Japanese cult streetwear label known for its avant-garde, folklore-inspired designs and 90s Ura-Harajuku influence.
ORIGIN
Japan
PRICE TIER
premium
Founded in 1990 in Tokyo by Takao Yamashita, beauty:beast emerged as a defining force in the 90s Ura-Harajuku streetwear scene. Yamashita, who initially trained in architecture and struggled with self-consciousness, turned to fashion as a means of honest expression. The brand's name, inspired by the French folktale, reflects the duality of human nature and a rebellion against societal norms. Known for its avant-garde approach, beauty:beast fuses punk, gothic, and steampunk influences with fantastical, folklore-inspired motifs.