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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.


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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.




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