Even a decade ago, Japanese fashion was a hidden gem in menswear. Today, brands like COMME des GARÇONS, A Bathing Ape, and UNDERCOVER are fashion powerhouses, and the global audience has discovered a plethora of Japanese clothing brands pushing the boundaries of style and quality. Japanese influence in global fashion stems from its unique ability to blend diverse sectors, styles, tradition, innovation, East, and West. Japan is a melting pot of fashion styles, showcasing a perfect blend of creativity, professionalism, and cutting-edge technology.
This 2025 guide highlights iconic Japanese Fashion Brands every fashion enthusiast should know. Whether you’re a seasoned connoisseur or new to the scene, prepare to delve into a world of unparalleled creativity and next-level fashion.
and wander
Working out of Tokyo’s Shibuya district, and wander, founded in 2011 by Keita Ikeuchi and Mihoko Mori, has quickly gained popularity, riding the wave of the techwear revolution. Known for exceptional technical fabrics and craftsmanship, and wander attracts a fashion-conscious audience with stylish clothing, outerwear, and utilitarian accessories.
The brand combines utility basics like taped seams, GORE-TEX, and an array of toggles with an understated, earth-tone color palette, occasionally punctuated by vibrant colors. Inspired by nature, and Wander’s collection encourages outdoor exploration.
Mizuno
Founded in 1906, Mizuno initially focused on baseball gear but has evolved into a leader in technical sports apparel, creating high-tech gear for various sports, from skiing to tennis. Mizuno is synonymous with sport, quality, and history, with its innovative Wave technology and Enerzy Foam.
The brand’s Sportstyle line, launched in 2018, brings innovative technology to everyday footwear, attracting sneaker enthusiasts. Notable collaborations with artists and brands like Footpatrol, Hajime Sorayama, and Highsnobiety have further solidified its position in the market.
Medicom Toy
For over 20 years, Medicom Toy has been integral to Japanese fashion and streetwear. In Japan’s predominantly physical culture, Medicom Toy produces physical representations of cultural obsessions, from replica dolls of icons like Andy Warhol to reproductions of street culture characters.
The brand’s Bearbrick series, featuring a bear figurine adorned with graphics celebrating everything from the Grateful Dead to Star Wars, is a collector’s dream.
S.S. STEIN
S.S. STEIN masterfully blends minimalism with avant-garde design, creating pieces that challenge conventional silhouettes while maintaining understated elegance.
Known for precise tailoring and fabric innovation, the brand has cultivated a devoted following among those who appreciate quiet luxury with a conceptual edge.
The North Face Purple Label
The North Face Purple Label, a Japan-exclusive collaboration between The North Face and Nanamica, reimagines the brand’s heritage with premium craftsmanship and urban sophistication.
Focusing on technical fabrics and elevated silhouettes, the label seamlessly blends outdoor performance with street-ready aesthetics. Its signature slouchy look, broadcloth cotton shirts, denim climbing pants, and 60/40 parkas embody the “Mountain Ivy” aesthetic.
ASICS
Founded in 1949, ASICS has become a leading sportswear brand, particularly renowned for its footwear. The acronym ASICS, “anima sana in corpore sano,” meaning “healthy soul in a healthy body,” reflects the brand’s sporting foundation.
ASICS running shoes consistently rank among the top models. Recent collaborations with Ronnie Fieg, Afew, and Atmos, featuring silhouettes like the 360 Quantum and Gel Lyte 3, have propelled the brand into the lifestyle market.
WTAPS
WTAPS, pronounced “double-taps,” draws inspiration from military designs, infusing them with streetwear sensibilities. Founded by Tetsu Nishiyama, aka TET, the brand is known for its highly sought-after pieces.
WTAPS’ Jungle Stock cargo pants and M-65 jackets are streetwear staples, comparable to Supreme’s box logo hoodies and BAPE’s camouflage. The brand’s limited releases and rapid sell-outs contribute to its exclusivity.
A Bathing Ape (BAPE)
Founded in 1993 by Nigo, BAPE quickly rose to international fame thanks to endorsements from The Notorious B.I.G., Pharrell, and Kanye West. The brand’s signature high-end streetwear remains iconic.
While Nigo has moved on to other ventures, BAPE continues to thrive under I.T. ownership, collaborating with brands like Highsnobiety on limited-edition collections.
Yoke
Yoke, a Tokyo-based label, embodies quiet sophistication and a genderless design approach.
Embracing the concept of connection through clothing, Yoke seamlessly blends traditional tailoring with relaxed silhouettes. Its soft tailoring, muted color palettes, and high-quality textiles have garnered a dedicated following.
Junya Watanabe
Junya Watanabe, a protégé of Rei Kawakubo, is a highly respected menswear designer. His eponymous label, part of the COMME des GARÇONS family, plays with cuts, textiles, and forms to create bold reinterpretations of classic menswear.
Known for patchwork designs, particularly in collaborations with Levi’s, Watanabe’s work showcases a fascination with diverse clothing styles and their functionality. His avant-garde approach disrupts conventional design, creating unique and unexpected pieces.
Shinya Kozuka
Shinya Kozuka brings a poetic and conceptual approach to menswear, drawing inspiration from art, literature, and everyday life.
The brand’s relaxed, deconstructed silhouettes and playful proportions offer a fresh perspective on modern uniform dressing. Kozuka’s innovative use of fabrication and detail pushes the boundaries of traditional menswear.
Auralee
Auralee celebrates subtlety, focusing on minimalist design and high-quality textiles.
The brand’s gentle color palettes and streamlined collections prioritize essential pieces crafted from consciously sourced wools and cottons. Auralee’s earthy winter coats, knitwear, and oversized trousers are wardrobe staples.
Wacko Maria
Founded by former J-league footballers Nobuhiro Mori and Keiji Ishizuka, Wacko Maria draws inspiration from Latin American style and rockabilly subcultures.
Known for its ornate shirting and outerwear with embroidered details, the brand combines traditional artwork with oversized slogans, creating bold and unique pieces. Recent collaborations, like the capsule collection with graffiti artist Neck Face, further showcase the brand’s distinctive aesthetic.
Tightbooth
Tightbooth, founded by skateboarder Shinpei Ueno, emerged from Japan’s underground skate scene, fusing raw street style with high fashion.
The brand translates skate culture into oversized, functional silhouettes, characterized by bold graphics, utilitarian details, and a commitment to quality. Tightbooth captures the essence of contemporary skatewear while extending its influence beyond the skate park.
Snow Peak
Founded in 1958 by Yukio Yamai, Snow Peak has evolved from a company specializing in camping equipment to a renowned brand offering high-performance apparel and gear.
Prioritizing functionality over branding, Snow Peak has garnered a cult following for its durable and stylish apparel suitable for both urban and outdoor environments. The brand’s commitment to fostering restorative experiences in nature is reflected in its innovative camping equipment.
Fumito Ganryu
Fumito Ganryu’s namesake label explores functionality and futuristic aesthetics, blending streetwear with avant-garde tailoring.
After working at Comme des Garçons, Ganryu established his brand, pushing boundaries with voluminous cuts, experimental fabrics, and a minimalist color palette. His designs challenge conventional notions of menswear.
visvim
Founded by Hiroki Nakamura, visvim blends traditional craftsmanship with contemporary perspectives, creating high-quality clothing and footwear.
Nakamura’s reimagining of the Native American moccasin, the FBT, exemplifies the brand’s ability to combine natural materials and intricate details with modern technology. visvim’s commitment to quality and unique design has made it a coveted brand.
Mihara Yasuhiro
Mihara Yasuhiro is known for his experimental designs and boundary-pushing footwear.
From sculptural sneakers to deconstructed tailoring, Yasuhiro blends heritage craftsmanship with an avant-garde perspective, appealing to both streetwear and high-fashion enthusiasts.
UNDERCOVER
UNDERCOVER, founded by Jun Takahashi, epitomizes Japanese streetwear. For over 30 years, the brand’s distinct visual perspective has influenced contemporary fashion.
UNDERCOVER embodies disruption, subversion, and rebellion, blending pop culture with punk, bondage, and goth aesthetics. Collaborations, such as the recent effort with Levi’s, showcase the brand’s versatility. Its motto, “We make noise, not clothes,” encapsulates its rebellious spirit.
Porter Yoshida & Co.
Porter Yoshida & Co., established in 1962, is renowned for its superior Japanese craftsmanship.
The brand’s bags, characterized by timeless appeal and durable nylon construction, are exclusively produced in Japan. Porter Yoshida & Co. seamlessly combines practicality with enduring style.
Yohji Yamamoto
Yohji Yamamoto, a legendary Japanese fashion designer, blends traditional Japanese design with contemporary perspectives.
His signature elements, including extended silhouettes, drop-crotch pants, asymmetric design, and draped layering, have become commonplace in fashion. Yamamoto’s consistent use of black reflects his philosophy of understated elegance. His successful Y-3 line with adidas Originals further demonstrates his influence.
KAMIYA
KAMIYA, led by designer Ryo Kamiya, celebrates layering and raw aesthetics.
Influenced by vintage and archive pieces, Kamiya creates products that reflect his streetwear roots with a sense of high fashion. The brand’s pared-back aesthetics, premium materials, and meticulous craftsmanship elevate everyday staples.
Saint Michael
Saint Michael, a collaboration between Cali Thornhill DeWitt and READYMADE, blends punk rock with high fashion.
Known for its distressed graphics and vintage-inspired silhouettes, the brand has gained a cult following among streetwear enthusiasts and celebrities. Each piece embodies a raw, rebellious spirit.
MIYAGIHIDETAKA
MIYAGIHIDETAKA, founded by Miyagi Hidetaka, focuses on quality and craftsmanship, eschewing seasonal collections in favor of timeless pieces.
The brand’s signature paisley bandana print, initially applied to footwear, now adorns a range of garments, from puffer jackets to shirts. MIYAGIHIDETAKA’s dedication to a singular aesthetic has garnered a devoted following.
Blackmeans
Blackmeans embodies the rebellious spirit of Japanese punk culture through its expert leather craftsmanship and edgy DIY ethos.
Founded in 2008, the brand fuses traditional techniques with subcultural influences, creating rugged yet refined pieces that have earned a cult following worldwide.
Daiwa Pier39
Daiwa Pier39 bridges the gap between outdoor performance and streetwear, reimagining fishing gear with a contemporary twist.
The brand’s relaxed, billowy aesthetic incorporates technical details, offering a seamless blend of utility and style. Its waterproof jackets and multi-pocket vests are popular choices.
NEIGHBORHOOD
NEIGHBORHOOD, founded by Shinsuke Takizawa, is a cornerstone of Japanese streetwear, drawing inspiration from motorcycle subculture.
Known for its selvedge denim, leathers, and biker-inspired aesthetics, the brand has expanded into military, prep, and workwear styles while maintaining its commitment to quality and craftsmanship.
Needles
Needles, part of the Nepenthes family of brands, reworks classic American military and casual clothing with a bold Japanese twist.
Its unique designs and high-quality construction have made it a favorite among discerning retailers and fashion enthusiasts.
Cav Empt
Cav Empt (C.E), founded by Sk8thing and Toby Feltwell, explores post-modernism through its clothing.
Blending diverse references, from Italian horror films to internet iconography, the brand questions notions of physicality and value. Its cryptic designs and philosophical underpinnings appeal to a niche audience.
COMME des GARÇONS
COMME des GARÇONS, founded by Rei Kawakubo, is a pillar of avant-garde fashion.
The brand’s disruptive designs challenge conventional norms, from deconstructed garments to unconventional perfumes. Its diverse lines, from high-end CdG Homme to the playful CdG Play, offer something for everyone.
nanamica
nanamica, founded by Eiichiro Homma, pioneers functional fashion with a rustic aesthetic.
The brand combines weather-ready technical elements with classic silhouettes, creating stylish and practical pieces. Its collaboration with The North Face on the Purple Label further demonstrates its expertise in technical apparel.
Issey Miyake
Issey Miyake revolutionized fashion by integrating technology and technicality into his designs.
From pleated garments that “remember” their shape to the iconic prism handbag, Miyake’s creations showcase a deep understanding of design and its potential to enhance the wearer’s life.
Suicoke
Suicoke, a cult Japanese brand, has transformed the perception of sandals with its performance-driven designs.
Using high-quality components and collaborating with renowned brands, Suicoke has created a distinctive visual identity characterized by technical aesthetics, multiple straps, and Vibram sole units.
South2 West8
South2 West8, founded by Kaname Nagaoka, draws inspiration from Tenkara fly fishing, blending technical fishing gear with urban sensibilities.
The brand’s commitment to its outdoor roots and functional design has garnered a cult following. Recent collections have incorporated modern elements like tie-dye prints, demonstrating a willingness to evolve while staying true to its heritage.
Kapital
Kapital, founded by Toshikiyo Hirata, is renowned for its artisanal denim and Americana-inspired clothing.
The brand’s meticulous craftsmanship, unique dyeing techniques, and signature patchwork bandana prints have made it a favorite among denim aficionados. Its playful use of the smiley face motif adds a touch of whimsy to its designs.
Beams
Beams, founded in 1976, has evolved from a lifestyle store to a global fashion brand known for its workwear-inspired collections.
Beams Plus, the brand’s menswear line, focuses on traditional styles and premium materials. Its successful collaborations with brands like Clarks, Arc’teryx, and Levi’s have solidified its position in the international market.
Sacai
Sacai, founded by Chitose Abe, blurs the lines between formal and casual wear with its innovative designs.
Known for its androgynous silhouettes and subtle design flairs, Sacai has gained recognition in both high fashion and streetwear circles. Its collaboration with Nike on the LD Waffle silhouette exemplifies its ability to bridge the gap between luxury and streetwear.
Hender Scheme
Hender Scheme, founded by Ryo Kashiwazaki, is dedicated to premium leather and handcrafting.
The brand is famous for its meticulously handcrafted reproductions of popular sneaker models in tan leather. Its range of leather accessories, from notebooks to belts, further showcases its commitment to quality and craftsmanship.
Human Made
Human Made, founded by Nigo, offers a playful and nostalgic take on streetwear.
With its homemade aesthetic and collaborations with brands like adidas, Human Made has become a coveted label. Nigo’s creative vision and influence are evident in the brand’s unique designs.
Uniqlo
Uniqlo, a Japanese fast-fashion brand, has disrupted the market with its affordable yet high-quality basics and playful graphic T-shirts.
Its UT T-shirt line, under the direction of Nigo, features designs by iconic artists like Keith Haring and KAWS. Uniqlo’s commitment to quality and affordability has made it a global phenomenon.
White Mountaineering
White Mountaineering, founded by Yosuke Aizawa, transforms functional outdoor clothing into high-fashion pieces.
Inspired by arctic and climbing gear, the brand incorporates intricate details like embroidery, jacquard weaves, and unique fabric blends. Collaborations with brands like Barbour and adidas Originals have further elevated its profile.
fragment design
fragment design, led by Hiroshi Fujiwara, epitomizes minimalist design and subtle branding.
Known for its collaborations with iconic brands like Converse and Levis, fragment design elevates classic pieces with subtle material upgrades and its signature lightning bolt logo. Fujiwara’s “less is more” approach has made him a revered tastemaker in Japanese fashion.
Midorikawa
Midorikawa combines high-concept fashion with artisanal craftsmanship.
Known for its ethereal designs, delicate deconstruction, and hand-finished details, the brand creates pieces that are both fragile and powerful. Midorikawa’s romantic sensibility and unexpected silhouettes redefine modern luxury.
N.Hoolywood
N.Hoolywood, founded by Daisuke Obana, blends military influences, vintage Americana, and modern tailoring.
The brand balances heritage with innovation, offering a range of pieces from runway-ready garments to elevated basics. Collaborations with brands like Danner and Casio showcase its versatility.
TAAKK
TAAKK, led by Takuya Morikawa, is known for its innovative fabric manipulation and elegant silhouettes.
Morikawa’s background at Issey Miyake informs his experimental textures and boundary-pushing designs, earning the brand critical acclaim.
Comoli
Comoli, founded by Keijiro Komori, embodies effortless luxury and Japanese minimalism.
Focusing on relaxed silhouettes, premium natural fabrics, and understated elegance, Comoli creates timeless pieces that prioritize comfort and sophistication. The brand’s intentional lack of social media presence emphasizes its commitment to letting the clothes speak for themselves.
