Ethical & SEA Debuts in Jiyugaoka, Redefining Sustainable Living
Tokyo’s vibrant Jiyugaoka district is about to welcome a new beacon of conscious consumption. On February 5, 2026, Ethical&SEA, a select shop dedicated to promoting a lifestyle that is gentle on both the Earth and oneself, will open its doors at Trainchi Jiyugaoka. This new establishment, operated by MKY’s LLC under the umbrella of Flag Inc., promises a fresh perspective on shopping, blending wellness with environmental responsibility.
A Curated Experience for Mindful Consumers
Ethical&SEA Jiyugaoka meticulously curates its offerings based on seven core ethical indicators, including “organic,” “plastic-free,” and “vegan.” This approach ensures that every item chosen contributes to a larger mission: addressing marine plastic pollution and fostering a sustainable society. The store aims to make these global challenges feel tangible and achievable through everyday choices, particularly for the discerning residents of Jiyugaoka who value personal style and mindful living.
The store’s interior design reflects its philosophy, featuring recycled fixtures and natural materials that create a serene and inviting atmosphere. It’s a space designed for relaxation and discovery, far from the hurried pace of conventional retail. A dedicated “counseling & touch-up space,” complete with comfortable dressers, allows visitors to explore products at their leisure. Here, knowledgeable staff provide personalized consultations, guiding customers through a diverse range of ethical items to find the perfect fit for their lifestyle and needs. This isn’t just a place to shop; it’s an opportunity for a personal journey towards new self-care routines and ethical habits.
Exclusive Opening Kit: A Taste of Ethical Living
To mark its grand opening, Ethical&SEA Jiyugaoka will release a special limited-edition kit, packed with popular items. This exclusive set, valued at approximately 7,835 JPY, will be available for a special price of 4,320 JPY (tax included), representing a significant 45% discount. Only 30 sets will be sold, making it a truly sought-after collection for early visitors.
The kit includes a diverse selection of wellness and beauty products:
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Be Karactive (2 bottles)
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Daijoubu na Mono Plant Fermented Extract (5-day trial)
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MEGURIE IN/YOU CHA trial 3-pack set
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NATURE FUTURE FARM ORGANIC Herb Tea Assortment Set (6 types, 1 pack each)
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BENI BITES Dried Sweet Potato Bar Original
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BENI BITES Dried Sweet Potato Bar Fig
The “SEVEN STORIES” Behind Ethical&SEA
The brand’s ethos, encapsulated by its name “Ethical&SEA,” centers on the profound connection between ethical choices and the ocean. Drawing inspiration from West Coast culture, the brand emphasizes “organic” and “ocean-friendly” principles. Every product at Ethical&SEA is chosen for its adherence to environmental considerations, SDGs, and various ecological certifications. The brand simplifies conscious shopping through its “SEVEN STORIES” initiative, clearly labeling products with icons indicating their ethical contributions—be it organic, plastic-free, or fair trade. This transparency empowers consumers to make informed decisions that resonate with their values.
Ethical&SEA extends its mission beyond the retail space, fostering a community around ethical consumption through digital platforms like Instagram Live and interactive workshops. The goal is to create a movement where individuals can “see, touch, learn, and connect” with ethical practices, ultimately inspiring everyone to “STAND by EARTH” and embrace a lifestyle that cherishes our planet.
Visit Ethical&SEA Jiyugaoka
Store Name: Ethical&SEA Jiyugaoka
Grand Opening: February 5, 2026 (Thursday)
Location: Trainchi Jiyugaoka 1F, 5-42-3 Okusawa, Setagaya-ku, Tokyo
Business Hours: 10:00 – 21:00
For more information on the brand and other store locations, visit:
A Future Shaped by Conscious Choices
The expansion of Ethical&SEA into new neighborhoods like Jiyugaoka signifies a growing global appreciation for ethical consumption within the Kawaii culture landscape. As consumers worldwide become more aware of environmental and social impacts, brands that offer beautiful, effective, and sustainable options are poised to lead. Ethical&SEA’s blend of aesthetic appeal, personal wellness, and planetary responsibility provides a compelling model for how the Kawaii ethos can evolve, embracing not just cuteness but also kindness towards our world. It’s a delightful step towards a future where shopping is an act of love—for ourselves, for others, and for the Earth.
