Japanese fashion doesn’t follow trends. It sets them.
For decades, Japan has quietly (and not-so-quietly) shaped how the world dresses, from the sidewalks of Shibuya and streets of Ginza to the runways of Paris, NYC & Milan.
The appeal of Japanese fashion is broad: Innovative fabrics, attention to detail, and a refusal to compromise on making a statement.
From some of the world’s best designer luxury labels to affordable everyday wear, we’ll give you the lowdown on the most respected and talked-about Japanese clothing brands. Plus, we’ll let you know where to shop and how to make sense of sizing, styling, and fit in Japan’s fashion scene.
Classic Japanese Fashion Brands
Japan’s Fashion Hall of Fame reads like a veritable who’s who in the global garment business. We’re talking about the brands and the people who helped put Japan on the world’s fashion map.
You’ll find their work in museum exhibits just as often as in well-dressed wardrobes. Most of these Japanese designers made their mark not through flash, but through vision and consistency.
Comme des Garçons
Founded by Rei Kawakubo in the early '70s, Comme des Garçons has always been difficult to define. And, well, that’s kinda the point. From sculptural runway pieces to the more accessible PLAY line (recognizable by its red heart logo), the CDG brand offers something for collectors and casual wearers alike.
Issey Miyake
Best known for his pleated collections and forward-thinking fabrics, Issey Miyake spent his career asking what clothing could do, not just how it could look. His lines, including Pleats Please and Homme Plissé, are known for being lightweight, low-maintenance, and low-key iconic.
Yohji Yamamoto
Yohji Yamamoto's work tends toward dark, draped, and dramatic – all with a bit of understatement (a classic Japanese way of going about creating exceptional and even fabulous things). His Adidas collaboration (Y-3) brought his aesthetic to a broader audience, but Yohiji Yamamoto’s core line remains deeply personal and unmistakable.
Junya Watanabe
The former pattern cutter at Comme des Garçons, Junya Watanabe has come a long way, indeed! Watanabe started making a name for himself by launching an eponymous line under the CDG umbrella. His designs tend to remix workwear, techwear, and tailoring into something that feels upscale without shouting it.
Japanese Streetwear
Japan has long had its own street style scene, running parallel to global fashion while influencing it from behind the scenes. These brands reflect that mix of local subculture and international appeal.
A Bathing Ape (BAPE)
Founded by Nigo (Nagao Tomoaki) in 1993, BAPE brought Japanese streetwear into the global spotlight. Known for its shark hoodies, camo prints and limited drops, the BAPE brand (and its sub-brands such as AAPE and BAPY, have shaped the aesthetics of hip-hop and sneaker culture worldwide. Planet of the Apes fans will appreciate the homage this Japanese fashion brand paid to that cult classic.
Undercover
Jun Takahashi’s Undercover blurs the line between high fashion and punk. Undercover is known for its graphic-heavy designs, recognizable tailoring and references to music and film. Undercover pieces often feel like private jokes among the culturally and fashionable “in” crowd – now accessible to anyone who can plunk down a credit card.
Cav Empt (C.E)
A relative newcomer with heavyweight credentials, Cav Empt was co-founded by graphic designer Sk8thing and Toby Feltwell (formerly of BAPE). Their collections are tech-forward and cryptic, often layered with glitchy graphics and oversized cuts – not your father’s Japanese fashion, by any means.
Neighborhood
Neighborhood leans into moto and military influences, with heavyweight fabrics and an eye for detail. The pieces are built to last and styled with that “lived-in” look from day one. In a Japanese fashion scene that often emphasizes the understated, brands like Neighborhood stand out for their
WTAPS
Pronounced "double taps," this Japanese fashion brand is about precision. WTAPS focuses on urban military wear with a minimalist color scheme, and its pieces have a quiet authority. In that typical Japanese way, they say a lot without saying too much… if you know what we mean.
Japanese Everyday Wear
If you’re looking for clothing that feels good, fits well and doesn’t demand attention, these brands will deliver. They reflect Japan’s appreciation for everyday excellence.
Uniqlo
Japan’s biggest fashion export, the ubiquitous Uniqlo is everywhere. And it’s not just marketing. Uniqlo focuses on well-priced basics, seasonal updates and tech-infused fabrics (like HEATTECH and AIRism) that actually work. For visitors to Japan looking for modern Japanese fashion and/or comfortable and cool clothing, a stop at one of the Uniqlo stores (such as the Uniqlo Flagship Store in Ginza) is pretty much mandatory.
GU
GU (pronounced as the letters “G.U.”, not like “goo” but rather to sound like the Japanese word “jiyuu” which means ‘freedom’) is Uniqlo’s more trend-driven sibling. GU’s target audience are younger shoppers seeking affordable, fast-moving fashion. It’s ideal if you want a taste of Tokyo street style without breaking the bank.
Muji
Minimalist to the core, Muji’s clothing reflects the same aesthetic as its home goods: simple, natural and functional. Think soft cottons, linen blends and earth tones you can build a wardrobe around. MUJI is a lifestyle brand, too. It was originally intended as a generic label, for clothing as well as food and household goods, but ironically became a label of its own and now has shops and boutiques worldwide.
Auralee
Founded in 2015, Auralee has quickly become a favorite among fashion insiders. The cuts are clean, the fabrics elevated… and the vibe? Well, not to sound repetitive, but… understated. If you like your fashion quiet and your construction spot on, you’ll find a friend in Auralee.
Beams
Beams started as a small shop in Harajuku and grew into a tastemaking empire. The Beams Plus, Beams Golf and Beams Japan lines in particular offer casual clothing that balances American influences with Japanese detail.
United Arrows
Another major multi-brand retailer with in-house labels, United Arrows bridges the gap between fashion-forward and classic. Count on clean silhouettes, refined fabrics and a broad size range.
These last two, Beams and United Arrows, are particularly visible when you travel around Japan, especially in cities like Kyoto, Osaka and Tokyo. You’ll find these Japanese brands in malls, department stores and street boutiques.
Japanese Sportswear
Japan’s sportswear brands put function first, but that doesn’t mean they’re short on style. Whether you're hitting the trails or just like the look, these brands deliver both.
Mizuno
Best known for its running shoes and baseball gear, Mizuno also produces technical apparel with clean lines and impressive durability. It’s a longstanding Japanese sports brand that’s been respected for decades.
Asics
Asics running shoes are a favorite among serious runners, and the brand’s collaborations (especially with Kiko Kostadinov) have gained it streetwear cred as well. When traveling in Japan, you may encounter both Asics Tiger and Onitzuka Tiger shops (the yellow and black shoes are quite trendy as of this article’s publication).
Descente
Descente focuses on skiwear, cycling gear and streamlined activewear. The tailoring is sharp, the materials are high-performance and the overall look and feel of Descente speaks more to “premium” than flashy.
Goldwin
Originally a ski brand, Goldwin has evolved into a label that combines fashion with function. Think Gore-Tex outerwear, knit base layers and ergonomic design.
Polewards
Polewards specializes in gear built for extreme conditions. If you're looking for true alpine-ready apparel that doesn't scream for attention, this is a brand worth knowing.
Japanese Denim & Workwear
Japanese denim is world-famous for a reason. These brands focus on slow fashion. Telltale signs include selvedge edges, vintage looms and meticulous dyeing processes that give every piece plenty of character.
orSlow
Named for its design philosophy ("original" + "slow"), orSlow focuses on denim and military-inspired workwear that improves with age. The jeans are designed to fade beautifully.
Kapital
Kapital takes classic Americana and filters it through a uniquely Japanese lens. This brand features patchwork, sashiko stitching and a number of references to indigenous textiles.
Momotaro Jeans
Based in Okayama prefecture (a hub for Japanese denim), Momotaro is known for its heavyweight selvedge jeans and signature pink stitching. These are investment pieces with staying power. Like denim? Be sure to visit Kurashiki, a gem of a town in Okayama prefecture, when traveling in Japan!
Studio D’Artisan
A founding member of the Osaka Five (a group of influential denim makers), Studio D’Artisan combines vintage aesthetics with modern comfort.
Fabric-Brand & Co.
Less flashy than some, Fabric-Brand & Co makes denim with classic Japanese attention to detail. The result: clean, durable, timeless jeans you’ll keep for years.
The Real McCoy’s
Focused on exacting reproductions of vintage American workwear and military gear, The Real McCoy delivers garments that feel authentic down to the rivets.
Japanese Luxury Clothing Brands & Niche Labels
These brands might not be household names, but among fashion circles, they’re spoken of with admiration (and maybe just a hint of envy).
Visvim
Founded by Hiroki Nakamura, Visvim blends Japanese craftsmanship with Native American and vintage American influences. The footwear alone has a cult following, but the apparel is where the brand's signature approach to detail shines.
The Soloist
Takahiro Miyashita’s work is deeply personal and never ordinary. Each piece of The Soloist feels like part of a narrative only the designer fully understands, but the most ardent followers will covet.
Sacai
Sacai is known for its hybrids: trench coats spliced with MA-1 jackets, dresses with down-filled panels – plenty of unexpected combinations. Designer Chitose Abe creates clothing that changes shape as one wears it.
Anrealage
This brand brings tech and fantasy together in wearable form. Anrealage plays with light, structure, and material in ways that feel more experimental than commercial (yet still totally wearable).
TOGA
Founded by Yasuko Furuta, TOGA plays with contrast: soft and structured, minimal and embellished. Its Western-influenced pieces are often accented with hardware and asymmetry.
Maison Mihara Yasuhiro
Known especially for his "deconstructed" sneakers, Mihara’s work challenges traditional forms. The clothing often features slouched fits and playful distortion.
Where to Shop Japanese Clothes Online & In Japan
If you're shopping from abroad, start with:
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Zozotown: Japan’s largest online fashion mall.
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SSENSE and Mr Porter: for high-end brands with international shipping.
In Japan, the top fashion destinations include:
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Harajuku (Tokyo): once the hub of youth culture, niche boutiques and streetwear, Harajuku is not as “cool” as it used to be (thanks Gwen), but is at least worth a look when visiting Tokyo
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Daikanyama & Nakameguro (Tokyo): upscale, indie fashion in Tokyo (it fled Harajuku years ago)
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Minami (Osaka): a mix of luxury, underground & vintage, it’s a must when visiting Osaka and near places you’ll probably hit up like Dotonbori and Namba
Shopping Tips: Fit, Style & Navigating the Scene
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Sizing runs smaller. Japanese sizing can be up to two sizes smaller than US or European equivalents. When shopping online, check size charts carefully.
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Layering is cultural. Japanese fashion often embraces layering, so pieces are cut to accommodate that. Don’t be surprised if a jacket feels roomy; it’s meant to.
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Try local brands for skincare too. Fit and fashion are well-matched with equally sharp grooming. Check out Japanese skincare, makeup, and sunscreen.
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Be sure to follow our companion pieces, such as:
Japan’s fashion scene has something for practically every kind of wardrobe. Japanese clothing brands rarely shout, but rather speak in detail, in construction, in the way fabric moves when you walk.
Want to round out your look? Bookmark our beauty and grooming hub to stay updated on skin care, hair tips, and more.
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