One of the first and most striking is the SACAÏ brand. This new culture of Japanese streetwear has given many heirs. SACAI, the heir to Japanese streetwear culture.

For example: Comme des Garçons and Nike, BAPE and Adidas, etc. Japanese designer brands will also be joining forces with their American counterparts for unique streetwear collections. For example, the famous Bapesta designed by the label's creator YeezyFor example, the famous Bapesta designed by the label's creator, Kanye West, in collaboration with Bape, or the Y-3 creative line bringing together Yohji Yamamoto and Adidas. The label Undercover also became a close partner of the Swoosh brand, even today. One example is Nike's HTM design department, which includes Tinker Hatfield, creator of the legendary Nike Air Max and designer Hiroshi Fujiwara. Brands like Nike and Adidas will become much more seriously interested in these new fashion heavyweights. Over time, Japanese designers such as Issey Miyake or Yohji Yamamoto are becoming increasingly important in the fashion industry, as is the case with the 'Streetwear' movement.Īmerican artists will start wearing pieces by Japanese designers. During this time, fashion houses such as Comme des Garçons or even Kenzo, a French company founded by the Japanese Kenzo, are making a beautiful place in the landscape of luxury and fashion. It is starting at this period in Japan that the fashion of the rarity and the exclusiveness will really take birth. He and the creator of the brand UndercoverJun Takahshi will collaborate for an extremely limited brand of clothes named A.F.F.A (Anarchy Forever Forever Anarchy). The shops with their careful decoration and unique style also made an impact, as the famous Parisian trend shop, Colette, subsequently called on his services. A real coup, Bape revolutionised the Japanese streetwear market with its exclusive, cutting-edge designs, with Japanese pop culture as the common thread. Soon after, other brands were born, such as Hiroshi Fujiwara's Fragment Design, or the famous A Bathing Ape brand created by Fujiwara's protégé, Nigo. Nike became interested in the brand and developed a collection in collaboration with the Japanese label. What makes it special? All the label's pieces are in limited numbers and sold at a high price in order to create a feeling of rarity and desire. In the 90s, we find the brand GOODENOUGH of DJ Hiroshi Fujiwara. Japanese artists, themselves influenced by this new wave, developed their own brands, with innovative designs and sales techniques. While hip-hop remains the core of this movement, Japanese culture has also made its way into the hearts and minds of streetwear wearers. The streetwear has its origins in the street and is inspired by its residents and their influences. NIKE X SACAI, THE HISTORY OF COLLABORATIONS Japan and streetwear?

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