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The 7 Freshest Japanese Fashion Brands of 2017 So Far

Picture of Alicia Joy
Tokyo Writer
Updated: 7 August 2017
Japan remains on the cutting edge when it comes to contemporary fashion and design. Keep up with the latest trends and check out these Japanese labels debuting in 2017.


Hidaka’s first collection was spring/summer 2017. The brand’s founder, Shun Hidaka, collaborated with FASHION MOMENT TOKYO and exhibited at Rooms in Tokyo before launching his eponymous label in 2017. The brand focuses on creating stylish clothes suitable for streetwear.


WEWILL was started by the founder of WHEREABOUTS, Hidetaka Fukuzono, a Tokyo-based brand established in 2004. With 20 years of industry experience under his belt, the designer’s latest endeavor is already making waves in the fashion world. Launched with a fall/winter 2017-2018 collection.

#WEWILLGinza #WEWILL #KROYWEN #tokyo #nyc

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The duo behind ANDYKEY were in the same classes at Bunka Fashion College and Bunka Fashion Graduate University (BFGU) for six years before launching their own label. The brand was formed in 2016 and launched in 2017 with a fall/winter collection. Their inspiration is indigenous and traditional garb from around the world.


ayâme was founded by Aya Takeshima, a graduate of Central Saint Martins in London. Takeshima worked as an embroidery textile designer at CHANEL Métier d’Art and Maison Lemarié before returning to Japan to launch her own label.

#ayâme #アヤーム

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DAIRIKU is a men’s fashion label by Dairiku Okamoto. The brand was selected to participate in the Asia Fashion Collection, an incubator and competition where the winners walk a runway debut in New York along with other perks.


amachi. was launched by Amachi Yoshimoto. Born in California to free-spirited musicians, nature has always been close to Yoshimoto’s heart. He announced his earth-inspired men’s label amachi. from his new home base in the mountains of Nagano Prefecture.

Super LongVest. Inspiration from Traditional Morrocan Mens wear. #amachi #amachiyoshimoto #collection001

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RICE NINE TEN was founded on February 2, 2017 by Shohei Kimura of POURTON DE MOI. The name’s origin is unique; combing the kanji for rice, nine, and ten in one character gives you iki (粋), a Japanese word that describes refined, appealing style. The Tokyo-based brand describes itself as “innovative, instinctive and borderless.”