A Brief History On Japanese Streetwear

Did You Know?

Unless you're an Ostrich living under a boulder, you will have heard of brands such as A Bathing Ape, Kenzo and Uniqlo. According to a 2006 study, the Japanese consume 41% of the worlds luxury goods. Each year Japan spends an average $33billion on luxury goods. Why is this relevant?

When your environment is traffic-jam packed with product, how to you create your own lane? Answer: Innovate. There is a monumental amount of streetwear styles circulating regions of Japan and the world! This is pushing designers and fashion enthusiasts to be more creative with what they produce but more notably, there are increasing numbers of brands, trends and genres to take influence from. Keep Watch works with up & coming Asian fashion designers to provide the best Japanese streetwear styles to the western world. Lets take a look at a brief history on Japanese streetwear.

A Brief History On Japanese Streetwear

In the 1960s, and 70s, the youth of Japan, particularly in the Harajuku district were rebellious with a desire to be different. Kids of those eras had disposable income due to the fact that they, tended to stay living with their parents for longer and thus saving on living expenses. The lack of real financial responsibility allowed for engagement in the pursual of individuality through fashion. From then on, it was the rapid rise of consumerism that holds some responsibility for innovation in fashion to become so frequent. This strong youth culture continues today. 

It was in the early 90s that the streetwear industry in Japan began it's boom. Prior to that Onitsuka Tiger (now known as ASICS) was holding the fort as early as the 1950s. The 90s boom came from brands such as Bathing Ape and Kenzo, taking advantage of the rise in consumerism by collaborating with popular celebrities and well known designers to sell limited edition styles. One could argue that the Japanese were the pioneers of what we now know as Influencer marketing.

Harajuku is a district in Shibuya, Tokyo, Japan. It is widely known as the foundation of youth culture and fashion, attracting luxury brands and international chains to its streets.

Keep Watch - Multicoloured Harajuku Graffiti Shirt - £39.50

In the 90s and 00s, more and more residential areas in the Harajuku district become populated with independent fashion stores to establish what is now known as 'Ura-Harajuku' meaning  The Harajuku Backstreets.

The Harajuku district as well as many others in Japan continue to be influenced by hip hop fashion and trap music, paying respects to 90s hip hop fashion in the process. There are countless independent brands in Asia, itching for a platform to showcase their products. That is why Keep Watch works with the communities to bring the hottest Japanese streetwear to the western world.

What's your take on Japan's streetwear culture?

What more would you like to know about the history of Japanese streetwear?

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