Zero Gravity is a shop selling fashionable, colorful men's underwear in Harajuku, Tokyo.
Jeans Mate is a discount retailer of jeans and other casual apparel, with 108 locations around Japan, included 36 which operate 24 hours a day. A typical Jeans Mate shop has a tight floor plan, with products overflowing to displays on the sidewalk.
A Jeans Mate location in Shinjuku, Tokyo.
Faced with falling sales in 2008, Jeans Mate took a step in a new direction, opening a new shop rebranded as “Zero Gravity” in the youth fashion center of Harajuku in central Tokyo. The small boutique offers colorful boxer shorts and briefs, retro rock T-shirts, and other casual items. Customers are men in their teens and 20s, as well as young women shopping for gifts for their boyfriends.
Meanwhile, discount retailer Uniqlo has sponsored Tokyo Girls Collection mobile-commerce fashion shows to up its cool quotient.