique aesthetic? Or do you want to be introduced to traditional materials and artisanship? These are the types of people who can't help but be drawn to SOU・SOU. This inspiring brand continues to pass on Japanese culture while adapting to the modern lifestyle.

SOU ・ SOU KYOTO Aoyama store

5-4-24 Minami Aoyama, Minato-ku, Tokyo 107-0062 A La Croce 1F

Main image courtesy of SOU・SOU
In cooperation with SOU・SOU KYOTO Aoyama Branch