Originally published on metropolis.co.jp on September 2009

Courtesy of Heidi

Evidence of the do-it-yourself movement is showing up everywhere these days, from internationally popular sites like Etsy.com to Tokyo’s own Stitch & Bitch and Zine’s Mate art book events. Heidi, a small Nakameguro boutique that sells handmade goods on consignment, has been flying the DIY flag for over a decade now. “I was into making things, my friends were into making things, so I thought I’d make a shop that reflected that,” says owner Taeko Fujinaga.
Heidi is located at the end of a row of shops selling retro lighting fixtures, colorful used huarache sandals and vintage airline memorabilia. While all of the goods at Heidi itself are new, the boutique fits right in with this aura of a bygone era—an era before cobblers and seamstresses came to be called fashion designers, that is. Shelves and glass cases that could have been plucked from a small town historical center hold pretty baubles including fabric-covered barrettes, charm necklaces and patchwork coin purses. Many items go for under ¥1,000 apiece, though more labor-intensive works, like leather shoes made to order, are priced accordingly. There are products from over 50 designers in total, screened for quality and variety by Fujinaga.
Most customers are arts-and-crafts types themselves, and Heidi caters to them with a selection of fabric remnants, buttons and ribbons. The boutique also plays an active role in the DIY community by hosting workshops and exhibitions and running an in-shop café for likeminded creators to sip lattes together. The next event will be a display of printed and silkscreen bags from September 18-27.
109 Highness Nakameguro, 1-2-9 Kami-Meguro, Meguro-ku. Tel: 03-5722-3282. Open daily noon-8pm. Nearest stn: Nakameguro. http://heidi-home.com