The sabukaru Guide to our favourite Japanese Brands
Following on from the list of our favourite Korean brand's guide, we thought it was about time to compile a list for Japan this time. Being the pillar of style that it is and arguably being the country with the highest expectations when it comes to quality and style, there is no surprise that there are countless amounts of brands we could add to this list. One article could never do it justice. But we’ll try our best.
It seems style in Japan is intrinsic; more so than ever in Tokyo, known as one of the capitals of fashion. Walking the streets here, you’ll find even everyday citizens dressed in immaculate outfits. From the outlandish and lavish Harajuku teens to the ultra-on-trend Shibuya tastemakers and even down to the salaryman of Roppongi, despite all their own unique styles, each and everyone sets the bar high in their own respective lanes.
There is a certain level of taste that is unmatched on such a widespread scale, and this need for excellence is perhaps the reason why there are so many great Japanese brands, both new and old. And this taste doesn’t just fall into fashion. The Japanese are real cultural leaders, whether this is music, merchandise, art, cars, or all of the above. Due to this, they gain a cult-like following by implementing and creating subcultures and staying true to themselves.
When we look at the history of fashion in Japan, these new brands have lots to live up to. There is no doubt that brands such as BAPE, UNDERCOVER, and GOODENOUGH helped pave the way for a new era of street fashion and culture, and the likes of Issey Miyake, Comme Des Garcons, and Yohji Yamamoto changed the way avant-garde fashion would be perceived worldwide and would be the catalyst for the dawning of a fashion legacy that has yet to be mimicked. Because of this, there must be incredible pressure to live up to the standards that the ones before them have left. But, pressure makes diamonds, and some real crowning jewels are stemming out of Japan now, both well-known already and also under the radar.
In this list, you’ll discover these exact brands. We won’t be focusing on the expected, more so up and coming or under the radar that deserve the spotlight. Some you may have heard of and likely seen pop up on our feed before, others you may have not and you might discover your next favourite brand. Either way, this is a deep dive into the best that Japan has to offer. Let’s go.
Kaiko
Starting the list off is a staple in anyone's wardrobe who enjoys technically designed clothing that edges towards a more sophisticated approach. Kaiko is a brand that allows you to enjoy everyday functionality and versatility without being too in your face about it. With a slick design, incredible form and fitting, and downplayed colour palette this a true modern uniform to tackle the every day.
Our top pick from the brand is the soon-to-launch leather gloves. Coming in a snug fit with touchscreen capabilities, these are going to be an absolute must for the upcoming winter season.
Teatora
Staying in line with the functional fashion universe, our next brand is Teatora. The ultimate brand for someone looking for a functional fashion brand that tailors more towards the smart/casual look rather than the outdoor, technical gear. With the brand implementing renditions of suit styles, with tailored blazers, shirts, and trousers, Teatora is a must for anyone looking to elevate their office attire whilst also being able to partner the garments with their favourite outdoor wear.
The Wallet Jacket comes in a variety of colours, but our favourite this season is in Charcoal. Developed for the business-minded but perfected for the style-conscious modern consumer, the jacket comes equipped with a variety of functionalities to help you in the everyday. The unique patterning on the jacket allows for greater comfort on flights, the security pockets ensure your essentials aren’t lost as well as not stolen using a hidden mechanism to open them, and the wide array of practicalities of the fabrics themselves makes sure that this jacket is a serious staple and worth the investment.
BoTT
A brand that all sabukaru readers should know by now, BoTT, or Birth of The Teenager, is an absolute favourite amongst our community and Japan in general. Headed up by the loveable and extremely talented Teito, BoTT is the leader of a new wave of Japanese streetwear. Focused on elevated and tasteful design, the brand has a sophistciation to both the clothing and its visual communication that is hard to mimick; effortless, yet ultimately perfected and considered. It’s only a matter of time before you see BoTT in every good store worldwide.
Our top pick currently on offer is the 2Y hoodie in grape [and the only one left in stock]. If you know BoTT, you know they do their hoodies well, and you know if you own one you’ll likely be wearing it everyday until you get another: high quality fabrics, beautiful colour blocking, considered design and typography - There is not much more you need in your life than a wardrobe full of BoTT.
AVALONE
Recently featured brand, AVALONE, is one our newest and most favourite brands to come under our radar, and we’re so glad it did. On the surface the brand offers beautiful and blacked out functional garments that blend technical design with a more industrial presence. But, diving deeper, you’ll fall in love with the whole universe that AVALONE has created. Having their own factory attached to their store, they make everything in house and likely created the shortest distance between production and consumer. We’ve spoken a lot about AVALONE recently, so if you want to find out more head to our recent interview with designer himself.
The upcoming FW23 trousers recently shown at their pop up have caught our eyes for all the right reasons. Having a very unique look to them, AVALONE creates an impeccable use of layering within these pants that make them a stand out piece by themselves. A functional blend edging towards the more avant garde side of fashion, we love them.
Car Service
Similar to BoTT, Car Service is part of the new generation of Japanese streetwear talents that are soon to be legends in their own right. Headed up by Tokyo star and full-time engine head, Kei xxxx, Car Service is a love letter to his obsession with motors. With Japan’s long history with cars, racing, and fashion, this just makes so much sense. With close ties with the likes of Verdy, Car Service is etched into the culture here and it makes the brand all the more better knowing its backed up by great design.
Car Service are a little more cryptic with their releases than most, and if you head to their website you will find their logo and them asking you to wait for their next drop. We advise you to do just that. Drop them a follow on Instagram, enjoy the sites of some of Japan’s craziest cars, and when you get the chance to buy their stuff, don’t think twice. It’s likely if you do it will be sold out.
Jian Ye
Tokyo wonderkid n00b and his brand Jian Ye prove why Japanese fashion brands and the people behind them are forever going to be some of the best in the world. Picking up on Jian Ye fairly early, we always knew he had incredible talent and was going places, but in just a few short years from them he has become one of the most exciting designer we know and what he is doing is truly incredible. Everything from the clothing itself to the visual communication he puts out is 10/10, and if you have yet to discover Jian Ye then welcome to your next favourite brand.
sabukaru members and buying trousers go hand in hand, so when we saw these in Jian Ye’s showroom we knew we wouldn’t be taking them off. The Solid Pant comes in a cotton material so whether you’re inside on the couch or out walking the streets these are going to be your best friend. With a relaxed fit, beautiful colour blocking and pattering, and the premium finish that Jian ye is known for, these are a must in any colour you can manage to grab yourself. But bonus points if you manage to get the sold out Grey pair.
ryaw
With close ties to AVALONE and aliveform, there was no way ryaw would be left off this list as on of our favourite brands. Delivering an organic approach to garments and accessories, the brand edges on the brink of organic and artificial. Beautifully crafted pieces are host to various techniques that bring them to life, such as organic shapes and forms. From bags to jackets, ryaw is so unique that you’ll spot it from a mile off.
Our top pick for the brand is the Leaf Vein bag. A staple in the ryaw rotation, this bag is an essential piece that can be worn everyday and worth every penny. Host to the iconic ryaw texture, in which waves are created within the fabric, the bag is both a daily carrier of your goods and also a beautifully piece in all in one. This is our editor in chief's daily bag - that’s when you know it's good.
Geek Out Store
What can we say about Geek Out that isn’t already obvious just by scrolling through their Instagram. Headed up by the prolific Chokkan-san, this alchemist in fashion is a true expert and the Geek Out Store is pushing forward in design innovation like no other. Although technically not a brand, rather a create platform, we needed to add these guys to the list out of pure respect. Geek Out has gained worldwide respect for their approach to garment innovation and it’s only a matter of time before Chokkan-san is picked up by some of the biggest brands in the world for his expertise.
If you know of Geek Out Store, you knew this was coming. The iconic heat reactive bandana made waves worldwide and captivated the attention of like-minded creatives such as Chokkan-san. It’s a signature Tokyo style addition but channeled through the omnipotent mind of one of Tokyo’s best and more experimental creatives. Get one.
Rainmaker
Smart meets function. Understated meets hidden details. People meet Rainmaker. This is a brand that we have had a close eye on for a while now and they’ve continued to impress us. As much of the functional universe becomes more sophisticated, replacing the oversized parka to a toned down smart jacket but still retaining all the needs for its practicalities, we feel as if Rainmaker could be a huge brand to pick up. The brand offers an array of different styles and silhouettes, all with an overarching utilitarian feel but etching towards the upper echelons of fashion.
Although known for their clothing, we couldn’t not feature these shoes. The Shirring Opera Pumps in the Enamel colour way. The shiny kip leather delivers on all fronts with a premium finish to it, but the sock-like functionality helps to keep the more technically oriented people happy. They are a beautiful balance of smart and functionally sound, and we love them.
Kowga
The women's brand Kowga is a great representation of womenswear today - sophisticated, classy, but effortlessly cool and laid back all the same way. Having only been founded in 2021, you will already see Kowga popping up on both male and females in the scene everywhere in Tokyo, and each release they continue to improve on there considered design and brand.
The Fuck You Pay Me pins are something we think everyone can relate to, which is why we are putting it at no.1 right now on there store. Showing the rebellious and proud attitude of the brand, these accessories can be put on bags, hats, jeans - you name it.
Paranoid
Another Young-gun in the scene in Tokyo is Paranoid. Developed to explore the delusion side of our minds, the brand is a concoction of various different elements of fashion and style but all reside into one universe. Both technical and street, subtle but also flashy, Paranoid is one of the most exciting young brands coming out of Tokyo that you should keep your eyes on.
This "CORREDOR" Zip Knit really shows the maturity in the brand despite them only being around for a short while. Clean and minimal in nature but with a unique design to help elevate the whole silhouette, this zip is a great staple in your wardrobe regardless of opting for the gray or the or burgundy.
Sound Sports
Similar to Geek Out, Sound Sports is not technically a fashion brand but instead a creative outlet. But, despite them primarily being a sound collective, due to their uncompromising taste and razor sharp style, they also release impressive fashion merchandise that the youth of Tokyo are lapping up. They have a concise aesthetic, and although each member has their unique look, you only need to take one glance at them to know instantly they are a part of Sound Sports.
The entire website is sold out of product aside from one - all the more reason why to keep you eye closely on these guys and cop something when you get the chance. But, that one product may just be one of their best yet. A faux leather bag titled the Nolan comes equipped with their iconic blue colour in the inside and a premium finish. A certified bag to use when you’re heading from meeting straight to the club. A perfect Sound Sports product.
Montbell
Now, I know we mentioned this was focusing on the more niche brands stemming from Japan, but we had to make one exception. Montbell is the people's champion of Japan and there couldn’t be a list of brands, big or small, that didn't include this monolith of outdoor fashion. Affordable, tasteful, functional, and undeniably Japanese; a 10/10 in all areas in our eyes and deserving of a spot on this list. We love you Montbell.
Something a little different to the remainder of the list, this diamond stitch quilted skirt took our fancy. Whether you’re a guy or a girl, this could be used for an outfit to elevate the styling and add some layering, or if you’re actually inclined to climb and hike, is a very versatile piece of clothing that will come in handy for heat retention.
Fake as Flowers
Having already done a collaboration with Clarks, don’t be fooled by there follower count of a very respectable but still humble 16k. The guys at Falke as Flowers are simply cool as fuck, and theres no real other way of describing them. Immensely tasteful design and form meets rebellious Japanese nature. Being at the epicenter of this next generation of Japanese designer, it’s only a matter of time before Fake as Flowers take over the rest of the world.
Let’s talk about the Thermal Warm up Pants coming in a lavish all-over Flower pattern. Well some of us here couldn’t pull these off, but we wish we could. Although maybe the hardest piece to wear on this list, the pants are an amazing opportunity to really understand why Fake as Flowers is so important; doing things differently, bold, and unafraid it a growingly saturated and competitive industry.
Dinoworks
Headed up by one of Tokyo’s best stylists, Iori Yamaki, Dinoworks is a collision of creativity, outlandish looks, and impeccable finish. With beautiful vision, Yamaki hones in on his bold style to create an unforgettable brand and creative language. Cutting edge construction meets intriguing colour and design in a brand that is completely unique, and could only stem from a creative like Yamaki. If you’ve not checked both his work and his brand out, we highly advise you to do this right now.
If you have ever met Yamaki too, you would know that the Jurassically Triple Floats 01 T shirt is a great representation of his style and approach to fashion - we love it. Coming in an amazing shade of purple with intense but tasteful layering, this is a staple in the winter rotation.
AGNES KRUEL
Headed up by another one of Tokyo’s finest, the eponymous brand by Agnes Kruel is a love letter to Americana style, blended with Agnes’ undeniably flawless taste and flare. A beautiful blur of Japanese inspirations are clashed with contemporary American style to create a chefs kiss of fashion. Effortless, sophisticated, and rebellious - All eyes need to be on Agnes Kruel.
The feedback Agnes Kruel receives each drop results in sell outs each time, so don’t expect to hop on the webstore to find any products right now. But, with immediate expansion in sight with them coming to Paris fashion Week Jan 2024, things might get a bit easier. For now, we just want you to enjoy their latest editorial, styled and directed all by Agnes himself.
The Sugar Punch
The Sugar Punch is that brand we had been searching for our whole lives. To put it simply, the brand creates exquisite and premium-level anime merchandise, but this synopsis would be an insult to the complexity that actually goes into this brand. The Sugar Punch, headed up by two geniuses that combine an unparreled level of manga knowledge and expert fashion knowledge together, creating a passion project that ticks all the boxes when it comes to quality, design, and finishing.
It is genuinely hard to pick a favourite from The Sugar Punch. You have it all: Ghost in the Shell, Ultraman, Cyborg009. In the end, we had to settle with one. The Cyborg009 sweatshirt in cream grabbed our attention through its amazing quality print and vivid front graphics. This is serious manga merchandise.
SABUKARU
Can we have our own brand in a top Japan brand guide? Well, we are, and rightly so. As a media outlet that covers only the best of fashion, we simply can’t produce poor quality product. That’s why all our merchandise is some of the best quality you can find, and whenever we collaborate with brands this essence is maintained.
Our personal top pick is the one that many of you will have seen before: The sabukaru Nylon cap. This was originally meant to be a one off, but after so much good feedback we made sure to keep this as a returning goodie. Made in South Korea, the Nylon tech cap is an every day banger.
Words by Joe Goodwin
