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Shinjuku Lanes Crafting Sustainable Elegance with a Tokyo Twist | London Accessory Week

Tell us a little about you and your brand. Who are you, and what products do you design for your brand?

My name is Jennifer Yamamoto and I’m the Founder of Shinjuku Lanes – a London-based accessories brand inspired the city-meets-nature aesthetic of Tokyo. We create unique accessories that combine urban design with sustainable, planet-friendly materials.

I was born and raised in London but have Japanese heritage and fall back in love with the country every time I visit, especially Tokyo. The fashion, the unmistakable buzz of the city and the attention to detail – even in the most unassuming places – is awe-inspiring.

I design all of our products and manage the development process, from concept through to sample production and bulk manufacture. Our accessories include scarves made from recycled plastic bottles and sarongs made from bamboo.

Image: Shinjuku Lanes founder

What are your sources of inspiration?

I have so many sources of inspiration, but they include:

- Places I’ve travelled to

- Colours and textures found in nature

- Japanese women, many of whom have such a distinctive sense of style

- Runway trends

- Art exhibitions

How would you describe your design/product concept?

The REplaid scarves are a collection of four oversized plaid scarves made from recycled plastic bottles, which may have otherwise ended up in landfill. They’re bold, pillowy soft and a contemporary take on a classic design, perfect for wrapping up in style this winter.

Do you have a signature style? Tell us more about your most popular designs.

Our style is bold, contemporary and colourful. Our best-selling style has been our Santorini Bamboo Sarong & Scarf, which has an abstract cobalt blue print with an inky effect, reminiscent of the Greek Islands. It’s super soft and breathable, so works as both a beach sarong or a lightweight scarf for spring.

Image: Shinjuku Lanes favourite design

Do you have a muse? Who are they? Why are they your muse?

Alexa Chung. She has such an inate sense of style and individuality, plus she carries it off with this quiet confidence that I love.

Tell us one secret that not many people know about your products or services?

We make sure products reach our customers with as little impact on the planet as possible. That’s why we offset the carbon footprint of all UK deliveries within the UK, plus our packaging is 100% biodegradable.

What do you enjoy doing when not creating and providing your products or services?

I absolutely love to travel and for the next year or so, I’ll be living nomadically between Europe, Southeast Asia and New Zealand. I’m very lucky that that’s possible with what I do and after a lifetime of living in London, a stint abroad feels very overdue!

Image: Shinjuku Lanes scarves


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