A Pilgrimage Guide to Must-Visit Japanese Street Fashion Brands

Japanese street fashion that spread from Harajuku in the 1990s to the world. This culture, grown together with music and art, became more than just a trend — it turned into a way of life. Even today, fashion enthusiasts from Japan and abroad keep “pilgrimaging” to shops in Harajuku and Aoyama, because there is an atmosphere that exists only there. Here, we introduce five brands that symbolize the scene and a route you can walk to visit them all.

Background of Japanese Street Fashion

In the 1990s, the movement that began in the area called Ura-Harajuku was created by designers such as NIGO and Jun Takahashi. They excited young people with new methods like graphic T-shirts, limited drops, and artist collaborations, and pushed street fashion into the center of culture. That flow reached Paris Collection, and now “Japanese street” has become a global fashion term.

Representative Brands and Their Appeal

Human Made

The brand NIGO started after BAPE. The concept is “The Future Is In The Past.” Based on American casual styles that feel like vintage, it adds playful graphics and accessories to keep it current. With VERDY’s involvement and creative moves, it never runs out of topics, and every collaboration drop shakes social media. For those who want fashion plus culture, this brand cannot be skipped.

UNDERCOVER

Founded in 1990 by Jun Takahashi, UNDERCOVER moves freely between street and mode. Inspired by punk and art, its designs always carry a message toward society or the times. While showing presence in Paris Collection, it also draws attention through wide-ranging collaborations with Nike and Uniqlo. Clothes that reveal the wearer’s ideas and stance — that is UNDERCOVER.

CONVERSE TOKYO

Born from Converse with its 100-year history, this is a Japan-made apparel line. While the main Converse conquered the world with sneakers, this line develops clothing and lifestyle goods themed on “Tokyo lifestyle.” Simple but creative, items shine with a touch of individuality while fitting daily life. It appeals to people who want to enjoy Converse beyond sneakers.

BAPE (A Bathing Ape)

Founded in 1993 by NIGO in Harajuku, BAPE is the brand that made Japanese street fashion known to the world. The Ape Head logo, BAPE Camo, and Shark Hoodie are already cultural icons. Through limited releases and collaborations with famous artists, it created the experience of “wanting but not being able to buy,” turning street fashion into frenzy. Today it expands globally with kids’ and outdoor lines, but buying one piece in Harajuku still carries a special meaning.

NEIGHBORHOOD

Started in 1994 by Shinsuke Takizawa in Harajuku. With motorcycles and military as its backbone, NEIGHBORHOOD built a rugged, masculine style that embodies grown-up street fashion. Damaged denim and leather jackets are signature, and it is always featured in magazines. With many collaborations with STUSSY, adidas, and fragment, the brand is constantly at the center of culture. Masculinity with craftsmanship — that is NEIGHBORHOOD.

Walking the Route Through Harajuku and Aoyama

These five brands are all gathered in the Shibuya–Harajuku–Aoyama area. That means you can pilgrimage through all “five pillars of street” in half a day.

UNDERCOVER NOISE LAB (Shibuya PARCO 2F)
HUMAN MADE OFFLINE STORE (Jingumae)
NEIGHBORHOOD HARAJUKU (Jingumae)
BAPE (Minami-Aoyama)
CONVERSE TOKYO Aoyama Store

The route starts at UNDERCOVER in Shibuya PARCO, then goes to HUMAN MADE and NEIGHBORHOOD in Jingumae. From there, walk along Aoyama Street to finish with BAPE and CONVERSE TOKYO. The short distances let you shop while fully experiencing the atmosphere of street culture.

Street Atmosphere That Can Only Be Felt on Site

You can buy online or in overseas shops, but the vibe inside flagship stores in Harajuku and Aoyama is special. The energy of staff and fans, the exclusive items on shelves, the weekend bustle — all of this together becomes “street.” If you visit Japan, walk this route and find your own piece.

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