Tokyo's Shibuya district embraces surf and snowboard culture over traditional fashion

In Tokyo's Shibuya district, a shift in fashion preferences is underway as surf and snowboard culture brands dominate the retail landscape. Alongside vintage shop Ragtag Harajuku, stores like Patagonia, The North Face, Columbia, Burton, Helly Hansen, and Oakley have become the new status symbols for an elite that rejects traditional fashion. These brands, originating from technical gear such as surfboards and mountaineering backpacks, now offer full head-to-toe wardrobes. New entrants like Psycho Bunny, Doublet, and Opening Ceremony join the scene, alongside local labels Duffer Japan, Hare, and Dvek. The article notes that other fashion styles appear outdated, leaving a bittersweet impression on European observers. Tokyo remains a highly advanced fashion scene, but with different players than before.