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Opened in Harajuku in 1995 by art director Sebastian Masuda, 6%DOKIDOKI is a fashion brand that has continued to evolve together with Harajuku culture. The brand develops original products and projects around the concept of “Sensationally Kawaii,” which means anything shockingly, excessively kawaii. Taking Decora-kei fashion to a whole new level, 6%DOKIDOKI’s simple but mesmerizing designs incorporate dreamy pastels and neons for a look dripping with crazy-kawaii flavor. The mission of the brand extends beyond the frame of just fashion to bringing Harajuku culture to the world, and through this important role the brand continues its unique endeavours as a vanguard of Japanese pop culture.