If you visit Japan, particularly retail-rich Tokyo, chances are you’ll stumble upon a brand that you’ve previously never heard of. That’s true for fashion aficionados, for their less fashionable parents and even for those who are paid nice salaries to work in the industry. It makes sense that Japan would be such fertile ground for such obscure brands. A massive population confined to a small geographic area has birthed a generation of competing brands in close proximity to one another that struggle to differentiate themselves from the pack and rise to prominence. That being said, with such a large population, do the brands really need to export themselves beyond Japan’s borders? At the same time, European and North American infatuation—at times bordering on fetishism—with lesser-known Japanese brands has encouraged said brands to shroud themselves in mystery, intentionally shying away from press coverage. One brand that has garnered less attention than some of its peers, despite being considered among the nation’s most influential, is Sasquatchfabrix.

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