UNDERCOVER

 

 

Undercover is a street brand originating in the backstreets of Harajuku, Tokyo, and founded by Jun Takahashi (a.k.a. Jonio) and Hiroshi Ichinose. The brand name "Undercover" was chosen based on a desire to "exude a secretive air".

Undercover is one of Japan's leading fashion brands, known for its unique world view and innovative designs. The brand made its Paris collection debut in the spring/summer of 2003, where it created a name for itself not only in Japan, but internationally as well, and achieved significant growth as a result.

Undercover’s artistic products seem to be a fusion of “beauty” and “ugliness”, and this has gained the brand enthusiastic fans, not only in Japan but around the world. Among its lineup, Undercover’s most artistic, popular and famous product is the "85 Denim" which was released in autumn/winter 2005. The nickname for these slim, straight-line denim jeans is derived from the original retail price of 85,000 yen, and their popularity comes from the destructive production process the pants undergo.

The denim is torn to shreds, and is then repaired through a process of "beating", making the result a true work of art.

“We make noise not clothes" is often printed on Undercover products, the message being typical of punk-inspired Takahashi.

The ability to express oneself and display a social message by wearing Undercover clothes is one of the reasons why so many people love the brand.