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Experience Sustainable Fashion: The First CIRCULAR -PLAY-

Eastern Japan Independent Real Estate Company, along with Free Standard, is set to host the second edition of the sustainable fashion event, The First CIRCULAR -PLAY-, from January 30 to February 1, 2026. Located at the Shibuya Sakura Stage and Forest Gate Daikanyama, this event focuses on the circular economy in fashion, targeting participants in their 20s and 30s.

What is The First CIRCULAR?

The event aims to introduce attendees to the concept of a sustainable circular economy in fashion. The first edition took place at Tokyu Plaza Harajuku in 2025, successfully engaging a variety of brands and partner companies. They collaborated to suggest the first steps toward embodying sustainability as an everyday culture.

Accessibility is a significant feature, as it will be held at Shibuya's commercial facilities, offering free entry (excluding certain sales activities), making it easy for anyone interested in fashion and the environment to participate.

In this year's edition, attendees will have the opportunity to experience on-site repair services for their leather shoes and sneakers and enjoy sustainable beverages at a dedicated café. The event is organized by Free Standard, a company specializing in recommerce support for brands. With over 60 participating companies, various content will help attendees experience fashion's circular economy through enjoyable activities focusing on repair, reuse, and recycling.

Event Highlights

Shibuya Sakura Stage

• - CIRCULAR MIX: A unique opportunity for attendees to receive personalized second-hand styling advice from staff at participating select shops such as BARNEYS NEW YORK and BEAMS. Reservations will be prioritized, and the online booking form can be found here.

• - CYCLE CAFÉ: A café offering eco-friendly drinks, including organic coffee and innovative 'bread' beer crafted from bread trimmings. Attendees will receive limited free samples.

• - FIRST PIECE: Participants can receive a piece of clothing that was destined for landfill, promoting the importance of reducing waste.

• - CIRCULAR QUEST: A quiz game allows attendees to learn more about participating brands and their circular stories while also expanding their knowledge of sustainability using engaging quiz questions!

• - CIRCULAR CHANNEL: A large monitor will showcase sustainability initiatives by participants, creating an immersive experience of actual repair work and collection processes.

• - MAINTENANCE BAR (Day 1 only): On January 30, attendees at Shibuya can access maintenance and cleaning services for clothing and footwear.

Forest Gate Daikanyama

• - CIRCULAR STORE: A pop-up store by Baikurosu and SHIPS featuring officially reused products. This store promotes a circular fashion marketplace.

• - MAINTENANCE BAR (Days 2 and 3): Demonstrations of how to re-wax Barbour jackets and services by SNEAKER LAB and GMT FACTORY will be available, showcasing eco-friendly cleaning techniques.

Media Opening Event

A special opening event for media representatives will be held on January 30, featuring a panel discussion with brands like Barbour, Sanyo Shokai, and THE NORTH FACE. This session will discuss the role of circular fashion in business expansion.

Event Details:

• - Title: The First CIRCULAR -PLAY-
• - Dates: January 30 (12 PM - 6 PM), January 31 and February 1 (11 AM - 6 PM)
• - Venue: Shibuya Sakura Stage and Forest Gate Daikanyama
• - Cost: Free entry (some activities may incur charges)

For further details and updates, please check the event website. The event is a perfect opportunity for everyone who is curious about sustainable fashion practices and interested in learning how they can contribute to a more sustainable world.