A Quiet Clothing Shop with a Lot of Personality

Published: February 20, 2018

Gunma-ya, a ladies’ clothing store, sits quietly on a sleepy little street. Senki Inari Shotengai used to be a bustling shopping street full of individually owned businesses, but only few are left after the rise of chain stores and apartment complexes that have characterized the last decade.

 

However, the shop owners here are far from feeling sorry for themselves, or for the changing times.

 

 

“Hello. I am Mie Tada, store owner of Gunma-ya!” Mrs. Tada greeted me enthusiastically in English, before switching to Japanese. “I go to learn English once a week at the community center,” she said, laughing a little with embarrassment. “I do it to train my brain, but I hardly ever get to practice, so I’m afraid I’m not progressing very well.”

 

 

The multi-talented Mrs. Tada has many interests and leads an active lifestyle despite her seventy-five years. In addition to taking English classes, she is an avid mountaineer who has conquered the “100 Famous Japanese Mountains” (with photos to prove it), and is currently attempting to climb Mount Takao 100 times.

 

“I love being active, and you don’t exactly get a lot of that running a clothing store,” she joked.

 

 

“As you can see, it’s not very big,” she went on to explain, as we took a turn around the shop together. Gunma-ya used to specialize mostly in clothes for factory workers—sturdy getups that would be ordered in batches by local companies. However, after she lost her husband and had to start running the store by herself, Mrs. Tada reduced its size by half and started to sell mainly ladies’ clothing.

 

 

Mrs. Tada goes by herself to the wholesalers to pick out what items she will stock in her store. Aside from a variety of sweaters, jackets and coats—still a necessity during the chilly month of February—there were also cute, practical handbags and various fashionable hats on display.

 

“My main customers are ladies in their sixties and older,” Mrs. Tada said. For that reason, she focuses on roomy, comfortable tops that create a flattering silhouette without causing a fuss.

 

 

The tops are made to drape nicely across the body with a wide waist and three-quarter sleeves, and many feature bright colours or eye-catching patterns—a reminder that no one has to give up on having fun with fashion because of age.

 

 

I also noted that she didn’t stock more than one of each item.

 

“I might have the same shirt in two different colours, but usually each item is unique,” Mrs. Tada agreed. “You know how it is—it’s awkward if you come across someone wearing the same clothes as you, especially for women. My customers hate it, so they find it reassuring that there’s very little chance of that happening when they shop here.”

 

 

There were also long, comfortable innerwear to help locals brace themselves during the winter months, as well as a selection of warm pants with fleece linings, socks and stockings. You can practically assemble your entire wardrobe here!

 

Another upside to shopping at Gunma-ya is Mrs. Tada’s generous personality. “I sometimes mark down price tags on a whim,” she laughed. “Or I’ll be talking with a customer and they’ll tell me they want me to hold onto something for them for a while, so I will. It’s important, you know, to treat your customers like royalty.”

 

Her friendly and personable nature is no doubt one of the reasons ladies pay visits to the store, even if they aren’t shopping, just to say hi.

 

 

Behind the counter sits an old manual sewing machine, which Mrs. Tada brought with her when she got married. She used to sit at the machine and tailor or repair workers’ clothes as needed, and still keeps the beloved device well-maintained despite the rise of electrical sewing machines.

 

 

In a corner near the front of the store there are a few workers’ uniforms, another tribute to Gunma-ya’s history.

 

And while the timing wasn’t quite right for my visit, Gunma-ya also specializes in matsuri clothing. A traditional summer matsuri happens once every four years in Minamisuna at the Hachiman Shrine, and everyone who participates in carrying the mikoshi must have proper attire—which Gunma-ya is happy to supply.

 

“I’ve been able to participate many times,” Mrs. Tada said, showing me some photos of past matsuri, some of which feature the Gunma-ya storefront or Mrs. Tada herself in matsuri getup, carrying the mikoshi (portable shrine). “We had one last year, so we won’t have another one until 2021.”

 

 

However, the Senki Inari Shotengai does have something else fun to offer twice a year: a street festival with food stalls, games, and great shopping opportunities! The dates are usually April 29th and November 3rd—both of which are national holidays.

 

 

“The streets around here have gotten quiet, but I run the store to keep busy and for the sake of loyal customers,” Mrs. Tada says, “Though who knows for how much longer?”

 

Well, given the twinkle in her eye and the spry attitude with which she leads her life—I’ve no doubt Gunma-ya will be around for a while yet.

 

 

Story and Photos by Xianru Shen（Koto City Office Coordinator for International Relations）