There really isn't anywhere on earth more fashion-forward than Japan. From the maximalism of Harajuku dressing to the country's penchant for simplistic, well-made pieces that stand the test of time, the Japanese fashion scene is as vast and versatile as it is cutting-edge. Whether layered up in sleek silhouettes during the colder months or embracing breezy, lightweight tailoring that exemplifies Japanese summer fashion, style here shifts effortlessly with the seasons.
If you're just starting to explore the Japanese fashion landscape, we've put together a roadmap of some of the standout Japanese fashion brands and designers we think you should know. It’s a great starting point — especially if you’re wondering where to buy Japanese fashion that truly captures the essence of this ever-evolving scene.
1. Sacai
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Japanese luxury fashion label Sacai was established by Chitose Abe in 1999. The label's aesthetic patchworks together sportswear and couture, juxtaposing traditional silhouettes with contemporary practices like 3D modelling. Sacai has also featured in notable collaborations with brands like Nike and Moncler.
2. Comme des Garçons
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Our list wouldn't be complete without mentioning arguably one of the most famous Japanese fashion brands. Founded in Paris by Rei Kawakubo, Comme des Garçons has stood the test of the time amongst critics and consumers alike, thanks to its boundary-pushing but instantly-recognisable designs.
The label has long disregarded trends and gendered clothing, opting to draw their own line between order and chaos, with a distinct brand of Japanese street fashion. In fact, CDG has become a global fashion powerhouse: the 2017 Met Gala theme was based on the brand's legacy (the first time the museum focused on a living designer since Yves Saint Laurent in '83).
3. Fumiku
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Fumiku's vision is an ethereal one, based on the idea of "expressing the world between real and fantasy". Launched in 2018 by the eponymous Fumika Hayashi, thoughtfully explores the interplay between masculine and feminine shapes, championing brilliantly tactile materials that layer together to create something magic.
4. AKIKOAOKI
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Akiko Aoki is one of Japanese most promising up-and-coming fashion designers. Postured by the philosophy that clothing is a a performance, Aoki deconstructs traditional womenswear to create a novel vision.
5. Soshiotsuki
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Tokyo menswear label Soshiotsuki proffers a new vision of suiting, reinventing form and function to present oversized blazers, tasseled businesswear and fur vests. There's a studied inelegance to his collections, an undone-ness that somehow lands at a perfect symbiosis of practicality and beauty. The brand's 2023 collections mark a decade since the brand's namesake designer Soshi Otsuki was a nominee for the LVMH prize back in 2013.
6. Onitsuka Tiger
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Founded in 1949 by Kihachiro Onitsuka in Kobe, Japan, Onitsuka Tiger is one of the oldest Japanese athletic shoe brands, originally established to promote youth health through sport. The brand gained international fame in the 1960s when marathon runner Abebe Bikila and basketball players wore its shoes, and later became the precursor to ASICS after a 1977 merger. Known for its distinctive Mexico 66 model – first worn at the 1968 Olympic Games in Mexico City – Onitsuka Tiger continues to fuse vintage athletic style with modern fashion in global markets today.
7. Children of the Discordance
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If it's a sustainable Japanese fashion brand you're after, look no further. Established in 2011, Children of the Discordance places focus on up-cycling items from designer Hideaki Shikama's personal archives, as well as making use of sustainable materials sourced from African Masai tribesmen and refugee textile factories in Palestine.
Shikama's garments are unique, patchwork homages to the ways in which we might reinvent textiles, without losing the ability to be radically imaginative or deeply personal.
8. Junya Watanabe
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After cutting his teeth as an apprentice pattern-maker under the legendary Rei Kawakuboat at CDG, Junya Watanabe evolved to create his own more gritty, experimental label under the CDG House. Watanabe's avant-garde aesthetic eschews the traditional, favouring a more exploratory and contemporary approach to design. Notable collaborations with the likes of New Balance and Carhartt have reinforced the brand as a mainstay of the Japanese fashion landscape.
9. AMBUSH
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Beginning as an experimental jewellery brand, AMBUSH has grown to become the forefront of luxury Japanese street fashion. Capturing a distinct, pop-art aesthetic inspired by Tokyo culture has led to commissions and projects with an impressive list of collaborators, including includes Louis Vuitton, Off-White, Bvlgari, Nike, Moet and CONVERSE. Dior's Kim Jones even installed AMBUSH's lead designer as head jewellery designer for Dior Men.
You can get your hands on AMBUSH's pieces at their exclusive flagship store in Tokyo, or online.
10. Hysteric Glamour
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Hysteric Glamour is a Japanese designer label created by artist Nobuhiko Kitamura in 1984, which has wended its way back into the streetstyle scene of Japan and beyond. Its bold aesthetic is credited for being rock and roll with a touch of grunge.With 51 stores in Japan in areas like Harajuku, Aoyama, Shibuya and Shinjuku still standing, international stores exist in Hong Kong, London and Paris. Hysteric Glamour is even mentioned by Gwen Stefani in her song "Harajuku Girls". If you're lucky, you might score an iconic piece from season's past at one of Japan's many vintage stores.
11. Aura Lee
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At the heart of AURALEE's design ethos is simplicity, interwoven textures, and an appreciation for fine lines. Their constructions are light, airy, and ready to wear for any occasion. Here at RUSSH, we're particularly big fans of their simple layering pieces as the ultimate Japanese winter fashion solution to the current cooler weather.
12. Doublet
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Enter Doublet: A kitschy, zany universe that pieces Japanese pop culture with the grit of streetwear styles. The eclectic ready-to-wear line features bags, hats, shoes, accessories and more. Oddity is the name of their game, but don't get it twisted: their apparel would not look out of place on a Tokyo street.
13. SS Stein
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Founded in 2016, SS Stein seamlessly blends minimalism with the avant garde. Each collection is functional yet unique, typically featuring relaxed, oversized silhouettes and tailored elements. Whether it's the perfect slouchy pair of jeans, or a blazer that will become a wardrobe hero, SS Stein pieces are designed to be loved now and worn forever.
14. YOHJI YAMAMOTO
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Yamamoto found his way into fashion through humble beginnings, learning the craft of sewing from his mother before enrolling at the now-renowned Bunka Fashion College. He made his mark on Tokyo’s fashion scene in the late 70s and by the early 80s had introduced his self-titled collection in Paris with a groundbreaking runway show that established his reputation as a pioneer of avant-garde design – though he modestly refers to himself simply as a “dressmaker.”
His acclaimed brand, along with offshoots like Y’s and POUR HOMME, has since cultivated a loyal international following drawn to his expert tailoring and unconventional take on traditional Western fashion norms. And nearly fifty years later, YOHJI YAMAMOTO continues to channel a rebellious spirit.
15. ISSEY MIYAKE
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Established in 1970 by the visionary designer, this iconic Japanese label revolutionised fashion through groundbreaking innovations in fabric and garment design. Today, under the direction of Satoshi Kondo, the brand continues to honour Miyake’s legacy by creating clothing that merges form and function, moving effortlessly with the body.
Emphasising craftsmanship, ISSEY MIYAKE incorporates traditional techniques – like intricate hand-dyeing—alongside experimental construction methods. Signature designs often feature seamless, sculptural silhouettes made from a single thread, symbolising the brand’s pursuit of unity between technology, tradition, and wearability.
16. Needles
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NEEDLES is a New York–based label known for reinventing vintage Americana through a distinctly Japanese lens. Established in 1995 by Japanese designer Keizo Shimizu, the brand gained cult status in 2018 thanks to a standout collaboration with A$AP Rocky’s AWGE, featuring a limited-edition tracksuit.
They're celebrated for its signature blend of relaxed construction and precise tailoring, offering a wardrobe of eclectic staples – think corduroy chore coats, argyle mohair cardigans, velour track pants, and faux fur bucket hats. Fusing nostalgia with modernity, the brand consistently reinterprets classic silhouettes into elevated, everyday wear that transcends seasonal trends.
17. and wander
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Established in 2011 by designers Keita Ikeuchi and Mihoko Mori, and wander was born from a shared passion for the outdoors. After meeting during their time at ISSEY MIYAKE, the pair set out to merge their background in high fashion with the functionality of outdoor gear. The result is a brand that seamlessly blends technical performance with refined design — a true fusion of style and utility. Their unique perspective quickly gained recognition, earning them the Tokyo Fashion Award in 2016. With a philosophy rooted in the pure enjoyment of being outside, and wander creates durable, thoughtfully crafted apparel designed for an active, nature-loving lifestyle.
18. ASICS
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ASICS is a leading Japanese sportswear brand, founded in 1949 by Kihachiro Onitsuka .The brand’s name – derived from the Latin “Anima Sana In Corpore Sano” (“a sound mind in a sound body”) – reflects its mission to promote holistic health through movement. ASICS has remained at the forefront of athletic design by integrating advanced technologies and collaborating with designers like Kiko Kostadinov to evolve its style.
In 1990, the company established the ASICS Institute of Sports Science, where scientists, athletes, and coaches work together on footwear and apparel innovations. Its signature GEL technology and streamlined construction offer superior comfort and shock absorption, making ASICS sneakers a favorite among runners, walkers, and city dwellers alike.
19. BAPE
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Founded in 1993 by Tomoaki “Nigo” Nagao, A BATHING APE (known affectionately as BAPE) helped define Japan’s Urahara style, merging 90s skatewear with Americana. Known for its camo prints, distorted ape logos, and Baby Milo accessories, BAPE’s women’s line blends Y2K workwear, basics, and Ivy League-inspired pieces. The popular Bapesta sneakers and playful aesthetic reflect Japan’s kawaii culture, while collaborations – especially with Pharrell Williams – boosted its global fame. Now led by Nigo, artistic director of Kenzo, BAPE remains a trailblazer in pop fashion with its bold, ever-evolving streetwear identity.
20. BEAMS PLUS
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BEAMS PLUS, a standout line under the renowned Japanese label BEAMS, draws its inspiration from classic American post-war fashion. BEAMS itself began in 1976 as a small 230-square-foot store in Tokyo’s Harajuku district and has grown into a major force in Japanese fashion. Launched in 1999, BEAMS PLUS blends vintage Americana with modern design, crafting garments and lifestyle pieces that are both timeless and versatile. This line pays homage to heritage style by reviving old-school silhouettes and infusing them with updated, contemporary touches.
21. DAIWA PIER39
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DAIWA PIER39 is a fashion-forward offshoot of Japan’s iconic fishing brand DAIWA, founded in 1958. Launched in 2020 under the creative direction of former BEAMS PLUS director Nakada Shinsuke, the Tokyo-based label blends outdoor functionality with urban style. The brand reinterprets classic gear – like cargo shorts, reversible vests, and mountain parkas – using advanced materials such as GORE-TEX INFINIUM and weather-resistant polyester. Each piece is designed to balance performance and aesthetics, catering to modern city life while honouring rugged outdoor roots.
22. ATON
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Founded in 2016 by Yasuharu Kuzaki, ATON is a Tokyo-based label redefining wardrobe essentials with refined simplicity. Each piece undergoes a meticulous process, with Kuzaki personally testing prototypes (for up to a year!) before production. Crafted using high-quality cotton, wool, silk, and linen, ATON garments reflect a deep respect for traditional techniques and natural dyeing. The brand transforms understated basics into quietly luxurious daily wear, offering a timeless wardrobe for the confident, self-assured individual.
23. kolor
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Junichi Abe, a graduate of Bunka Fashion College, founded the Tokyo-based label kolor in 2004 after honing his skills as a pattern-maker at Yohji Yamamoto and Comme des Garçons. Known for its innovative approach to everyday wear, kolor blends elements of sportswear, military gear, and traditional menswear. The brand reinvents staples like polo shirts and trench coats through bold colour accents and unexpected cuts.
24. KOZABURO
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Kozaburo Akasaka, a standout in Japan’s fashion scene, launched his namesake label after earning degrees from Parsons and Central Saint Martins and working at Thom Browne. His 2017 LVMH Prize win cemented his status as a rising star, now known for the brand's unique fusion of refined tailoring and edgy Tokyo streetwear. The label’s menswear features sharply constructed trousers, shirts, and jackets, often enhanced through hand-stitching and textural treatments.
25. GOLDWIN
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Since its founding in 1950, Tokyo-based Goldwin has been a pioneer in technical outerwear, blending performance and minimalist style. Originally known for its ski and sporting goods, the brand has evolved to serve the modern urban explorer with sleek, functional apparel. Goldwin's offerings – ranging from GORE-TEX coats to fleece layers and insulating accessories – reflect over 70 years of expertise and the precision of Japanese craftsmanship. And with the introduction of GOLDWIN 0, the brand embraces zero-waste design and a refined, city-ready aesthetic.
26. Fumito Ganryu
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Ganryu began his career at Comme des Garçons, where he honed his skills under Junya Watanabe before launching his namesake label at Pitti Uomo 94 in 2018. Though his label debuted at a menswear event, Ganryu rejects gender constraints in his designs. His collections artfully fuse streetwear and workwear, often defined by oversized silhouettes, technical fabrics, and traditional Japanese dyeing methods. With thoughtful detailing and a modern edge, his pieces are both practical and expressive.
27. N.Hoolywood
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Daisuke Obana began his fashion journey as a buyer for a vintage store in Tokyo, where he developed a deep appreciation for military aesthetics, American vintage sportswear, and traditional Japanese craftsmanship. These influences became the foundation of his label, N.Hoolywood, which he launched in 2000. The brand quickly gained recognition for its relaxed, wearable pieces that blend heritage with contemporary design. Over the years, N.Hoolywood has expanded its appeal through a variety of high-profile collaborations, including partnerships with Reebok.
28. Descente ALLTERRAIN
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Launched in 2012, Descente ALLTERRAIN originated from outerwear designed for Japanese athletes at the 2010 Winter Olympics. A sub-label of Descente – a leading Japanese ski brand founded in 1935 – ALLTERRAIN blends decades of alpine expertise with modern innovation. Spearheaded by lead designer Mitsuru Yamada, the line emphasises performance, style, and advanced construction. Its standout product, the Mizusawa down jacket, redefined outerwear by replacing stitched seams with heat-welded technology, enhancing water resistance and durability. Developed at Descente’s Osaka research center, the collection reflects a philosophy of “functional beauty.”
29. nanamica
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Nanamica, meaning “house of the seven seas,” centres its vision on outdoor performance. The brand utilises advanced technical fabrics to deliver top-tier weather protection, yet it avoids the traditional look of high-performance gear. Instead, Nanamica leans toward a more refined and understated design sensibility. Its approach favours soft, neutral tones and tailored silhouettes, blending functionality with everyday sophistication. The result is outerwear that feels equally at home in the city as it does in nature.
30. OUAT
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OUAT, founded in 2019 by Ryosuke Tamura, emerged from his Tokyo vintage boutique, Once Upon A Time. The unisex label merges Tamura’s passion for archival fashion with modern, functional design. Drawing inspiration from his global travels, Tamura creates elevated everyday pieces that echo vintage charm while embracing innovation. OUAT quickly attracted attention for its experimental yet practical approach to sportswear, workwear, and daily essentials. Each piece reflects refined Japanese craftsmanship and is designed to be both adaptable and cohesive.
31. Pleats Please Issey Miyake
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The feminine counterpart to HOMME PLISSÉ ISSEY MIYAKE, stands as a leading name in Japanese fashion. Launched in 1993, it’s known for its patented knife-pleat fabric, which blends comfort, fluidity, and elegance. Issey Miyake, who began his Tokyo-based studio in 1970, introduced this pleating innovation in the 1980s, reshaping garment construction. The brand delivers refined womenswear with graphic flair and modern structure. Effortless silhouettes – dresses, coats, and trousers – gracefully highlight the fabric’s unique texture.
Featured products are selected editorially. Our opinions are our own. Occasionally, we may receive a standard affiliate partner fee if you make a purchase using the links we feature.
