Japan has some of the world's most exciting street
and sub-cultural styles. In trendy, young neighborhoods such as Harajuku and Shibuya, rebellion is often cute (kawaii). Probably the most famous girls’ styles are the Lolitas and Gothic Lolitas, who first appeared in Harajuku in the 1990s. Contemporary style tribes include Hime-Decora-kei ('princess-decoration style') and the bohemian Mori Girl ('forest girl') look. School uniforms are also central to Japanese youth culture.

Hirooka Naoto, the designer behind h.NAOTO, is a highly successful designer of spectacular subcultural styles, combining Gothic, Punk, and Lolita elements. He worked with the illustrator known as GASHICON, who created the gurokawa (grotesque-cute) characters, Hangry and Angry. They, in turn, inspired the creation of the Gothic/Punk duo, Hangry & Angry, composed of idol singers Hitomi Yoshizawa and Rika Ishikawa.