SHIRO, a brand founded on the philosophy of “creating products we want to use every day,” marks its 15th anniversary in 2024 by embarking on a bold new challenge: striving for zero waste. Central to this mission is “SHIRO with PASSTO,” a POP UP STORE at Shibuya PARCO that celebrates reuse and redefines beauty while emphasizing care for the planet.
The Challenge of “SHIRO with PASSTO”: Expanding a Future Through Reuse
In 2024, SHIRO declared its “15th Year Commitment,” focusing on maximizing the value of limited resources through waste-free production and store design. As part of this initiative, SHIRO launched the “SHIRO Reuse Project” in August, collecting and reusing items such as used glass containers and clothing.
The “SHIRO with PASSTO” POP UP STORE, open at Shibuya PARCO until November 27, serves as a symbol of these efforts. This space features exclusive SHIRO fragrances, reused clothing, and archival collections from domestic and international brands that share SHIRO’s vision.
The Potential of Reused Clothing
The “SHIRO Reuse Project” collects items including clothing, tote bags, and glass containers from locations across Japan, transforming them through careful sorting and cleaning into products with renewed appeal. Clothing, in particular, boasts a high reuse rate while significantly reducing CO2 emissions. This POP UP STORE offers a curated selection of reused clothing chosen by stylists, including pieces showcased at Hokkaido’s “Reuse Fashion Show.”
Exclusive Fragrances for a Sustainable Future
The POP UP STORE also highlights SHIRO’s exclusive fragrances. By reusing glass containers and repurposing fragrance materials that would have otherwise been discarded, SHIRO creates innovative scents that minimize environmental impact while symbolizing a new standard of beauty.
Zero-Waste Store Design
The store’s design reflects SHIRO’s commitment to sustainability. Fixtures and decorations incorporate materials from past stores and dismantled factories. Designed by Hiroyuki Ogura, who specializes in giving new life to discarded items, the store exemplifies this zero-waste philosophy.
SHIRO envisions a future where reuse becomes seamlessly integrated into everyday life. Through “SHIRO with PASSTO,” the brand delivers a new sense of beauty while inspiring others to embrace a sustainable, creative future.
“SHIRO with PASSTO”
Dates: Friday, November 15, 2024 – Wednesday, November 27, 2024
Venue: Shibuya PARCO 1F POP UP SPACE “The Window”
Address: 15-1 Udagawacho, Shibuya-ku, Tokyo
Opening Hours: 11:00 AM – 9:00 PM (Follows Shibuya PARCO’s operating hours)
Shibuya PARCO Website： https://shibuya.parco.jp/
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