Tokyo is one of the world's great fashion cities.
The Omotesando neighborhood is the site of the Comme des Garçons flagship store, boutiques for designers like Undercover, as well as shops for new brands such as sacai and matohu.

'We are the Comme des Garçons army', declared
Rei Kawakubo in 2006, describing her relationship with 'co-combatants', Junya Watanabe and Tao Kurihara. Although often perceived as cerebral, all
of the CDG designers have also engaged in recent years with street and sub-cultural styles, including punk, military style, and the cult of cuteness. Jun Takahashi of Undercover is another major figure in Japanese fashion. Takahashi once described his
style as 'cute but scary, beautiful but ugly'. He suggested that beauty is not necessarily 'good'
and ugliness 'bad', but that both could be brought
to 'the same level' – made 'flat'.