Ura-Harajuku (meaning 'behind Harajuku' or 'hidden Harajuku') refers to the network of backstreets and alleyways in Tokyo's Harajuku district where Japanese streetwear culture originated in the late 1980s and 1990s. This small area—just a few blocks between Harajuku and Aoyama—became the incubator for brands that would reshape global fashion. Hiroshi Fujiwara opened his influential GOODENOUGH shop here; NIGO and Jun Takahashi launched the legendary NOWHERE store in 1993, which housed both BAPE and Undercover. The neighborhood fostered an interconnected community of designers including Shinsuke Takizawa (NEIGHBORHOOD), Tetsu Nishiyama (WTAPS), and Sk8thing (later Cav Empt). Unlike mainstream fashion districts, Ura-Harajuku operated on word-of-mouth reputation, with unmarked storefronts and limited hours creating an insider mystique. The scene pioneered the limited-drop model, brand collaborations, and the cult following that defines streetwear today. While the area has since commercialized with global luxury brands, its 1990s legacy remains foundational to understanding streetwear's development.
Definition U
Ura-Harajuku
The backstreets of Harajuku, Tokyo, where Japanese streetwear culture was born in the 1990s.
Origin & Etymology
Japanese compound: 'ura' (裏) meaning 'behind,' 'back,' or 'hidden,' combined with 'Harajuku,' the famous Tokyo district. Often shortened to 'Urahara' in both Japanese and English streetwear discussions.
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Japanese Streetwear
The distinct streetwear movement originating from Japan, known for meticulous craftsmanship, subcultural depth, and global influence.
Streetwear
Casual fashion rooted in skateboarding, hip-hop, and youth culture that emerged in the 1980s and 90s.
Drop
A scheduled, often limited product release that creates urgency and community ritual around new pieces.
Collab
A collaboration between brands, artists, or designers to create limited products.