Harajuku Best Clothing Shops Guide 2024: Shopping & Culture

Harajuku stands alongside Shibuya as Japan's leading fashion hub. It attracts the most trend-sensitive youth in their teens and twenties from across Japan, boasting a festival-like atmosphere year-round. The district has become a "sacred ground" for enjoying fashion as a means of free self-expression.

Countless unique cultures have emerged from Harajuku, including the "Urahara culture" that drives Japanese street fashion and "Lolita fashion," a globally recognized symbol of Kawaii culture. From flagship stores of international brands to beloved vintage clothing shops and emerging unique commercial facilities, this ever-evolving district continues to excite visitors whenever they come.

In this article, we'll explore the must-visit shops and unique fashion cultures of Harajuku that you should know about for 2025.

Three Famous Fashion Cultures Born in Harajuku

Harajuku boasts distinctive fashion cultures and unique styles that attract fashion enthusiasts from across Japan and worldwide.

These movements emerged in response to young people's desire to "avoid being like others and pursue their own style of coolness and cuteness." The three main representatives are "Urahara," "Lolita," and "D&C culture," which have become essential pieces of contemporary Japanese fashion.

"Urahara" - The Foundation of Street Fashion

"Urahara" (Ura-Harajuku) emerged as a distinct fashion category in the 1990s. In what was then a quiet area of Harajuku (including the Jinnan area and the district from Jingumae 3-chome to 4-chome), new trends were created by NIGO® of "A BATHING APE®" and Hiroshi Fujiwara, who has now gained worldwide recognition.

The movement became a major fashion phenomenon due to its connection with street culture contexts like skateboarding and DJ culture, as well as close ties with artists and musicians. Today's fanatical boom in vintage denim and T-shirts also originated from this movement.

"Lolita Fashion" - The Pioneer of "Kawaii" Culture

"Lolita Fashion" is a collective term for decorative styles inspired by medieval European fashion, princesses, and dolls. The brand "MILK," considered the origin of Lolita fashion, was established and launched from Harajuku. While it initially gained popularity through idol costumes, around 1990 it began to be featured in magazines as a distinct style and spread to the general public. Its unique "Kawaii culture," which preserves girlish cuteness, has become established and gathered worldwide popularity.

"D&C Culture" - The Foundation of Domestic Brands

The "D&C culture" trend is unavoidable when discussing modern Japanese fashion. DC stands for Designers & Characters brands. It emerged during the 1980s postmodern era, encompassing designer brands born amid a trend seeking differentiation and minority appeal.

COMME des GARÇONS and Yohji Yamamoto accelerated the DC brand boom. In their 1982 Paris Collection, they shocked the world by presenting avant-garde fashion in achromatic (black) colors that appeared worn like second-hand clothing. Their influence on designers like Martin Margiela, John Galliano, and VIKTOR & ROLF demonstrates how they established new sensibilities and values in the fashion world. This marked the beginning of Japanese brands' global success.

5 Popular Fashion Shops in Harajuku and Their Appeal

NUBIAN HARAJUKU

"NUBIAN HARAJUKU" is a select shop pioneering "luxury street" style that combines casual and rich elements. Initially, the owner regularly traveled to New York, bringing back clothing purchased from established stores frequented by various artists.

Their original brand later became successful in New York, gaining support from rappers and musicians. This strong connection with overseas communities led to rapidly increasing recognition in Japan. Currently, they carry brands like "Rick Owens," considered a fashion prodigy, and "Maison MIHARA YASUHIRO," a regular at Paris Collections.

Address: 1-20-2 Jingumae, Shibuya-ku, Tokyo
Hours: 11:00-20:00
Closed: Never
Phone: 03-6447-0207
Official Website: https://nubiantokyo.com/

STUDIOUS

STUDIOUS is a select shop that showcases "Made in Japan quality." With a particular focus on TOKYO brands, they propose cutting-edge styles that embody the diversity and sensibility nurtured by Tokyo as a city.

Not only in Japan, but they have also expanded their physical stores to major cities worldwide, including Shanghai, Beijing, Hong Kong, Singapore, New York, Los Angeles, London, Paris, Milan, and Sydney, with their international recognition continuing to grow.

Beyond the Harajuku main store, you can discover impressive stylish retail spaces like "STUDIOUS Jinnan Store (jinnanten)" which features tatami fitting rooms inspired by tea ceremonies within a concrete space.

Address: 4-26-32-1F Jingumae, Shibuya-ku, Tokyo
Hours: 12:00-20:00
Holidays: Irregular
Phone: 03-5785-1864
Official Website: https://studious.co.jp/

RAGTAG

The "RAGTAG Harajuku Store" was renovated and upgraded in December 2023.

As a specialty store for branded second-hand clothing, you can enjoy "ichigo ichie" (a tea ceremony term meaning a once-in-a-lifetime encounter) with unique pieces.

They have strengthened their selection of domestic and international designer brands, and are beloved by many fashion-conscious individuals for their wide range of items, from global high-end brands to casual daily styles.

Japanese second-hand items are characteristically well-maintained due to careful handling. Perhaps for this reason, many international tourists specifically visit this location.

Address: Hulic Jingu-mae 1F/2F, 5-17-9 Jingumae, Shibuya-ku, Tokyo
Hours: 11:00-20:00
Holidays: New Year holidays
Phone: 03-6419-3770
Official Website: https://www.ragtag.jp/real-store/0000000001

JAM Harajuku Store

"Furugi-ya JAM" is Japan's largest imported vintage clothing and antique accessories specialty store, enjoyable for both vintage beginners and enthusiasts.

All vintage clothing sold at JAM is directly imported from America and Europe, thoroughly processed through washing, inspection, measuring, and ironing before being displayed in-store.

In the Harajuku area, they now have two locations: the Harajuku store and the Meiji-dori store, which opened in March 2024.

You're sure to discover remarkable pieces that will impress even non-vintage enthusiasts, such as classic Burberry trench coats, military items, and 1940s workwear coveralls.

Address: Miyazaki Building B1, 6-28-5 Jingumae, Shibuya-ku, Tokyo
Hours: 11:00-20:00
Holidays: Irregular
Phone: 03-6427-3961
Official Website: https://jamtrading.jp/

UNIQLO Harajuku Store

In 2020, the UNIQLO Harajuku store became a special retail space fully dedicated to showcasing the world of UNIQLO's T-shirt brand "UT," setting trends for Harajuku Fashion 2025. The "UT POP OUT" area, which doubles as the store entrance, is an exclusive space for UT products. The store also features an extensive collection of merchandise, including Keith Haring small plates (which the author personally uses) and Andy Warhol notebooks. We invite you to experience the world of pop culture emanating from Harajuku's UT.

Additionally, the basement floor introduced the world's first "StyleHint Harajuku" space, which integrates with the coordinate discovery app "StyleHint." This innovative feature allows visitors to check user-submitted coordinates for the first time.

Address: WITH HARAJUKU 1F/B1F, 1-14-30 Jingumae, Shibuya-ku, Tokyo
Hours: Monday-Friday & Holidays 11:00-21:00, Saturday-Sunday 10:30-21:00
Closed: Never
Phone: 050-3355-6803
Official Website: https://map.uniqlo.com/jp/ja/detail/10101702

Three Must-Visit Commercial Facilities and Areas in Harajuku for Fashion Lovers

Laforet Harajuku

"Laforet Harajuku" is a commercial facility located at the Jingumae intersection, lined with highly talked-about fashion and dining establishments. Since its opening in 1978, it has been at the forefront of trend-setting for teenagers and young adults in their twenties, continuously offering unique fashion styles. Here, visitors can explore a diverse world where Gothic & Lolita styles, Korean trends, and genderless monochrome fashion converge. Why not explore new fashion horizons with outfits and brands you wouldn't typically choose?

Address: 1-11-6 Jingumae, Shibuya-ku, Tokyo
Hours: 11:00-20:00
Closed: Irregular
Phone: 03-3475-0411
Official Website: https://www.laforet.ne.jp/

Omotesando Hills

"Omotesando Hills" is a landmark complex on Omotesando, which opened in 2006 as a facility with new expressive power. Since its opening, it has carefully curated unique shops focusing on fashion, art, and culture, including Japan's leading select shop "Edition." In April 2024, the luxury line "Grand Seiko" boutique from the historic Japanese watchmaker "Seiko" opened, featuring unprecedented artistic elements in its store design. By continuously attracting unique tenants rich in talking points, it captures the attention of sophisticated adults with high information sensitivity.

Address: 4-12-10 Jingumae, Shibuya-ku, Tokyo
Hours:
Shops 11:00-20:00
Cafes 11:00-20:00
Restaurants 11:00-22:30 (Fri & Sat until 23:00) *Sun until 23:00 when Monday is a holiday
Closed: Irregular
Phone: 03-3497-0310
Official Website: https://www.omotesandohills.com/

Cat Street

"Shibuya Cat Street" refers to the backstreet that runs parallel to Meiji Street, connecting Tokyo's two major fashion hubs - Shibuya and Harajuku. Looking ahead to Harajuku Fashion 2025, this street continues to be a trendsetting location that shapes future fashion trends.

Along this approximately 1km pedestrian walkway, countless shops line the street, making it one of Japan's premier fashion destinations. The street buzzes with energy, hosting authentic brands like the Levi's flagship store and Paul Smith's first street-level store in Japan, alongside vintage clothing shops that have stood the test of time.

In recent years, international sports and outdoor brands like adidas and PUMA have increased their presence, allowing visitors to enjoy contemporary sports-mix styles that are expected to influence Harajuku Fashion 2025.

Address: 4-6 Jingumae, Shibuya-ku, Tokyo

Takeshita Shopping Street

"Takeshita Shopping Street" is a roughly 400m shopping district stretching from Harajuku Station's Takeshita exit to Meiji Street. This "shopping paradise" is constantly crowded with people. It's particularly popular among teenagers, featuring fashion brands, secondhand clothing stores, affordable cute accessories shops, and numerous photo booth locations.

This area can be considered the heart of Harajuku's globally recognized Kawaii culture. My personal recommendation is "WEGO 1.3.5...". A must-see is their customization corner, where you can create pouches and key chains using over 100,000 parts and patches. Try creating your own one-of-a-kind custom item.

Address: Takeshita Exit, Jingumae, Shibuya-ku
Official Website: https://www.takeshita-street.com/index.html

Don't Miss "HARAKADO" - Harajuku's New Symbol Opening April 17, 2024!

In the 1960s, the Harajuku Central Apartment stood at the Harajuku-Jingumae intersection. This location was known as a cultural hub where various leading creators gathered.

TOKYU PLAZA Harajuku "HARAKADO" now stands on this historic site. Opening in April 2024, it's generating buzz as a new cultural hub that will help shape Harajuku Fashion 2025.

The building features exciting new-to-Tokyo and new-to-Harajuku shops, including "rit. TOKYO," a craft chocolate brand from Hiroshima Prefecture, and "COVER," a magazine library with publications from the 1960s to the latest issues.

Particularly interesting is the public bathhouse "Kosugiyu Harajuku" in the basement. With the growing popularity of public baths and saunas among young people, experiencing a bath in the heart of fashion district Harajuku is quite rare. Don't miss the Mt. Fuji mural painted by a rare bathhouse artist. Take time to enjoy this moment of traditional Japanese bath culture.

Address: 6-31-21 Jingumae, Shibuya-ku, Tokyo
Hours: Shopping Floors/B1-4F 11:00-21:00, Kosugiyu Harajuku/B1F 7:00-23:00, HARAJUKU KITCHEN & TERRACE/5-7F 11:00-23:00 *Some stores may have different hours
Closed: Irregular holidays
Phone: 03-6427-9634
Official Website: https://tokyu-plaza.com/harakado/