SHOKAY launches two projects Destination Shop Circle" x Support Program for Clothing Stores in Town

DGBH (operated by Doubletree Co., Ltd.; Head office: Sapporo, Hokkaido; Representative Director: Tamiko Hayashi), which proposes "Mindful Style x Happy Closet," will launch two new projects in collaboration with SHOKAY, a regenerative material brand focusing on "yak" material, and other unique stores nationwide. The company will launch two new projects in collaboration with stores across the country that are brimming with individuality. These are the "Destination Shop Circle" and the "Town Clothing Store Support Program.

Destination Shop Circle" and "Town Clothing Store Support Program

SHOKAY launches two projects.

PROJECT 01 Destination Shop Circle

What is a "destination store"?

A "destination store" is not simply a place to buy products, but a place where experiences, spaces, and dialogues are created that make it worth going out of one's way to visit. The three essential elements are as follows.

＜A unique experience.

An experience that allows customers to not only buy goods, but also to enjoy the store's unique space, atmosphere, conversation with the owner, and local scenery as a set.

<The store owner's aesthetic sense

Not just the best-selling items available anywhere, but "unique items" selected by the owner with his/her own feet and eyes.

＜Unexpectedness of location

Not necessarily in a convenient location in the city. It doesn't necessarily have to be in a convenient location in the city, but a location that is unexpected and makes you wonder, "Why such a place?

Partner Shops for this Winter Season

hue cross, Niseko Town, Hokkaido

A café and select store. In the rich natural environment of Niseko, the shop proposes a lifestyle through the daily contact point of a café. Curated through the sensibility of the store's owner, it serves as a community hub where local residents and tourists mingle.

Eshikaruya, Kamakura City, Kanagawa Prefecture

An ethical select store. With the slogan "Smiles for makers, sellers, and buyers," it is a hub for carefully conveying products with a story to the public. It is supported as a place to create a deep dialogue in the cultural area of Kamakura.

Participation and Information Requests

Dear SHOKAY fans

Please let us know your favorite "destination stores" in your neighborhood! We are collecting information on local specialty stores from all over Japan.

To store owners and proprietors

If you are interested in carrying SHOKAY items, please feel free to contact us at the contact information below.

For inquiries, please contact us at

Email: office[at]dgbh.jp

(*Please replace [at] with @ to prevent spam)

PROJECT 02 SHOKAY: Program to Support Clothing Stores in Town

Background and Objectives of the Program

Similar to bookstores, the number of street clothing stores and independent clothing shops is currently in sharp decline throughout Japan. In the past, "town clothing stores" were trusted concierges, where store owners who knew the body shape and tastes of their customers could offer clothing suited to each individual, and were places of cultural exchange where daily conversations among neighbors could take place. Concerned about this situation, DGBH-SHOKAY has long wanted to support clothing stores in towns and private stores throughout Japan.

Now we are launching a full-fledged "SHOKAY Support Program for Town Clothes Stores," where we aim not only to sell SHOKAY items, but also to work together to transform them into "destination stores" that become community hubs where people gather and where the store owners have their own ideas and aspirations.

Seven services and benefits

Stores participating in this program will be provided with the following multifaceted support

1. risk-free product introduction

Product deployment in the form of consignment sales with minimal inventory risk. Flexible lineup composition according to the season. 2.

2. provision of storytelling tools

By lending story panels and raw wool samples that convey the rarity of yak and the nomadic lifestyle of the nomadic people, we will create an environment in which store owners can be storytellers for the brand. 3.

(3) Linkage with knitting workshops

A knitting workshop using SHOKAY yarn will be held. This will create a "reason to stay" and "conversation" in the store. If necessary, a knitting instructor will be dispatched.

(4) Happy Closet Seminar

Seminars and workshops based on the "How to Create a Happy Closet" book proposed by DGBH representative Tamiko Hayashi, with content based on articles in the DGBH Magazine NOTE series.

5. digital and analog PR support

We will introduce the store in SHOKAY's official media, create leads for fans in distant areas to visit the store, and provide support for SNS transmission.

6. building a nationwide network

We operate an online salon that connects like-minded individual stores nationwide. We share best practices such as PR and display innovations to turn isolated "dots" into "surfaces.

7. storytelling training

SHOKAY representatives and staff give direct lectures to store owners on the background of materials and the social business system. We support them to tell their stories in their own words.

Inquiries and participation in the program

Target Stores

Store owners of individual stores, select stores, and clothing stores nationwide (regardless of size or location)

Participation fee

Details to be determined upon consultation. Initial costs can be reduced due to the consignment sales format.

For inquiries, please contact us at

Email: office[at]dgbh.jp

(*Please replace [at] with @ to prevent spam)

～ Concluding Message

In the past, the "clothing store in town" was a small, warm social gathering place where people could enjoy conversation with the owner, a place that was close to the lives of local residents, and a place where they could think together about what piece of clothing they needed for the season. We hope to awaken the "memory of the place" through the warmth of SHOKAY's yak. From a place where things are sold to a place where thoughts gather. We hope to weave a new townscape together with store owners from all over Japan. Tamiko Hayashi

About SHOKAY

SHOKAY is the world's first regenerative material brand focusing on yak, a social business founded in 2006 by two female students studying international cooperation at Harvard University's Kennedy School of Government with the aim of solving poverty issues among the Tibetan people. As a pioneer of ethical knitwear, their founding story was published in the book "Sekai wo Chan Kaeru Oshigoto" (Kodansha, 2010).

Only 100 grams of yak hair can be harvested from one cow per year, making it a rare material. It is said to be more heat-retaining than cashmere and less likely to form hairballs due to its excellent breathability and flexibility. The company produces and sells high-quality knit products and yarns while ensuring traceability. The brand contributes to the achievement of 12 of the 17 UN SDGs.

URL: http://shokay.jp

About DGBH

In 2010, DGBH produced "DGBH (DoGood, BeHappy!)," a one-year limited select store at Omotesando Hills that proposes an ethical lifestyle centered on SHOKAY. Since then, she has developed a wide range of businesses, including seminars, travel planning and management, product planning and development, and content creation, based on the concept of "living a happy life while enjoying a mindful lifestyle.

She is currently writing a series of articles in NOTE on the theme of "Happy Closet - ABC of Mindful Style" from the viewpoint of regenerative fashion that enriches and revitalizes the mind and life, and how to create a happy closet where clothes invite good fortune.

URL: https://note.com/dgbh/m/m43a5d530f1fc

Company Profile

Company name: Doubletree, Inc.

Location: Chuo-ku, Sapporo, Hokkaido

Representative Director: Tamiko Hayashi

Establishment : July 8, 2008

Main Business: (1) Sole distributor of ethical yak material brand "SHOKAY" in Japan

　　　　　　(2)Content planning and production business "DGBH (DoGood, BeHappy!)

　　　　　　Operation of seminars and travel plans under the theme of "Mindful Style × Happy Closet," product development, and content production.

　　　　　　DGBH operates seminars and travel planning, develops products, produces contents and disseminates information under the theme of "Mindful Style × Happy Closet".

　　　　　　(3) Vacation and vacation house business

　　　　　　We are developing "Okusasu Cottage," a cottage for rent in Niseko Town, Hokkaido, that combines forest therapy and retreats.

　　　　　　(3) Vacation/Working house business: "Okusuri Farm" (in preparation), a cottage for rent in Niseko Town, Hokkaido, combining forest therapy and retreats.

Profile of Representative Director Tamiko Hayashi

After working for a foreign entertainment company, a publisher of VOGUE NIPPON, and in PR for European and American fashion brands, she established the NPO "Social Concierge" in 2007. She has practiced yoga and meditation for over 30 years and has completed the Tatsumura Yoga for Health Teacher Training Course. She is certified as a forest therapy guide in the United States. She has also completed the "Forest Medical Trainer" training course certified by Shinano-cho, Nagano Prefecture, and is a member of the Shinano-cho Forest Therapy Study Group "Hitotsuki no Kai". Currently, she is preparing "Okusuri Farm," a one-room retreat cottage offering forest therapy programs in Niseko Town, Hokkaido. On her Instagram page, she shares her daily life in Hokkaido, living in Sapporo and Niseko.

URL : https://www.instagram.com/tamikohayashi/

Instagram: @tamikohayashi

Please contact us in advance when reprinting or quoting the content or photos in this release, noting "Doubletree, Inc." as the source.