A Deep Dive into Clothing
Posted on November 13, 2025 by Lulu T.
Founded by Masahiro Nakagawa and Azechi LICA in 1993, the avant-garde pieces make models look as if they stepped out of a UFO from the year 3000. The brand is also reminiscent of my favorite brand, Walter Van Beirendonck.
Most recognizable for their mascot, HYOMA, the character became an icon for many young people on the streets of Harajuku in the late 1990s. You have likely seen a piece from the brand or HYOMA if you have read FRUiTS magazine or KERA (formerly known as KERAOUC) between 1997 and 2001.
Their most standout collection to me is F/W 1999, which featured models wearing alien masks that matched the gray abstract clothing, styled with gelled spiky hair. The hair and makeup complemented the avant-garde silhouettes, using orange, red, and turquoise tones for the hair along with silver, high-shine makeup.
A picture from the F/W 1999 collection from La Petit Archive.
Sadly, the brand was discontinued in 2003. It was an abrupt end to an era when every other person in a techno club was dressed in 2041120. You can still find pieces from resellers on Grailed today.
Style of clothing: anti-fashion, avant-garde, punk techno, cyberpunk.