This is a continuation of Discover Japanese Fashion: Must-Know Brands for Your Wardrobe (Part 1). Welcome back to reading Discover Japanese Fashion: Must-Know Brands for Your Wardrobe (Part 2).
Snow Peak is a Japanese outdoor equipment brand founded in 1958 by Yukio Yamai, who developed his own high-quality mountaineering tools out of dissatisfaction with existing products. The brand’s mission, “Return to Humanity,” aims to help people reconnect with nature and find joy through unique, well-crafted products. Known for its simplistic, durable, and innovative camping gear, Snow Peak has introduced us to classic items as the "Solid Stake" pegs and the "bonfire stand." The firm makes use of the craft of Tsubame-Sanjo, which is renowned for metalwork, to achieve outstanding quality and performance. In addition to outdoor gear, Snow Peak also offers apparel that prioritises comfort, durability, and style. Their clothing line is designed for both outdoor adventures and urban life, aligning with their philosophy of integrating the outdoors into everyday living.
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FUMITO GANRYU creates clothing with the concept of “clothes necessary for the 21st century,” focusing on functionality and environmental considerations. The brand addresses fashion industry challenges like mass waste and emphasises “thinking about nature and the earth carefully” as a modern way of living.
This brand draws inspiration from nature, incorporating elements like “water” into its designs. Its first collection featured waterproofing and tech-inspired accents, aiming to encourage wearers to connect with nature and consider their environmental impact. The brand also strives for gender-neutral, unisex designs by thoughtfully refining elements in its collections.
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VISVIM is a Japanese fashion brand founded in 2000 by Hiroki Nakamura after he left BURTON. VISVIM began as a shoe brand, but later expanded its business into clothing and accessories, blending modern technology with antique craftsmanship. The visual look of the brand changed from minimalist American casual to folk-inspired elements. His design focuses on manual-based dyeing techniques such as mud dyeing and hand-painting.
One of VISVIM’s iconic pieces is the FBT shoe, a moccasin with sneaker soles, which gained popularity through Hiroshi Fujiwara and the Harajuku scene. The FBT’s name was inspired by the British band Fun Boy Three, reflecting Nakamura’s creative influences.
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Yohji Yamamoto is a Japanese fashion brand which embodies a spirit of "antithesis," challenging traditional Western clothing norms and breaking taboos to create timeless fashion.
There are three main lines under the Yohji Yamamoto brand, including Y's, a brand launched in 1972 as Yohji Yamamoto's first brand, offering functional and elegant everyday wear; S'YTE, a brand designed by the creative team at Yohji Yamamoto Co., Ltd., featuring a genderless collection; and Ground Y, a brand that focuses on genderless and ageless styles with an affordable price range, making it appealing to young consumers.
Many of Yohji Yamamoto's signature design elements, such as extended silhouettes, drop-crotch trousers, asymmetric cuts, and layered draping, have become mainstream. Despite his rich and diverse designs, one unchanging aspect of his work is his consistent use of the timeless colour black—a colour that will never go out of fashion.
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NEIGHBORHOOD, founded in 1994 by Shinsuke Takizawa, is a brand known for its classic American-style clothing—including leathers, shirting, sweats, flannels, and headwear—infused with a distinct biker aesthetic and is best known for its premium selvedge denim and "Savage" distress washes.
Globally renowned for its high-quality craftsmanship and recognised for its dark, edgy style, NEIGHBORHOOD has expanded its reach through select shops overseas, offering a range of products from regular fashion items to motorcycle, military, and outdoor gear, which attract a loyal male audience with its versatile and curated world view. The brand's frequent collaborations with both domestic and international brands further highlight NEIGHBORHOOD’s adaptability and creative vision.
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Comme des Garçons is a brand that symbolizes the Japanese fashion industry and is widely known for its unique designs and originality. Founded in 1969 by designer Kawakubo, it quickly gained fame both at Japan and overseas. The name "Comme des Garçons" treasnaltes to "like a boy" in French, and contains a message that values adventure and independence.
The brand launched its first collection and made its debut at the Paris Collection in 1981, where its black-based designs made a significant impact on the fashion industry. Comme des Garçons' designs are renowned for their innovation, featuring a loose, structured silhouette that challenges traditional notions of femininity. The brand's use of monochrome colours and unique materials strongly embodies Kawakubo's philosophy.
Today, Comme des Garçons continues to evolve, with multiple designers, including Kawakubo, contributing to new lines. While each designer brings a distinct perspective, the brand maintains a consistent aesthetic, enabling it to innovate continuously while preserving its core identity.
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Nanamica is a brand that blends "SPORTS" and "UTILITY" with high-level functionality, offering "timely standard wear" with neutral designs.
The brand maintains a distance from fleeting trends, focusing on creating high-quality products that can be used in everyday life for as long as possible.
The name "nanamica" means "Seven Beach Houses," reflecting the brand's commitment to the free and relaxed image of the sea. The brand aims to collaborate with people from all over the world, free from borders or ideology, and share the products it creates with a global audience.
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The lifestyle brand HUMAN MADE was launched by NIGO® in 2010 in Tokyo, embodying the concept of “The Future Is In The Past.” HUMAN MADE offers a wide variety of styles and vintage items that capture the atmosphere of the times. The brand's vision is to become a global hub of creativity and ideas, pulsating across the world. It aims to create a utopia that welcomes all cultures, creators from around the world, and young people who will lead the future. HUMAN MADE items are characterised by a vintage feel and detailed craftsmanship, with a strong influence from American casual style. Staying true to its concept of "a fusion of the past and the future," HUMAN MADE incorporates design elements from the past while establishing a distinctive future-oriented style.
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