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The First CIRCULAR -PLAY-: A Groundbreaking Sustainable Fashion Event

The highly anticipated sustainable fashion event, The First CIRCULAR -PLAY-, is coming back for its second year this January! Hosted by Tokyu Real Estate Corporation, Tokyu Real Estate SC Management Co., Ltd., and Free Standard Co., Ltd., this event will take place over three days from January 30 to February 1, 2026, at two prime locations in the Shibuya area: Shibuya Sakura Stage and Forest Gate Daikanyama.

Major Brand Participation

This event boasts the participation of over 60 brands and companies, making it a massive gathering of creativity and sustainability. Last year's debut at Tokyu Plaza Harajuku was a success, and this year aims to build upon that momentum, offering young adults in their 20s and 30s a hands-on experience with the circular economy of fashion.

With no prior registration required and free of charge (except for some sales), The First CIRCULAR -PLAY- invites attendees to engage with sustainable practices in a vibrant and dynamic setting.

Exciting Activities Planned

This year's event promises an even more engaging format, allowing visitors to experience the repair and redesign of leather shoes or sneakers right on-site. A café serving sustainable drinks will also be part of the activities.

Key Highlights Include:
1. CIRCULAR MIX: Attendees will receive personalized vintage outfit styling advice from staff at prominent stores like Barneys New York, baycrew’s, BEAMS, and SHIPS. This event represents a unique collaborative effort among these major brands.
2. CYCLE CAFÉ: Enjoy organic coffee and other eco-friendly drinks while learning about sustainable consumption. The café highlights innovative brews, such as “bread beer,” made from bread scraps that would otherwise be wasted. Visitors can sip on these delights for free while learning about circular lifestyle choices.
3. FIRST PIECE: Attendees can receive a piece of clothing slated for disposal free of charge, emphasizing the importance of reusing materials.
4. CIRCULAR QUEST: Participate in quizzes that will increase your knowledge of brands prioritizing sustainability. Gain insights into their circular stories, practices related to reuse, recycling, and the philosophies behind their collections through engaging, interactive displays.
5. CIRCULAR CHANNEL: Features large screens displaying the sustainability efforts of participating brands, offering a behind-the-scenes look at repair processes and clothing collection initiatives.
6. MAINTENANCE BAR: On January 30, visitors can have shoes and clothing expertly cleaned and cared for, with services performed by top-tier professionals in the industry, such as those from GMT FACTORY and SNEAKER LAB.

Special Opening Event for the Media

On January 30 at 11 AM, a media opening event will be held at Shibuya Sakura Stage, where representatives from Barbour, Sanjo Shoji, and The North Face will engage in discussions about the role of circular fashion within their business expansion strategies.

Event Details:

• - Date: January 30, 2026, 11 AM - 12:30 PM.
• - Location: Shibuya Sakura Stage, Central Building, 12F.
• - Access: Free, but pre-registration is recommended.

The Event's Mission

The driving purpose of The First CIRCULAR -PLAY- is to offer a platform for the public to connect with sustainable fashion and to encourage a circular economy within this sphere. By interacting with various engaging formats, from styling advice at the CIRCULAR MIX to cultural discussions, the event strives to create a fun yet informative environment where sustainability in fashion becomes a part of everyday culture.

Join Us for This Transformational Experience!

Don't miss out on the chance to immerse yourself in the exciting world of sustainable fashion. With a myriad of activities, expert panels, and hands-on experiences, The First CIRCULAR -PLAY- promises to inspire attendees to rethink their relationship with fashion and the environment.