Undercover

Classic Favorite

Trendiness score

50 of 100

Popularity score

92 of 100

1

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0

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Ronnie favorited this brand

Tokyo, Japan

https://undercoverism.com

Style keywords

Punk

Avant-garde

Streetwear

Experimental

Rebellious

About the brand

UNDERCOVER is a Japanese fashion brand founded by Jun Takahashi in 1990 while he was still studying at Bunka Fashion College. Born from Tokyo's underground Harajuku scene, the brand operates under the motto "We Make Noise, Not Clothes," embodying a rebellious punk aesthetic merged with meticulous Japanese craftsmanship. Initially inspired by Comme des Garçons and mentored by Rei Kawakubo, UNDERCOVER evolved from a cult streetwear favorite to a globally recognized powerhouse. The brand debuted at Paris Fashion Week in 2002 and has since become known for its avant-garde collections that blur the lines between high fashion and subculture. Takahashi's designs frequently incorporate elements of art, music, and dystopian themes, creating conceptual storytelling through garments. Notable for graphic-heavy pieces, experimental outerwear, and collaborative projects including the Gyakusou line with Nike, UNDERCOVER continues to challenge conventional fashion norms while maintaining its punk-inspired roots and commitment to artistic expression.

Tokyo, Japan

https://undercoverism.com

Instagram

1m followersOpen in app

What people are saying

UndercoverWaterWear

It does run a little snug and cropped, but thankfully, I had ordered a size up. I got lots of compliments and people didn't realize it was for swim. It worked great as an everyday outfit + swim outfit.

May, 2025

nss magazine

Despite expanding into highly commercial areas of fashion—through numerous collaborations with mass-market brands or more immediately branded garments—the brand remains a delightfully intellectual entity. The best clothes it produces always have something fundamentally strange about them, and that is their beauty.

Mar, 2025

The Cut

His latest designs are unmistakably Undercover, with novel puffer jackets molded seemingly after stuffed animals (or our disturbing visions of them). Yet it was his thoughts on adult casual style that felt both new and extremely accurate.

Mar, 2025

GU US

These pants have a really nice baggy fit. They're high quality denim and pretty comfortable but also super stylish and have a lot of range with the detachable pant legs. Great pants I recommend!!

Mar, 2025

nss magazine

The everyday uniform that Takahashi envisions is certainly whimsical and, in some ways, bizarre (after all, the literal motto of the brand is “We make noise not clothes”), but it is also, first and foremost, practical.

Mar, 2025

The Impression

Exploding the boundaries of garment categories, fabric possibilities, and what can be worn when and where, Jun Takahashi shows us that originality and wearability can coexist, that the avant-garde can feel effortless, and that the greatest luxury in fashion is to not be confined by luxury.

Feb, 2024

The Impression

Every look is effortlessly cool and chic; every silhouette is perfectly proportioned in such a way as to belie the meticulously innovative approach to construction that characterizes every hybrid garment.

Feb, 2024

Yellow Shoes

These are the best boots I've bought from Yellow this year. Beautiful material and super comfortable. They go with so many outfits.

Feb, 2024

The Cut

The sense of being stuck in the world came through in this extraordinary show — that and how artistic expression can somehow release you... But only Takahashi expressed this desire without banalities. He left its mysteries intact.

Sep, 2023

UndercoverWaterWear

I wished I got a size smaller but I do like the swim dress. It is well made and I like the bright coral color.

Jun, 2025

GU US

The pants quality and the design is good though. I am going to return it and order a size smaller.

Oct, 2024

YouTube

Comfort wasn't great i ain't going to lie to you... it wasn't trash... it's something back here that was rubbing the mess out of the heel of my foot. and it was only on one shoe.

Jan, 2024

UndercoverWaterWear

It does run a little snug and cropped, but thankfully, I had ordered a size up. I got lots of compliments and people didn't realize it was for swim. It worked great as an everyday outfit + swim outfit.

May, 2025

nss magazine

Despite expanding into highly commercial areas of fashion—through numerous collaborations with mass-market brands or more immediately branded garments—the brand remains a delightfully intellectual entity. The best clothes it produces always have something fundamentally strange about them, and that is their beauty.

Mar, 2025

The Cut

His latest designs are unmistakably Undercover, with novel puffer jackets molded seemingly after stuffed animals (or our disturbing visions of them). Yet it was his thoughts on adult casual style that felt both new and extremely accurate.

Mar, 2025

GU US

These pants have a really nice baggy fit. They're high quality denim and pretty comfortable but also super stylish and have a lot of range with the detachable pant legs. Great pants I recommend!!

Mar, 2025

nss magazine

The everyday uniform that Takahashi envisions is certainly whimsical and, in some ways, bizarre (after all, the literal motto of the brand is “We make noise not clothes”), but it is also, first and foremost, practical.

Mar, 2025

The Impression

Exploding the boundaries of garment categories, fabric possibilities, and what can be worn when and where, Jun Takahashi shows us that originality and wearability can coexist, that the avant-garde can feel effortless, and that the greatest luxury in fashion is to not be confined by luxury.

Feb, 2024

The Impression

Every look is effortlessly cool and chic; every silhouette is perfectly proportioned in such a way as to belie the meticulously innovative approach to construction that characterizes every hybrid garment.

Feb, 2024

Yellow Shoes

These are the best boots I've bought from Yellow this year. Beautiful material and super comfortable. They go with so many outfits.

Feb, 2024

The Cut

The sense of being stuck in the world came through in this extraordinary show — that and how artistic expression can somehow release you... But only Takahashi expressed this desire without banalities. He left its mysteries intact.

Sep, 2023

UndercoverWaterWear

I wished I got a size smaller but I do like the swim dress. It is well made and I like the bright coral color.

Jun, 2025

GU US

The pants quality and the design is good though. I am going to return it and order a size smaller.

Oct, 2024

YouTube

Comfort wasn't great i ain't going to lie to you... it wasn't trash... it's something back here that was rubbing the mess out of the heel of my foot. and it was only on one shoe.

Jan, 2024