On March 30th, Masuda Sebastian, producer of "6%DOKIDOKI," a brand symbolizing Harajuku kawaii culture, held an event at the Isetan Shinjuku store to celebrate the release of the brand's first mook book.
6%DOKIDOKI opened a pop-up shop in the "TOKYO Kaihoku" area on the second floor of the main building of Isetan Shinjuku, and Masuda and a shop girl attended the event. On this day, "6%DOKIDOKI" fans, from parents and children to adults, dressed in Harajuku culture fashion, flocked to the venue to take commemorative photos with Masuda and the shop girl and attend an autograph session.
6%DOKIDOKI was launched in 1995 as an accessory brand representing Harajuku culture. Over the past year or two, the emergence of Kyary Pamyu Pamyu has brought about a resurgence in Harajuku culture. Kyary Pamyu Pamyu herself was a customer at the shop, and Masuda now works on the art for her live performances and music videos. The event drew a wide range of customers, from elementary school students who became fans of the brand thanks to Kyary Pamyu Pamyu to adults who have been fans since their teens. "The '90s are being rediscovered. Back then, the internet wasn't as developed and information was scarce, so it was a time when people competed with each other to create their own original culture. That era seems fresh in today's world. Now, my brand is the only one left from that time, so I wanted to use this mook to unravel the history of how Japan's kawaii fashion culture was created through the lens of 6%DOKIDOKI," said Masuda.
In line with the "Fashion Museum" concept of the entire Isetan Shinjuku store, this pop-up shop is conscious of its role as "art within a department store," and while retaining the essence of Harajuku culture, the product selection is toned down compared to the main Harajuku store to make it more accessible to the general public. "My hope is that if even people who aren't Harajuku girls could adopt this kind of playful spirit, the world would be a more fun place," says Masuda.
The pop-up shop at Isetan Shinjuku will be open until April 2nd.
