The Denim That Changed Everything: How Hysteric Glamour Made A Comeback To The Streets Of Tokyo
Today’s fashion scene is crowded with vintage and thrift items. In order to creatively challenge trends and stay on top of their ultra-rapid-and-vapid nature, sourcing directly from the past seems to never go wrong.
On the same note, this phenomenon almost instantly brought back the 90s and 00s logo-mania and it’s making new brands seem invisible since the classics are staples in every fashion figure’s outfit-repeating. One of the most recent brands that have made a comeback is Hysteric Glamour.
In the spring of 2021, Hysteric Glamour presented its second collaboration with Supreme. With the awakening of yesterday’s brands taking up space in every cool kid’s closet, Supreme sampled the iconic print of Hysteric Glamour’s snake denim. Although they aren’t the only ones to recycle previous must-haves, the legendary HG denim was almost erased from today’s fashion repertoire and this throwback not only popularized the piece again but also the brand behind it.
Around the same time as Supreme’s latest collab with the aforementioned brand, [ @__bad_girls_only__] a vintage select-shop with a penchant for punk, hosted a pop-up in the Yokohama area and displayed a collection of vintage HG items, including some snake print denim.
With @bosshoggduke putting those around him onto the brand and people like @lex_zx_lex_0 purchasing and popularizing the items, more and more people would rock HG, with Duke, LEX, @verdy and @tokyovitamin collaborating with the brand on a creative project later on too. A year later, fans of HG in Japan and worldwide sigh at the increasing prices of these pieces, but thanks to this, the brand has been heavily implicated again in the Tokyo scene, with their new project [@afterschool_tokyo].
Hysteric Glamour is known for its bold, 70s-freedom-meets-punk, tastefully indecent, and pop clothing. Founded by Nobuhiko Kitamura in 1984, HG couldn’t be more relevant as Kitamura’s style was to dig through artists and important pop-culture figures from the past and reintroduce them into fashion.
all images by [@ifucktokyo] for [@__bad_girls_only__]
About the Author:
Mizuki Khoury
Born in Montreal, based in Tokyo. Sabukaru’s senior writer and works as an artist under Exit Number Five.
