Shopping Guide
Sebastian Masuda attended an event held at Isetan Shinjuku on March 30 to celebrate the release of 6% DokiDoki’s first book. 6% DokiDoki is a fashion brand that represents Harajuku kawaii culture.
A 6% DokiDoki shop is temporarily open in Tokyo Kaihouku on the 2nd floor of the main building of Isetan Shinjuku. On March 30, Masuda attended the event with his shop staff. Fans of the brand lined up to take photos with Masuda and his staff as well as receive autographs.
6% DokiDoki was founded in 1995 as an accessories brand. The brand has garnered attention through the popularity of Kyary Pamyu Pamyu, who has revived the trend of Harajuku culture in the past two years. The producer of the brand, Sebastian Masuda, met Kyary Pamyu Pamyu, who is she is a customer of the brand, and he now handles the art direction of the star’s concerts and music videos. The participants at the event included elementary school students who came to know the brand through the influence of Kyary and adults who have been fans since their teens.
“People are starting to recognize culture from the 90s. During that period, the internet was not as advanced as now so we did not get much attention. However, years later, people are recognizing our works. This new book was created with the hope of introducing the history of the brand as well as the brilliance of Japanese kawaii fashion culture. I feel my brand is the only one that is still around from the ’90s,” explains Masuda.
The products lined up at the event space were carefully selected in line with Isetan Shinjuku’s concept of “Fashion Museum.” The products express Harajuku culture but are not as extreme as those lined up at the Harajuku main store. Masuda commented, “I am hoping that even the non-Harajuku type girls will buy our items to add a little fun and to make their lifestyles even more interesting.”
Source:
http://en.fashion-headline.com/article/2013/04/02/655.html (Japanese)
