Youthful experimentation, but make it fashion: Tokyo-based street style photographer Rei Shito captures the essence of her city’s Gen Z style scene in this look by a shop owner who is leading the way.

Rei says: “This time we bring you a new youth fashion movement from the Tokyo district of Koenji, a hotspot for underground cultural trends in everything from music to style. This ultra-cool area is home to a unique shop called Higan (“Nirvana”) that has recently become popular among young people in their late teens and twenties, especially well-loved for its focus on vintage and Japanese brands. 

“This fashionable fellow is the shop’s owner, Ryunosuke. 

“In general these days, more and more young men in Tokyo are becoming fashion addicts, and the way they dress defies expectations and transcends traditional gendered boundaries. They might be spotted wearing dresses and skirts, or layering a lot of different garments (some even wear two hats!). The adventurous use of bold colours and patterns, as well as the mixing of various styles – from vintage to street, formal to casual – are an unprecedented expression of creativity and freedom among this particular demographic.

“It may be far from sophisticated or ‘high fashion’, but the unconventional styling and the carefree attitude of simply enjoying fashion is appealing. It’s also very ‘Tokyo’ – you won’t find anyone styling themselves this way in any other city.

“If you happen to visit Tokyo, pay attention to the outfits of the younger cohort, and you might be inspired, too!”

About Rei Shito

Each month, Rei Shito identifies one defining look that she’s spotted on the street, whether at home in Japan or abroad on her latest trip to the world’s fashion hotspots, providing readers with a fresh, thought-provoking perspective on current trends. Rei is acclaimed as one of the planet’s most original and influential street style photographers and fashion bloggers, publishing her work on her blog Style from Tokyo, as well as several magazines in Japan and overseas, such as For more street style inspiration, follow Rei on Instagram and check out her videos on YouTube.
[Portrait Rei: Jun Tamura]

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