UNDERCOVER

Founded in Tokyo in 1990 by designer Jun Takahashi, UNDERCOVER grew out of Japan’s underground fashion and street culture. The brand quickly became known for combining punk influences, graphic design, tailoring, and experimental construction.

In the 1990s, UNDERCOVER became closely associated with Tokyo’s Harajuku scene and helped define a new generation of Japanese street fashion. As the brand developed, Takahashi moved beyond streetwear and began presenting more conceptual collections, eventually gaining international recognition through Paris Fashion Week.

UNDERCOVER is known for mixing opposites: elegant and rebellious, romantic and dark, classic and distorted. Music, film, youth culture, and subculture frequently appear as references throughout its collections.

Today, UNDERCOVER is regarded as one of Japan’s most influential fashion labels, maintaining a distinctive identity that connects street culture with avant-garde design.