Fashion Nerds

Harajuku street style

Harajuku’s fashion energy came from people assembling their own looks. Photographs recorded a changing mix of vintage, handmade and independent-label clothes rather than a single uniform.

Personal mixes and layeringSecondhand and handmade clothingIndependent labels and substyles
New Funk outfit worn by Hashimoto Suguru, New Funk Inc.; selected and worn by Hashimoto Suguru, Made 2000; worn about 2000–02

New Funk outfit worn by Hashimoto Suguru

New Funk Inc.; selected and worn by Hashimoto Suguru · Made 2000; worn about 2000–02

Suguru wore the two tops with different trousers in a photograph published in FRUiTS in September 2000. The museum preserves this group of garments from his wardrobe.

Materials: Polyester tops; cotton-polyester jersey trousers

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About Harajuku street style

Harajuku street style describes a fashion community rather than one uniform look. Around the turn of the millennium, young people mixed secondhand clothes, handmade pieces, Japanese dress references and independent labels into highly personal outfits. Shoichi Aoki’s FRUiTS magazine documented this experimentation from 1997. Decora, Gothic Lolita, punk and other looks coexisted, while the back streets of Harajuku nurtured labels including Undercover. The wearers’ combinations were essential: a designer garment was one ingredient in a look, not its complete explanation.

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