Japanese Fashion Brands Worth Knowing (and Where to Buy)

Some links below are affiliate links. If you buy through them, Japan Trove may earn a small commission at no extra cost to you.

Japanese fashion spans everything from perfect everyday basics to avant-garde design and world-famous denim. Whether you’re shopping in Japan or from abroad, here are the brands and categories worth knowing.

Everyday essentials

• Uniqlo — affordable, high-quality basics and clever fabrics; see our Uniqlo vs Muji comparison.
• Muji — minimalist, no-logo staples and lifestyle goods.
• GU — Uniqlo’s trend-focused, budget sister brand.

Premium & designer

• Comme des Garçons, Yohji Yamamoto, Issey Miyake — Japan’s legendary avant-garde designers.
• Sacai, Undercover, Kapital — beloved contemporary labels with cult followings.
• Beams & United Arrows — influential select shops carrying their own lines and others.

Denim & workwear

Japan is the global capital of premium selvedge denim. Brands like Momotaro, Iron Heart, Studio D’Artisan, and Full Count are prized worldwide for their craftsmanship. Okayama (Kojima) is the denim heartland if you’re a serious fan.

Streetwear & vintage

• Streetwear: the birthplace of many iconic labels; explore Harajuku and Ura-Hara.
• Vintage: Shimokitazawa and Koenji in Tokyo are treasure troves; see our Tokyo guide.

Where to buy

In Japan: department stores, select shops, and neighborhood boutiques (tax-free for tourists — bring your passport). From abroad: YesStyle and Amazon carry many pieces; for Japan-only items and vintage, use a proxy service like Buyee or ZenMarket.

Pair your wardrobe finds with other great things to buy in Japan.