In the 1990s, following the burst of the economic bubble in Japan, some young people with ideals and a penchant for Harajuku began to question the values of traditional large corporations and opened alternative small shops or established creative studios. This gave birth to numerous incredibly influential streetwear brands, marking the beginning of the Japanese streetwear scene!
What are the top 10 trendiest Japanese streetwear brands in 2024? Let OneMall list them for you!
Founded in the 1980s, KAPITAL is a denim brand that has evolved into one of Japan’s most popular streetwear labels. Its emphasis on originality is its greatest strength!
Stepping into a KAPITAL store, you will sense a strong vintage atmosphere. Looking around at the interior decor, it feels no different from a typical American vintage shop, completely devoid of any commercial feel.
KAPITAL has a loyal following who appreciates the brand’s avant-garde designs. The owners and designers of KAPITAL are a father-son duo, Toshikiyo and Kiro Hirata. They employ Japanese handcrafted techniques in designing all their clothing, blending traditional vintage and dyeing techniques with avant-garde designs. What Kapital creates is not just clothes but a world of their own.
One of KAPITAL’s most popular pieces must be their indigo denim, as the brand is based in Okayama in western Japan—the birthplace of Japanese denim textile. Okayama is not only the prime location for denim production but also the perfect place to express a denim design identity.
visvim is one of the most famous streetwear brands. Kanye West, John Mayer, Drake, and A$AP Rocky are all loyal fans of this Japanese company, especially its flagship product, the FBT. Initially focusing on footwear, visvim later expanded into ready-to-wear clothing, drawing inspiration from the founder Hiroki Nakamura’s travels.
Nakamura spares no effort in producing the finest products, known for using rare textiles and labor-intensive craft methods to create top-notch clothing.
“In the development and design process of visvim, the finest fabrics and intricate craftsmanship are used. It never mass-produces and adheres to the highest standards of production. Nakamura once said that visvim is the future of vintage fashion. Over time, more and more people will collect his products.”
Cav Empt, the “irregular” Japanese streetwear brand, the term “cav empt” is an abbreviation for “caveat emptor,” which means “buyer beware” in Latin. It is mainly designed by the genius BAPE graphic designer Sk8thing and Toby Feltwell, the creative director of Pharell Williams’ clothing line. Cav Empt’s design is retro-futuristic, with its bold style standing out. In addition to being the riskiest brand in this article in terms of design, Cav Empt may also be one of the most prestigious brands.
WACKO MARIA, co-founded by former J League footballer Atsus Hiroyuki and Keiji Ishizuka, offers a style distinct from American casual or rugged styles. Its design philosophy is primarily inspired by elements such as music, alcohol, motorcycles, and women that run deep in Atsus Hiroyuki’s veins, shaping the brand into a Rude Style with a slightly bad boy image.
WACKO MARIA’s design style includes tiger and leopard prints, brightly colored ukiyo-e tattoos, and violent and bloody skull graffiti. Each element pours out the most rebellious and volatile expression of American bad boy charm in this Japanese Rude Style brand.
Undercover is a clothing brand founded by Japanese fashion designer Jun Takahashi in 1994, known worldwide for its surreal, aesthetic, and bizarre style. Takahashi combines Japanese popular culture with punk aesthetics, creating some of the most popular streetwear designs in Japan. Initially focusing on streetwear, the brand later entered the Paris fashion scene, successfully expanding overseas and gaining international fame.
Today, Undercover is not only a legendary brand in the fashion world but also a focal point in the Paris fashion scene. Takahashi’s fashion designs are not only focused on menswear; the women’s collection is also outstanding. His design concept has always been bold and rebellious. As early as 1998, he launched the three-dimensional cut <Drape> series and played with reverse fashion in the 1999-2000 Fall/Winter Collection, where pants turn into skirts and denim skirts transform into evening wear, showcasing remarkable creativity and playfulness. This innovative approach propelled the brand into the Paris fashion scene.
Furthermore, Undercover regularly collaborates with renowned brands such as Doc Martens, Valentino, Nike, and Converse. Friends who enjoy collaborative collections should definitely not miss out!
Headed by Keizo Shikizu, Needles is a brand under Nepenthes, drawing inspiration from classic American military and casual styles. With unique tailoring and distinctive patchwork techniques, the once mundane American workwear style is given a fresh new look. Needles’ designs are refined and may not appeal to many streetwear fans, yet they still garner a lot of admiration.
By blending classic elements with innovative reinterpretations, Needles brings a new perspective to American casual wear, Japanese vintage, and ethnic styles. Why not give Needles a try?
Yohji Yamamoto is one of the most respected fashion designers in Japan, alongside Rei Kawakubo and Issey Miyake, making up the trio of the most important Japanese fashion designers today. His brand has taken Japanese minimalism to a new level, winning the public’s affection with its timeless and simple designs.
Yohji Yamamoto, led by Yohji Yamamoto, never considers “popularity” in his creations and always stands out in the fashion industry, almost going against the mainstream. However, it is precisely because of these designs imbued with Eastern philosophical elements that Yohji Yamamoto continues to be the focus of attention from all sides.
One characteristic of his designs is that the clothes often hang loosely, featuring asymmetrical silhouettes and large, layered styles.
Another feature is that most garments are usually black, even in collaborations with brands like Doc Martens or Adidas, with black being the predominant color.
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