Circular Play event brings circular fashion to Shibuya

A three-day event “The First CIRCULAR -PLAY-” will  be held across Shibuya Sakura Stage and Forestgate Daikanyama from 30 January to 1 February. The purpose of the event is to provide younger generations with hands-on experience in the circular economy in fashion industry. After a successful inaugural run in Harajuku, this second edition will involves more than 60 brands and companies, offering activities ranging from professional garment repair to styling advice using second-hand clothing.

The event has a main focus on consumers in their 20s and 30s, to make sustainability a familiar part of daily culture for them. Utilising commercial facilities within the Greater Shibuya area (a 2.5-kilometre radius from Shibuya Station), the organisers intend to lower the barriers to entry for circular practices. The programme encourages participants to engage with repair, reuse, and recycling through interactive content rather than mere observation.

At the Shibuya Sakura Stage venue, a highlight titled “Circular Mix” features a rare collaboration between four major Japanese retailers: Barneys New York, Baycrew’s, Beams, and Ships. Shop staff from these companies will provide personalised styling advice by blending second-hand items with current collections.

The venue also hosts the Cycle Cafe, which serves sustainable beverages such as “bread beer” brewed from discarded bread crusts and domestic organic wine. To further promote circularity, the “First Piece” initiative will give away items originally destined for disposal to visitors for free, encouraging them to extend the life of these garments.

The Forestgate Daikanyama site features the Maintenance Bar, where visitors can witness and experience professional garment care. This includes re-waxing demonstrations for Barbour’s signature jackets and sneaker cleaning services by Sneaker Lab, which uses 100% biodegradable biotechnology. Additionally, GMT Factory will provide shoe-shining services by professionals.

A joint pop-up store by Baycrew’s CIRCULABLE SUPPLY and Ships SHIPS CYCLE MARKET will also offer official reuse products, demonstrating the growing viability of the secondary market within mainstream retail.

An opening ceremony on 30 January at Shibuya Sakura Stage will feature a panel discussion with representatives from Barbour, Sanyo Shokai, and The North Face. The session will explore the strategic role of circular fashion within business expansion and the practical steps these brands are taking toward sustainability. It will showcase the “real” side of the industry, including repair workshops and garment collection warehouses, and deepen consumer understanding of the philosophy behind the brands they wear.

While admission to the event is free, certain activities such as the styling sessions require prior booking, and specific maintenance services or retail items involve a fee.