Streets of Yamagata City

FYI:

• Yamagata City: http://en.wikipedia.org/wiki/Yamagata,_Yamagata
• Travel Info of Yamagata: http://wikitravel.org/en/Yamagata_(prefecture)
• Yamagata Prefecture: http://en.wikipedia.org/wiki/Yamagata_Prefecture

This is a shoe store, named Ayuke-ya (or you gotta walk) .

The poster is saying "I'm keeping myself warm".
The pic was taken in early April.