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UNDERCOVER

Basic information

Country
Japan
Founded
1990

Overview

UNDERCOVER is a Japanese fashion brand founded in Tokyo in 1990 by Jun Takahashi. Centered on menswear and womenswear, it brings the rebellious spirit of punk and subculture to the boundary between streetwear and fashion through couture-like construction and reinterpretation. Its varied expressions include graphics with a sense of “noise,” layering, and outerwear, as embodied by the slogan “WE MAKE NOISE/NOT CLOTHES.” It began presenting in Paris from 2003SS and established an international reputation.

Tagline

WE MAKE NOISE/NOT CLOTHES

Sub-brands

  • JohnUNDERCOVER 2013

    Launched in 2013AW as UNDERCOVER’s second line for men, it debuted at the same time as SueUNDERCOVER. It organizes the experimentation at the core of the main line into pieces for a broad range of ages and tastes, making UNDERCOVER’s world view accessible for everyday wear. As a counterpart to SueUNDERCOVER serving as an offering for men, the official store also features archives from 2013AW onward and the current men’s collection.

    A second line focused on everyday offerings for men.

  • SueUNDERCOVER 2013

    Launched in 2013AW as UNDERCOVER’s second line for women, alongside JohnUNDERCOVER. It shapes the experimental character at the core of the main line into pieces for a broad range of ages and tastes, bringing UNDERCOVER’s worldview closer to everyday life. As the women’s counterpart to JohnUNDERCOVER, its archives dating from 2013AW and current women’s collections can also be found in the official store.

    A second line focused on everyday offerings for women.

  • the Shepherd UNDERCOVER 2016

    A seasonless offshoot line launched in 2016, themed around adult clothing for everyday wear by Jun Takahashi. It distances itself from the main line’s punk character and strong graphics, focusing instead on high-quality materials, comfort, and meticulous attention to detail in highly staple-oriented clothing. Its presentation without being bound by the seasonality of collections is a clear distinction from other lines.

    A seasonless offshoot line focused on staple clothing for adults.

  • UNDERCOVERISM 2021

    After presenting its men’s collection in 2009, it was used as the name for UNDERCOVER’s main men’s line, a role it held until 2015. It relaunched as UNDERCOVERISM in 2021AW, and in FW21’s Neoboy it organized elements of UNDERCOVER while incorporating distortion and asymmetry. It is positioned as the main men’s line that updates the brand’s philosophy for the next generation of men.

    A relaunched line updating the main men’s line.