Photo credit: http://dokidoki6.com/
If we want to talk about a fashion revolution, we have to include the brand that literally has the word “revolution” written on their products.
Started in 1995 by Sebastian Masuda, 6%DOKIDOKI became known as a cornerstone of Harajuku fashion and culture. You may have even seen 6%DOKIDOKI clothing and accessories being worn by the likes of Kyary Pamyu Pamyu, Big Bang, BLACKPINK, and Nicki Minaj.
Subtlety and understated aren’t part of their image. The colours are bright and the designs are wild! The name 6%DOKIDOKI comes from the feeling you get when you buy one of their items. Masuda hopes it’ll make your heart beat 6% faster out of sheer excitement for your purchase! The brand’s concept is “sensational and lovely”—which is what all of the accessories and clothes hope to make you feel also!
Some 6%DOKIDOKI shop staff are already well-known to members of the community. However, over the years there have been many shop staff who aren’t documented at all online! The earliest photo of shop staff I could find was Reiko in 2008 (with legendary shop girl Yuka, who is also featured in this issue!). I was also a shopgirl at 6%, which you can read about in an article, here!
Even with current trends taking a completely different turn, this small shop in the backstreets of Harajuku still remains. 6%’s image has changed over time, but still remained true to itself and not given up it’s identity in favour of today’s trends. It stands as a reminder of the height of Harajuku fashion in the 90s and 2000s.