DECOY＆CO. is a Japanese streetwear brand launched in 2018 by designer Noriaki Endo. Drawing on street cultures such as music, skateboarding, sports, and fashion, it proposes a fusion of the authentic street culture Endo has observed since his teens and a vision of street culture looking toward the future from 2019 onward. Its range centers on T-shirts, sweatshirts, and hoodies, with streetwear that is not dictated by trends at its core. Endo founded DEVILOCK in 1996 and oversees design and direction at DECOY＆CO.
Concept
A proposed fusion of authentic street culture and street culture looking toward the future from 2019 onward