undercoverism

Founded by designer Jun Takahashi in 1990 while he was a student at Bunka Fashion College, Undercover (often referred to as Undercoverism) is a cornerstone of Japanese fashion that masterfully blends streetwear with a high-fashion, avant-garde sensibility. Rooted in the Ura-Harajuku scene of the early '90s, where Takahashi opened the influential store "Nowhere" with Nigo of BAPE, the brand quickly gained a cult following for its rebellious, punk-infused aesthetic. Operating under the motto “We Make Noise, Not Clothes,” Takahashi’s work is celebrated for its deconstruction of classic garments and its exploration of themes that are, in the designer's own words, "strange, but beautiful."

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