SHIBUYA109 lab’s lab.EYEZ project to promote SDGs among Gen Z

Last year, SHIBUYA109 lab’s survey revealed that 40% of youths were not familiar with the term SDGs. One of the conclusions was that while there was awareness of social and environmental issues, these concerns are still distant issues for many youths.

The SHIBUYA109 lab.EYEZ is a new joint project that wants youths to realize how issues are relevant to them too. They will be holding their first pop-up store at SHIBUYA109, which will provide three different experiences to achieve that.

The pop-up store will offer three experiences. The first is “Experience,” where they will sell sustainable tote bags. These bags are not only made from banana fiber, but customers also get to customize their own bags using ribbon that for discarding. The ribbons come from S.I.C. Showroom, a nearby gifts and memorabilia dealer.

An exhibition for “Learning” is also set up, sharing the stances and methods around the topic of sustainable fashion.

Lastly, SHIBUYA109 lab.EYEZ also wants to inspire action. Participants will have an opportunity to write their thoughts and intended actions on a piece of paper to place on a board provided. Of course, how can it be complete without a photo opportunity for participates to share it on their social networks?

Here’s hoping the event will prove successful and move on to something more consistent than just a three-day pop-up store. Details for the store here:

Location: SHIBUYA109, Basement 1, IMADA MARKET
Period: 3rd to 5th December (Friday to Sunday)
Store name: SHIBUYA109 lab EYEZ “EYEZ STUDIO

The SHIBUYA109 lab.EYEZ is a joint project between the youth marketing research institute SHIBUYA109 lab, Mitsui Bussan Eye Fashion and Gen Z students. Its theme surrounds the responsibility in creating and using, and it wants to inspire Gen Z by creating relevance.