Aomori's American retro clothes and chain embroidery shop "PINUP MOM" (Furukawa, Aomori City, TEL 017-762-0518 ) celebrated its 2nd anniversary on September 18th.

With the theme of "American Retro" and "Pinup Girl", this store offers fashion items and accessories that were popular in the United States in the 1950s, pomade, chain embroidery goods, and more. Maiko Kitayama, the owner of the store, said, "I wanted people in Aomori to know about the pin-up style, so I started the store with the support of my family, even though it was a pandemic."

Kitayama manages the store while raising her children. The store name means "a store with a pin-up style mom", and "mum" is Mr. Kitayama himself. In order to support pregnant women and families raising children, the store is particular about creating a store that is easy for customers with children to use, such as providing crib and nursing space in the store. Kitayama said, "I also have a 4-year-old daughter. It's hard to go out with a small child because there are a lot of things to carry. I want moms who work hard to know that this is a store where they can relax and shop. Even just changing diapers is enough." Feel free to use it," he said.

There is a line-up of clothes that children can wear together, and sizes range from 7 to 17. “I want parents and children to enjoy fashion without worrying about their body shape,” says Kitayama.

Kitayama's "chain embroidery" emblems and brooches are one of the store's flagship products. About four years ago, Kitayama learned to embroider on his own after receiving a "handle sewing machine" from an acquaintance to do "chain embroidery". “You hold the handle attached to the bottom of the sewing machine stand and operate it while turning it. Even in Japan, there are only a few people who do chain embroidery. Brooches with various motifs such as spider webs and hearts are said to be "recommended" items that can easily add a change to your usual fashion.

Mr. Kitayama said, "It's been two years in a blink of an eye. I'm grateful that I've been able to continue thanks to the kindness of my customers. By adopting a pin-up style and becoming a different person than usual, I can feel positive. I want moms who have a hard time raising children to enjoy fashion,” she said with a smile.

Business hours are from 10:00 to 17:00 (11:00 to 18:00 on Sundays and public holidays). Closed Mondays and Thursdays.