Harajuku Fashion and Streetwear

Immerse yourself into the world of Harajuku. Are you are Fairy Kei boy or girl? Do you love yourself a bit of gothic pastel? We certainly do and are happy to celebrate our wonderful Japanese-inspired fashion streetwear designs.

Colourful, vibrant and with a youthful attitude. Our designs are intended to get you noticed. Time to ditch the creams, fawns and beiges and yassify your wardrobe. Express yourself with pastels and sweet colour tones to find your inner pixie.

Why do we love Kawaii and Fairy Kei so much?

Simply put, it is escapism. What fun is there in properly growing up when you can remain with one foot inside the fantasy land of Kawaii and Fairy Kei. Fairy Kei allows us to indulge the vintage and the pastel, taking inspiration from our childhood. This is where you might find a 90s vibe and where you will want to seek out those Y2K memes.

Fairy Kei vs Cottagecore vs Yume Kawaii

Fairy Kei is different to Cottagecore or Goblincore, which are more wholesome, earthy and other-earthly, although it shares the vintage nostalgia of Cottagecore. Instead it celebrates the more commercialised fantasy style fashion concepts such as Barbie, My Little Pony and Care Bears, but with a sense of irony. Yume Kawaii shares the same aesthetic as Fairy Kei although it takes a more modern interpretation as opposed to the retro aesthetic of Fairy Kei.

What is Harajuku style?

Harajuku sports more brightly coloured tones, compared to the muted pastels with the Fairy Kei aesthetic. It takes its reference from the Harajuku district of Japan which is well known for its outrageous and provoking streetwear aesthetic.

What is the Yami Kawaii and Menhara Kei aesthetic?

We also have a small number of Yami Kawaii clothing for you to choose from, notably Menhara Kei. This aesthetic is a hot subset of Japanese Kawaii clothing and is something quite unique to Japanese culture. That said it is growing in popularity in the West.

Yami Kawaii is a counter to the colourful, happy and nostalgic Yume Kawaii and Fairy Kei aesthetic. It adds some darkness into the recipe, mostly to bring visibility to those who might be suffering from physical or mental illnesses. However when it is pure Yume Kawaii it can reference more of the occult and supernatural aesthetic, albeit in pastel tones with the addition of black. If you are a pastel goth the chances are you will love Yami Kawaii.

Menhara, however, refers to mental illness in Japanese and in Japanese fashion is represented by seemingly negative symbols such as pills, syringes, plasters and other hospital signifiers, albeit designed in a very kawaii way.

What Harajuku and Fairy Kei products are available to purchase?

Whilst there is some crossover with our 80s Memphis style collection, we have picked out some of our favourites to inspire you! Other designs have been created specifically with Harajuku in mind. 

Our product range includes leggings, meggings, sweaters, hoodies and underwear. All our clothing is made to order and comes with FREE SHIPPING to UK, EU & USA.