Tagline
A serious club for adults, run by women born in Tokyo and raised on the streets.
SUGAR BOY is a Japanese street and culture brand launched in Tokyo in 2011 and a spin-off of AZS TOKYO. Its official tagline describes it as “a serious club for adults run by women born in Tokyo and raised on the streets.” The brand has primarily focused on T-shirts and miscellaneous goods. Through activities spanning clothing and play—including custom projects with artists, silk-screen printing workshops, bars, and skateboarding classes—it proposes creative pursuits and social connections that adults can become absorbed in.
Concept
Having something to be passionate about even as an adult, and being able to throw oneself into play. Enjoying one’s own life and having the means to do so. Knowing what richness means to oneself. Being a heroine for the next generation.