STAYGOLD Launches New Brand 'WASTE_NOT' with First Store Opening in Nagoya

STAYGOLD Launches New Brand 'WASTE_NOT'

STAYGOLD, a company known for its innovative brand reuse initiatives, is set to launch a new label, 'WASTE_NOT', embodying the philosophy of 'NEXT REUSE CULTURE'. This exciting venture will kick off with an online shopping platform opening on April 14, 2025, followed by the grand opening of its first physical store in Nagoya on May 3, 2025.

The Essence of 'WASTE_NOT'

The label's name, 'WASTE_NOT', derives from the popular saying, 'Waste not, want not', highlighting the importance of valuing possessions through reuse. STAYGOLD has consistently offered specialized brand reuse services since its inception, and this label aims to create a comprehensive platform where users can experience a variety of reuse options. By combining diverse services, WASTE_NOT promises a rich selection of quality products, ensuring customers can discover new treasures both when buying and selling.

Service Offerings

1. Brick-and-Mortar Store

The WASTE_NOT store will open in Nagoya on May 3, 2025. This location will feature carefully curated items that have met STAYGOLD’s stringent quality standards, assessed by expert buyers. Additionally, knowledgeable reuse concierges will be on hand, offering guidance for first-time users. Known for its rich cultural regard for fashion and lifestyle, Nagoya provides the perfect backdrop for introducing cutting-edge reuse services.

1st Floor

- Rare Finds for All: The first floor will be dedicated to showcasing a diverse array of brand goods, featuring both street and high-end fashion items for all genders.

2nd Floor

- Vintage and Sneakers Encounter: This level will flaunt a collection of vintage pieces and exclusive sneakers, with staff well-equipped to share the history and background of each product.

3rd Floor

- Buying and Selling Solutions: The top floor will present luxury brand handbags, high-quality jewelry, and more, along with personal buying booths where concierges will advise on the optimal times to buy and sell items through market insights.

Store Details

- Store Name: WASTE_NOT Nagoya Store
- Address: 〒460-0008 Aichi Prefecture, Nagoya, Naka-ku, Sakae 3-27-26, JE Sakae 327 Building
- URL: WASTE_NOT Official Site
- Nearest Station: 5-minute walk from Yabacho Station on the Meijo Line
- Business Hours: 12:00 PM - 8:00 PM; Buy-back hours: 11:30 AM - 7:30 PM

2. E-Commerce Store

The WASTE_NOT EC site, available from the launch, will offer a wide array of over 200 branded items, including luxury brands, vintage products, silver accessories, and signature sneakers through various labels like BRING, BRING KICKS, and more. The online mall aims to deliver joy through discovering desirable products that meet diverse styles and price points, enhancing the customer's purchasing experience.

- EC Site URL: WASTE_NOT Online Mall

3. Mobile Application

Scheduled for a 2025 launch, this application will feature a portable version of the brand reuse service, connecting users to both the physical store and the EC site and offering personalized product recommendations and a seamless reuse experience wherever they are.

Conclusion

Under the guidance of Project Leader Hiroyuki Masaki, STAYGOLD envisions 'WASTE_NOT' as a transformative movement in the reuse culture—evolving the notion of reselling from a mere transaction into a thoughtful process of rediscovering and creating new value. STAYGOLD is committed to fostering a fresh cultural environment around reusing products, aiming to make such choices a regular part of daily life. With the first steps laid out in culturally rich Nagoya, the initiative strives to communicate that reusing items can be not only practical but also enjoyable. By promoting their vision of 'NEXT REUSE CULTURE', STAYGOLD is dedicated to reshaping consumer behavior toward a more sustainable future and enabling everyone to embrace reuse as a norm.