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The ultimate street fashion magazine

Thanks to his books FRUITS and FRESH FRUITS, Shoichi Aoki’s street magazine Fruits is now better known abroad than in Japan. The magazine with an almost cult-like following in Japan has been documenting Tokyo street fashion since 1996.

Aoki first started documenting street fashion in London in the mid 80’s. “I taught myself how to take photographs from books. At the time Japanese fashion wasn’t free at all. The normal street fashion in the UK was free and really cool.”

In the early to mid 90’s things were beginning to change in Japan. Harajuku fashion became really interesting and fun.” Aoki recalls: “You had this small group of trendsetters, perhaps 10 to 20 people. Whenever they came up with something new, others would soon imitate them.”

To record this creative explosion of fashion, Aoki started up Fruits, focusing almost exclusively on these wild Harajuku trends.

Fruits is not your average fashion magazine. It is printed on relatively cheap paper without all the expensive advertising of the mainstream fashion magazines. There are no fabulously looking models which you will never ever meet in real life. Instead there are real people, usually staring zombie-like straight into the camera.

Fruits is published by Street Henshushitsu, which also publishes STREET and TUNE.

Review FRUiTS

i think this will be a sweet magazine

Sep 15, 2007 (4234 days ago)

kewl thing, I might want it

Oct 1, 2007 (4218 days ago)

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