“It was against this background that a new movement of street fashion and culture began to gather momentum. Centered around a small area of Harajuku, a rag-tag collection of young designers and retailers began to make their mark on Tokyo’s landscape of fashion and culture. Known by Japanese fashion press as the “Ura-Harajuku movement”, the group was spearheaded by designers, proprietors and cultural figureheads such as Hiroshi Fujiwara, Nigo (A Bathing Ape) and Takahashi Jun (Undercover). Through their proposal of a new concept of design and retail, one which centred on the notions of “identity” and “exclusivity”, the “Ura-Harajuku” movement was to have a profound influence on Tokyo fashion and youth culture.
According to SASQUATCHfabrix designer Yokoyama, “In those days, rather than fashion, the notion of “limited”, “deadstock” and “exclusive” were the real buzzwords. Through these rare items you could become part of a minority – a minority based on a high sense of style. Searching, collecting and completing were the things we adhered to, we were all totally enveloped in the mania for this.”
Fascinating article on the mens fashion movement in Tokyo in the 90s at LN-CC