Callalilai

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Japanese designer Hogo Natsuwa had been selling his Aoyama Itchome brand for women and children wholesale to small boutiques for seven years before he opened his own store in 2008. The shop has an easy feel, with sundresses and sun hats dangling from a clothesline in the display window and a parasol that resembles a giant cocktail umbrella. The women’s collection has a similarly beachy, breezy vibe, with brightly colored, patterned pieces made of silk and cotton, including plenty of ultrafeminine peasant dresses and wraparound kimonos. A former graphic designer, Natsuwa prints many of the pieces with little villages or nature scenes. The small children’s collection offers printed blouses and dresses for girls. And there’s a smattering of home goods Natsuwa has picked up from his travels, such as hand-painted gold tea sets and handmade North African woolen rugs. — Rachel Corbett