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9090
Basic information
- Country
- Japan
- Founded
- 2018
- Category
- Clothing / Lifestyle products
Overview
9090 is a Japan-born streetwear brand founded in 2018 by yutori Inc. (currently operated by YZ, a group subsidiary). Its concept is “Revival of Culture.” The brand offers vintage-mix apparel and goods inspired by youth culture of the 1990s and 2000s, developed through social media, and opened its flagship store in Harajuku in 2023. It also offers the women’s line “9090 girl.”
Concept
Revival of Culture
Sub-brands
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9090 girl 2025
9090 girl is a women's line derived from the streetwear brand 9090. yutori (operated by group subsidiary YZ) launched it as a separate concept for female customers, with a debut in January 2025 on its official online store and at SHIBUYA109. Its concept is “a revival of Heisei-era gyaru from the 2000s,” reworking motifs from the parent brand's vintage-clothing mix and youth culture around feminine silhouettes and accessories. The line has so far been offered within 9090 stores, and plans have been announced for its first standalone street-front store in Harajuku.
A women's line that reinterprets 2000s gyaru