Hip golf shop.
VOL.1 Holly's Golf Market (Minami-Aoyama, Tokyo)

I want to pay attention to how I dress even on the golf course. I feel like if I can raise my motivation even a little with my clothes, I'll be able to hit a good shot, and if I can enjoy fashion in addition to playing golf, I'm sure I'll like golf even more. If you're looking for golf wear that suits you, then this is the store to go to. The first store we visited, "Holly's Golf Market," had a lineup of only the items the owner wanted, and it had a comfortable space.

Chapter 03 | Shops for Golfers

It's a 5-minute walk from Gaienmae Station on the Tokyo Metro Ginza Line, and is conveniently located for walking from Omotesando.

A golf goods store that strongly reflects the owner's preferences.

Holly's Golf Market was founded in 2020 and reopened in 2022 at its current location, a little further away. The store is located in Minami-Aoyama 3-chome, an area lined with trendy shops. Located in a quiet corner of the town, the glass-fronted storefront is a landmark that seems to welcome all golfers.

Upon entering the store, you will find clothing, bags, shoes, caps, and more lined up in a small space. There is a wide lineup of men's and women's items, from popular international brands to up-and-coming domestic brands, and the selection criteria are very clear. The owner, Yasushi Horikawa, only picks out items that he himself would want to wear and thinks are interesting.

Owner Horikawa Yasusuke sits on his usual spot on the sofa, surrounded by colorful items.

"Originally, two-thirds of our brands were imported, but now that number is turning around. There are an increasing number of interesting domestic brands made by young people, but they don't get much attention because there are not many stores that carry them. I hope that this store will help spread the word even a little."

As Horikawa says, he also flexibly selects domestic brands that have just been established. Popular international golf wear brands such as Malbon Golf and Public Drip are displayed alongside up-and-coming brands such as Adidas, Puma, and RLX Ralph Lauren, which are well-known in the fashion scene, showing Horikawa's unbiased aesthetic sense. And Holly's Original, which has the theme of "making things you want to wear," is just as popular as the brands he selects, thanks to its high-quality materials and thoughtful designs.

From caddy bags to clothing and accessories, there's a huge selection of items that can be used for golf and everyday life.
There is also a wide selection of women's items, with cute designs and silhouettes.
The fur all, with its iconic green checkered flag pattern, is a popular design.
A stylishly designed golf marker. Even the smallest of accessories are of great importance.
Below the outsider art of an artist with severe autism, there are also miscellaneous goods for sale, such as mugs from Italian dental care brand Marvis and Holly's Original.

Horikawa himself seems to have a particular taste for fashion, which is reflected in his golf style. And his fashion sense is also reflected in his selections.

"I'm the type of person who quickly gets bored, so I like simple, basic things. If I try to keep up with the times, I'll have to keep up with them, so I don't pay much attention to trends. Even when I play golf, I dress as if I could go out for dinner and go home in the same outfit. I don't have a particular favorite style, but I am interested in brands that focus on materials and details."

Holly's Original character, "Holly-kun," is based on Horikawa-san. His relaxed demeanor is just like the real person.
Holly's Original head cover with logo. The loosely drawn Mt. Fuji gives off a rough vibe.
The head covers, custom made by Junk Craig, are available in a variety of colors.

The shop is equipped with large sofas, allowing customers to relax and unwind. They plan to start selling coffee in the future, so customers can enjoy shopping at their leisure. The art on the walls is outsider art, the work of artists with disabilities. A different artist is exhibited every two to three months, and the store introduces the artists to customers, just like a new, up-and-coming brand. This is a place where Horikawa introduces things that he thinks are good, and it's a place that reminds one of the feeling of visiting a senior colleague's house.

Five items recommended by the store owner

A high-gauge knit made of cotton cashmere. It has no ribs so that it can be worn like a long T-shirt. The logo on the chest is expressed with intarsia knitting. "I made this because the one from an Italian knit manufacturer that I always wear was easy to wear. You don't often see knitwear with a chest pocket, so I think it's convenient," says Horikawa.

Holly's Original knitwear ¥35,200
This is a custom order from a long-established head cover brand founded in Chicago in the 1960s. It is handmade from 100% wool yarn, so it can be repaired even if it is torn. It is the only design in Japan that uses the logo, and the pom-poms are designed to be larger at 8 inches instead of the usual 5 inches. The specifications that can only be achieved by custom order will make you stand out from the crowd.

Jan Craig x Holly's Original head cover ¥18,400
A high gauge knit made of cotton cashmere with an argyle pattern. The coordination gives an elegant and calm impression, making it perfect for adult fashion. The chic color scheme is not too flashy or too plain, making it easy to use. It's a piece that you'll want to use as the base for a classic style. The catchy "Holly-kun" logo on the chest is an accent.

Holly's Original knitwear ¥35,200
Polo shirts are a staple item of Holly's Original that are released every season, but are updated each time. This is a functional piece that uses cotton-polyester material with excellent moisture absorption and quick drying for the first time. It is sweat-resistant and has a smooth feel when worn. The silhouette is a slightly oversized classic fit.

Holly's Original polo shirt ¥13,200
The thick fabric is made of compressed wool and cashmere. It is soft to the touch and comfortable to wear. The parka has a double zipper and the ribs are loosely woven, making it comfortable to wear. The shorts have a loose silhouette, making them perfect for a casual look. Navy is also available in the color variations.

Holly's Original hoodie and shorts ¥49,500, ¥32,780

Ask this person at Holly's Golf Market!

Yasusuke Horikawa

He has been playing golf for over 30 years. He was originally into surfing, but became fascinated with golf thanks to his partner, actor and artist Chizuru Azuma. His first round was rained out, but he found it interesting that even as an adult, he could still play golf while getting wet. In 2020, he founded "Holly's Golf Market". He holds pop-ups at department stores and other locations around the country on an irregular basis.

INFORMATION

Holly's Golf Market

Address: 3-4-4 Minamiaoyama, Minato-ku, Tokyo
TEL: 03-3470-4303
Time: 13:00-19:00
Closed: Sundays and public holidays
Instagram: @hollys_golf_market344