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Japan and streetwear?

The streetwear has its origins in the street and is inspired by its residents and their influences. While hip-hop remains the core of this movement, Japanese culture has also made its way into the hearts and minds of streetwear wearers. Japanese artists, themselves influenced by this new wave, developed their own brands, with innovative designs and sales techniques. In the 90s, we find the brand GOODENOUGH of DJ Hiroshi Fujiwara. 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.

Nike became interested in the brand and developed a collection in collaboration with the Japanese label. 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. A real coup, Bape revolutionised the Japanese streetwear market with its exclusive, cutting-edge designs, with Japanese pop culture as the common thread. 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.

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). It is starting at this period in Japan that the fashion of the rarity and the exclusiveness will really take birth. 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. 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.

American artists will start wearing pieces by Japanese designers. Brands like Nike and Adidas will become much more seriously interested in these new fashion heavyweights. New partnerships were born. One example is Nike's HTM design department, which includes Tinker Hatfield, creator of the legendary Nike Air Max and designer Hiroshi Fujiwara. The label Undercover also became a close partner of the Swoosh brand, even today. Iconic collaborations were born. 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. Japanese designer brands will also be joining forces with their American counterparts for unique streetwear collections. For example: Comme des Garçons and Nike, BAPE and Adidas, etc.

SACAI, the heir to Japanese streetwear culture.

This new culture of Japanese streetwear has given many heirs. One of the first and most striking is the SACAÏ brand. Founded in 1999 in Tokyo, this label is the fruit of Chitose Abe's work. The designer spent eight years with Rei Kawakubo and Junya Watanabe to manage the design Comme des Garçons house. Very discreet, the Japanese learnt from these two illustrious designers before attempting the adventure on her own. She then created the label SACAI, inspired by the particular and heterogeneous universe of Japanese capital.

Based on the work and juxtaposition of materials, Chitose Abe is increasingly making a name for herself in the underground scene. With her conceptual designs, specific to Japanese fashion, the fluidity of her silhouettes and the contemporary aspect of her models, SACAI is gradually making a place for itself in the fashion world. In 2006, the brand paraded for the first time in Paris in front of the biggest names in the field. The designer opened her flagship store in Tokyo in 2011. The brand will then establish itself all over the world with 90 boutiques. In 2012, SACAI was included in the official Paris Fashion Week calendar. Despite its popularity in the fashion industry, the label remains little known to the general public. The Japanese brand collaborates with Nike for an exceptional collection of sneakers. A collaboration that will bring Chitose Abe's creation greater visibility.

NIKE SACAI, an avant-garde and original collaboration.

Revealed during the presentation of the SS19 collection of the Japanese brand, the collaboration between Nike and SACAI has created an event in the world of fashion. sneakers. After numerous partnerships with other Japanese labels, such as Undercover and AMBUSH, the American company gave free rein to Chitose Abe's creative ideas. Playing with the brand's identity, the designer transposes the juxtaposition of materials and the contrast of reliefs on Nike's silhouettes. Several sneakers are thus reworked: The classic Blazer and the sporty Waffle.

Completely revised in their design, the uppers of these silhouettes are split, giving a new and avant-garde destructured aspect. With several colours mixing red, blue and green, the first editions of these collaborations are a real success. Building on this popularity, the two brands are continuing this partnership to give other tones to the models and to develop a tennis outfit for American women players. In a period where collaborations have become regular, the associations between the American and Japanese brands remain a sure value of creativity and modernism. The Nike x Sacaï collection is a perfect example of this.

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