Photo Credit: ©︎ Okayama Prefectural Tourism Federation
Japan’s fashion scene has attracted the world’s attention for decades, with Japanese designers and brands being recognized for their ability to blend the historical crafting culture of their country with cutting-edge innovation. Japan’s fashion scene is as vibrant and diverse as the country itself, from the idiosyncratic street styles of Tokyo to the action-packed mountain slopes of Niigata to the artisanal denim workshops of Okayama. Here, we will dive into these three regions, showcasing the designers, brands, and crafting history that make them must-visit destinations for fashion lovers.
Tokyo: The Beating Heart of Japanese Fashion
Tokyo is Asia’s preeminent fashion capital and one of the most notable fashion cities in the world. A thriving hub for creativity and cutting-edge design, it has produced avant-garde designers and quirky street styles that have captivated the fashion industry. Head to Harajuku to wander in and out of the kawaii boutiques and carefully curated vintage stores of Takeshita Street, or take a stroll down the designer-lined road of Omotesando, Tokyo’s equivalent of Los Angeles’ Rodeo Drive or Paris’ Avenue des Champs-Élysées.
Only a short walk away from both these destinations, you’ll find yourself in Aoyama, a high-end district that champions Japanese talent. The area is home to the flagship stores of lauded fashion designers Yohji Yamamoto and ISSEY MIYAKE.
Yamamoto’s early groundbreaking designs eschewed conventional Western fashion tropes, focusing on bold silhouettes in black monochrome. His Aoyama store, with its carefully considered architecture and sleek, minimalist interior design, reflects the designer’s aesthetic, allowing you to physically step into his vision.
ISSEY MIYAKE’s colorful creations expand the relationship between the textile and the body.
Photo Credit: ©︎ ISSEY MIYAKE INC.
ISSEY MIYAKE is a women's collection brand that has been helmed by designer Satoshi Kondo since 2019. A globally recognized name, ISSEY MIYAKE combines Japanese clothing philosophy with tech-forward design.
Enjoy an unforgettable shopping trip under the vibrant green canopy of Omotesdando Street.
Niigata: Where Function and Form Meet
In winter, take in the stunning contrast of white and blue at the snow-covered Echigo Plain.
With its high majestic mountains and stunning coastline, Niigata Prefecture is one of Japan’s great adventure destinations. From skiing in the winter months to hiking and camping during the warmer seasons, it’s the perfect location to revel in the great outdoors.
At Shitada-go, a unique, year-round camping ground, you'll find the perfect camping destination no matter the weather. Surrounded by lush foliage, striking rock formations, and the clear Igarashi River, guests can enjoy camping or glamping whilst soaking up the natural beauty of the region.
Enjoy the great outdoors in Niigata Prefecture’s vast nature.
Niigata Prefecture is also home to a strong metalworking culture, particularly in the area of Tsubame-Sanjo, one of the crafting centers of Japan. Whilst most known for its kitchenware metalworking, the artisans of the region have applied their knowledge to crafting outdoor goods as well. It’s no wonder then, with all the activity it has on offer and its history of craft, that Niigata has become well known for its high-quality outdoor sports clothing, having birthed several internationally renowned brands.
Okayama: Home of Denim Crafting Excellence
Okayama, where denim is celebrated everywhere, even in public transportation.
Photo Credit: ©︎ Okayama Prefectural Tourism Federation
Having been initially imported from the United States, the best denim in the world is now made in Japan. Some of the most recognizable Japanese denim brands are MOMOTARO JEANS® and Betty Smith® JEANS, companies based in the world-renowned denim production town of Kojima district, located in Kurashiki City in Okayama. The MOMOTARO JEANS®'s motto, "Made by hand without compromise" showcases the care and skill that goes into every pair of jeans they produce.
Witness the history of Japanese denim jeans at the Betty Smith® JEANS AND MUSEUM VILLAGE.
Photo Credit: ©︎ Okayama Prefectural Tourism Federation
Whilst you can buy their vintage-style jeans at locations worldwide, by visiting their Kojima store on Jeans Street - the holy grail for Japanese denim - you can have your jeans made-to-order, adding personalized touches such as buttons and patches sewn by craftsmen using vintage sewing machines. If you visit the shop on weekdays, you may catch a glimpse of their artisans crafting denim on Japan’s only denim weaving loom.
Fashion is for everyone, and what we wear is an integral part of how we identify ourselves. So, whether you love the urban trends and luxury brands of Tokyo, the functional and stylish outdoor apparel of Niigata, or the meticulously crafted iconic denim of Okayama, Japan has something to suit every style. So don’t pack your suitcase too full, you’ll need that space to fit in all the purchases you're bound to make here.
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About the author
Author: Laura Pollacco
Profile: Laura is a freelance writer and photographer living in Tokyo, Japan. Having lived in Japan for over four years, Laura has spent much of her time traveling the country, diving into any opportunity to experience unique Japanese culture. She has been published in several publications, writing on the themes of travel, culture, fashion, art, and food. Outside of journalism, she loves to be on Tokyo's many stages as a performer.
