On the surface, Japanese fashion brand LONELY/論理‘s products admittedly resembles your typical novelty garb that you’d find on street-stalls at night markets throughout the streets of Harajuku. It’s range of classic streetwear silhouette’s come littered with your typical traditional Japanese iconography, from Mount Fuji to the sumo wrestler. But as with most things Japanese, there’s much more than meets the eye, and there’s definitely more to the designs than simply plastering Japanese stuff on Tees to sell to Western tourists. What LONELY/論理 does is perfectly intertwine its home country’s lore and legends, as well as street culture references in a way that’s refreshingly odd, and very much to the core of what streetwear is.


It’s graphic-heavy range offer a proud statement of being Japanese in the modern day time, while acknowledging and appreciating its storied history and all the ancient stories that come with. It’s a perfect blend of past and present, while looking fucking dope at the same time. For its Spring/Summer 2017 collection, the imprint–founded last year by MADSADTOPMOB–offers a range of T-shirts, outerwear, pants, and caps that showcases a curated selection of designs such as a famous Katsushika Hokusai painting, a Toyota AE86, a typeface nod to one of the most influential filmmakers in the history of cinema Akira Kurosawa, and many more. Check out the official lookbook throughout, then head over to Japanese retailer Nubian to cop.