If you’re a sucker for Japanese goodies, Omoi is a must-see. And even if you’re not, this place is so cute and carries such an impressive variety of toys, stationery, clothes and jewelry that it’s almost impossible to leave without buying something.
Tiny, colorful and surprisingly well-organized merchandise neatly crams every corner. The staff is attentive but not overly so, leaving you free to peruse to your heart’s content. Most of the toys are front and center when you first walk in, ranging from bento boxes and string doll keychains to plush creatures and collectible cupcakes. Japanese pop magazines available for purchase, like Zipper, Men’s Non-no and Kera, showcase outrageous outfits and over-the-top cuteness, proving that Omoi keeps the pulse on the latest trends coming out of Japan.
A few steps at the back of the showroom lead to another room overflowing with tempting buys. Stationery lines the wall to your left, featuring designer cards (some Japanese, some not) for even the most obscure occasions. An incense and candle table tucked in the corner offsets walls lined with graphic art and a treasure trove of clothes, with graphic tees piled high in the middle of the room. Designers include Hellz Bellz, UZI NYC, Upper Playground and 2k by Gingham.
Books and more shirts fill a bookcase in the back room, with literature reflecting the shop’s overall vibe; noodle cookbooks, origami, karaoke and Harajuku fashion trends are just a few topics you can browse. Specially chosen pieces of Zachary Pryor jewelry and Nooka watches are also definitely worth drooling over and are just a small sample of the constantly rotating selection.
Be sure to check out the store’s blog (found at omoionline.com/blog) before heading over. The blog features new store arrivals, short synopses of current Japanese fashion magazines and special store events. The best posts contain pictures of especially fashionable customers that are accompanied by blurbs about where they’re headed, their “point of fashion” for the day and what Omoi loves about their style.
Omoi
1608 Pine St.
(215) 545-0963
The Goods: quirky clothing, toys, stationery
The Bottom Line: Japanese cuteness you just have to have.
