Shop Feature: hyoitsu

Tell us a little bit about yourself. Where are you based? How do you spend your days?

Hi! I’m Etsuko. I’m originally from Japan and now live in Seattle with my husband who I met in Japan, our teenage daughter, and our dog Kinako, a really loving Vizsla.

Most mornings, I start my day with Pilates or Barre before work. I work from home in an office job, so weekdays are usually busy with that. When I need a break, I like to relax by lying down and cuddling with our dog or by taking photos of items to list on Noihsaf.

I also cook a lot and make mostly Japanese food. It's sometimes hard to find all the ingredients I want here in Seattle, but I still enjoy making good food for my family and myself.

How did you hear about Noihsaf Bazaar / when did you become a part of the community?

I think I came across Noihsaf through a Google search while looking for something unique. I joined the community as a buyer first, around 2022. I’ve always loved finding items that are special and not mass-produced, so Noihsaf is a perfect marketplace for me as a buyer.

As a seller, I started listing my daughter’s clothing from Japan, along with some handmade pieces from our closet, around Spring 2024. I had often wondered why cool Japanese clothes and accessories—for both kids and adults—aren’t more available in the U.S. It was exciting to see people interested in and purchasing the Japanese kids' clothing I listed.

At about the same time, I was transitioning out of a corporate job and wanted to focus more on work that felt more meaningful to me. With the positive response to the children’s clothes, I decided to expand and sell to both adults and children, and by focusing on used clothes I was excited to do something to contribute to greater sustainability in the fashion industry, even if in just a small way.

What is your favorite Noihsaf score?

My favorite Noisaf score is a Disc Bag from Are Studio—it goes with almost everything, so it’s one of my go-to accessories. A reworked button-up shirt that I got for my daughter was also unique and cool. She loves it!

How would you describe your personal style? Do you have any style inspirations that you return to?

I love incorporating contrast into my style. For example, I enjoy vintage clothing, but I don’t wear only vintage—I like to intentionally mix it with more modern pieces. If I’m wearing baggy, masculine-looking trousers, I’ll pair them with a top that has feminine lines. I think contrast creates a cool, balanced look.

I’m also drawn to minimalist style—something simple and classic, but still unique. I think my love for both contrast and minimalism comes in part from Japanese culture, which blends old and new, and values simplicity.

Do you have any designers/brands that you’re especially into these days?

_Fot is my treasure. It’s a Japanese brand that makes shoes, bags, and jewelry—and I’m completely obsessed with their pieces. I often wear their items in my Noihsaf listings, so you might’ve seen them in some of my photos.

Another brand I love is ssstein. Although I haven’t ever purchased any of their products, I love their oversized clothes that have a masculine vibe.

What trend are you currently loving, or what trend would you like to see?

As I mentioned earlier, I’m really into oversized styles with a masculine twist. But I always like to add a touch of femininity—whether it’s through clothing, accessories, or even makeup—to create contrast and balance.

I’d also love to see more focus on slow fashion and secondhand shopping. It feels more thoughtful and sustainable, and it’s such a great way to find truly unique pieces.

Favorite song to play when getting dressed?

Leeloo by AAAMYYY and bud by Shin Sakiura

Thanks Etsuko! 👋 You can shop more great finds in the Etsuko's Noihsaf shop!