youth loser

Founded in 2017 by Japanese designer and influencer KEI, Youth Loser is a Tokyo-based streetwear label that has cultivated a dedicated following through its nostalgic, internet-native aesthetic. Rooted in the designer's birth year, the brand's signature "1997" logo serves as a recurring motif across its collections, which draw heavy inspiration from 90s pop culture, vintage technology, and classic Americana. KEI, a prominent figure in Japan's youth culture scene, translates his personal style into accessible, unisex graphic apparel that resonates with a digitally connected generation.

See more