First Flagship Store Open – SOUND OF SUNRISE

“SOUND OF SUNRISE” – the lifestyle sports brand by Yasuhiro Mihara, the designer of Maison MIHARA YASUHIRO – will open its first flagship store at MARINE & WALK YOKOHAMA on 5th June.

Without being bound by the conventional notion of sportswear, the space incorporates the elements of music, art, street culture, and sustainability into sportswear.
In Yokohama — a city with unique character — these elements intersect to create a new standard of lifestyle.

Blending refined calmness with the energy of the streets, the space goes beyond the framework of a conventional retail store, offering a place where contemporary culture and community naturally come together.

SHOP CONCEPT

Locating at the seaside, the space is designed to feel its culture with the flow of air.
Centered around custom OSB plywood fixtures, the interior features an industrial aesthetic that highlights the raw texture of the materials.
Equipped with large speakers, monitors, DJ equipment, and the iconic sound system installed bike “Sound Chari,” the store offers not only shopping, but also an immersive cultural experience.

SUSTAINABILITY / NO SHOPPING BAG

At SOUND OF SUNRISE YOKOHAMA, new single – use shopping bags will not be provided at S.O.S new store.
Instead, the store introduces two circular initiatives:

ECO BAG: In collaboration with travel gear brand TO&FRO, eco bags made from high-spec fabrics that fell outside standard production are available for purchase, giving new life to otherwise unused materials.
REUSE BAG: The store also installs the “SOS BAG POOL,” a collection point for unwanted eco bags. Collected bags will be cleaned and maintained before being redistributed free of charge to customers in need.

MUSIC × STREET / Sweep Out Streets

Expanding activities beyond the physical store, SOUND OF SUNRISE YOKOHAMA will host a monthly community event titled “SWEEP OUR STREETS,” having the same initials as the brand’s abbreviation, “S.O.S.”

Led by the symbolic bike “S.O.S Sound Chari” introduced for the flagship store, participants will walk through the city while playing music and collecting litter throughout the neighborhood.
The initiative aims to involve the local community and transform cleanup activities into a more positive and culturally engaging experience.

ART / ZINE

The brand also plans to publish and distribute a ZINE series irregularly in collaboration with artists, focusing on Yokohama’s local culture and atmosphere.

The memorable first issue is produced with artist “DOKIDOKI CLUB.”
The special edition features artworks that reinterpret the scenery, everyday life, subtle discomforts, humor, and underlying edge of Yokohama through the artist’s distinctive drawings.

ABOUT | DOKIDOKI CLUB

An artist whose work spans video, photography, photo collages, and various other mediums, created under the theme:

“The desire to enjoy everything leads to a world of love and peace.”

Alongside publishing photobooks through Zen Foto Gallery and contributing serialized web content for magazines,

the artist continues to present an “aesthetic of discomfort” — a sensibility that exists slightly outside conventional ideas of coolness —

while balancing the raw energy of the indie scene with a growing mainstream presence.

EXCLUSIVE PRODUCT

To celebrate the opening of SOUND OF SUNRISE’s first flagship store, exclusive in-store items featured the “SWEEP OUR STREETS” project will be released.
The lineup includes three items — a T-shirt, cap, and tote bag with the graphics that express the project’s fusion of music and community cleanup culture.

SWEEP OUR STREETS T-SHIRT

¥5,500（tax included）

WHITE / BLACK

The T-shirt features a subtle logo on the front and a bold “SWEEP OUR STREETS” graphic on the back.
While maintaining a simple and wearable design for everyday use, the piece makes a strong statement representing the spirit of the project.

SWEEP OUR STREETS CAP

¥4,950（tax included）

BLACK

The black cap features a shallow, street-inspired silhouette.
“SWEEP OUR STREETS” is embroidered on the front, while the SOS logo appears on the back, resulting in an easy-to-style everyday accessory.

SWEEP OUR STREETS TOTE BAG

¥3,850（tax included）

WHITE / BLACK

The tote bag boldly showcases the “SWEEP OUR STREETS” graphic print.
Designed in a practical size for daily use, it is ideal for events, city walks, and everyday activities.

COLLABORATION

To celebrate its opening, collaborative items with artist “DOKIDOKI CLUB,” who co-produced the ZINE, will also be released.