#Japan #Shibuya #SHIRO #Shibuya PARCO #Zero White Cherry

The New SHIRO Shibuya PARCO Store: A Fusion of Sustainability and Style

On June 26, 2025, the highly anticipated SHIRO Shibuya PARCO store opened its doors, marking a significant addition to the vibrant Shibuya district, where local culture collides with global trends. Located on the first floor of the stylish Shibuya PARCO, this innovative store is more than just a shopping destination; it’s a testament to the commitment to sustainability that defines the SHIRO brand.

Sustainable Design at Its Core

The development of the SHIRO Shibuya PARCO store was inspired by an encounter with a company in Osaka that has focused on clothing recovery and reuse for over 60 years. One of the standout features of this new store is its use of recycled felt, created from discarded clothing that can only be used as thermal fuel. By transforming this mixed material alongside recycled polyester into a new and sustainable product, SHIRO has beautifully decorated the store’s walls and fixtures. These eco-friendly design choices reflect a deep commitment to promoting a circular economy in fashion.

Typically, materials suitable for recycling must be mono-material, such as PET plastics. In the textile world, most clothing consists of various fibers—like cotton and polyester—making recycling a complex issue. As such, many garments often end up in the reuse market due to their inability to fit within standard recycling processes.

At SHIRO, the creation of this new material symbolizes the potential of reusing textiles otherwise destined for waste. The beige-toned felt, accented with vibrant colors, serves as a striking visual element, embodying the brand's ethos of repurposing materials while simultaneously fostering creativity.

As patrons enter the store, they are greeted by a unique rectangular SHIRO logo crafted from recycled felt, arranged akin to tiling. Plans are underway to incorporate SHIRO's signature scents into the felt products, creating a synergistic experience for customers that will harmoniously blend fragrance with aesthetics.

Exclusive Fragrances to Celebrate the Opening

In celebration of the store's opening, SHIRO has launched a limited-edition fragrance called “Zero White Cherry.” This captivating scent beautifully strikes a balance between youthful charm and adult sophistication, making it an ideal match for the store's design. The fragrance features sweet, refreshing notes that invoke a sense of summer and have been crafted from surplus fragrance materials and containers, emphasizing SHIRO's commitment to sustainability.

SHIRO has also introduced two unique fragrance products: a shimmering eau de parfum and a refreshing hair mist. Each product is designed to encapsulate the essence of spring and summer, enhancing the overall shopping experience at the new location.

The Zero Collection: A Commitment to Sustainability

The Zero Collection epitomizes SHIRO’s dedication to sustainability, made from surplus materials and reclaimed containers. The “Zero White Cherry” fragrance includes top notes of cassis and apple and gracefully transitions into a floral bouquet featuring jasmine and rose. This artisanal fragrance extends beyond mere scent, inviting customers to engage with the ethos of sustainable consumption as they shop.

Additionally, the uniforms worn by in-store staff are another example of SHIRO's innovative approach. The light blue shirts that were initially destined for disposal due to stains have been given a new lease on life through natural dyeing techniques using birch, grape skins, and coffee beans. In time, this initiative will extend to uniforms across all SHIRO locations.

A Cultural Hub in the Heart of Shibuya

Situated in the heart of Shibuya—an epicenter for fashion, art, and music—the SHIRO Shibuya PARCO store aims to become a space where customers can discover premium skincare, makeup, and fragrances. The team hopes that this store will provide countless opportunities for individuals to connect with the SHIRO brand, fostering a sense of community and shared values in sustainability.

With each unique product and the care that goes into both the shop and its offerings, SHIRO Shibuya PARCO promises to be a bright spot for customers seeking eco-conscious beauty solutions. As SHIRO continues to expand, it embraces a future where fashion does not compromise sustainability, serving to inspire both local and international shoppers.

Additional Store Highlights

The architectural design of the SHIRO Shibuya PARCO store was led by Hiromu Ogura of DRAWERS, emphasizing a blend of beauty and functionality while adhering to the principle of responsibility in creation. Ogura’s vision does not only reflect the essence of SHIRO but also contributes to a broader narrative of sustainable design that can engage future generations.

This groundbreaking store in Shibuya is just one of SHIRO’s many initiatives to promote ethical consumerism, with plans to roll out similar strategies nationwide.

Visit Us

SHIRO Shibuya PARCO
Address: 15-1 Udagawacho, Shibuya, Tokyo
Phone: 03-6416-1946
Hours: 11:00 AM – 9:00 PM
For more details on product offerings and store hours, please check the Shibuya PARCO website.

SHIRO, which began with the vision of creating products for everyday use, now stands as a brand that intertwines beauty with responsibility. With a commitment to solving contemporary issues through innovative practices, they look to the future while carving a path towards environmental mindfulness.

Whether you're in the heart of Tokyo or exploring their online store, experience SHIRO’s world—where beauty and sustainability embrace.