If there’s one thing that we love about Japanese streetwear culture, (aside from the fact that it’s the most garish export from a country that’s otherwise known for minimalism) it’s arbitrary repackaging of American pop-culture. If you thought starting your own streewear brand was easy, wait till you see how easy it to start your own Japanese streetwear brand from the comfort of your non-Japanese home!
1. Get your name on.
Like with any brand, getting the right name is step one. In the case of a Japanese streetwear company, all you really have to do is come up with something arbitrary that speaks to the nature of hyper-consumerism. Like this one.
2. Design
Japan is a nation rich in cultural history. Thankfully for your brand, you don’t need to worry about any of that. Just mash up some iconic 80’s rappers or 90’s grunge rockers with some kicks and apply the right Photoshop filter. When all else fails, just put a doe-eyed girl in bikini holding some LE kicks.
3. Backstreet Boyz
One of your designers needs to be a DJ. Not necessarily a good one, but he or she should be able to front like they can Serato scratch. If that doesn’t work, just start a boy band and get some of America’s rappers to appear in your videos. It’s amazing what some of hip-hop’s one time elite will do for a pair of Bapes.
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4. Mass Production for Limited Edition
Make as many tee shirts that hook up to super limited sneakers as you can. If there’s only 24 of a friends and family Dunk, then you should make that tee the top priority in your line.
Think of it like the reason that there are ten hot dogs in a pack but only eight buns in another.
5. Fake it till you make it
Generally bootlegging and counterfeiting are heavily frowned upon in the uber cool world of street culture, but when it comes to denim - especially Levi’s - all bets are off. If you want to get a leg up in the Japanese jean market, simply re-tag some Levi’s shrink to fits as “reconstructed,” mark up the retail price 700% and watch the press hits and dollars roll in.
6. Wash, rinse, repeat.
Step five is especially applicable if you’re selling bootlegged reconstructed footwear like in the case of Bape and Madfoot!
Remember when Playstation 3 dropped and people were scoffing at the MSRP of $599 for the 80GB? At least that shit plays Blu-Ray and has free online. These days, all Bapes do is make you look like Soulja Boy, who apparently also has some as well.
7. When all else fails, bite.
Japan may excel in the automotive, electronics and culinary world, but when it comes to street fashion, seems like it’s never too late to recycle.
Follow these seven simple steps and in no time you’ll have hipsters, hood rats and the interns who write Kanye West’s blog beating down your door and spending their rent and coke money to become walking billboards for your brand.
