The Journey from the 90s to the Present: BADBOY's New Challenge in Street Fashion

There are many brands that bring back nostalgia from the Heisei era, but BADBOY is undoubtedly one of those brands that must not be forgotten. People of my generation and even those a little younger are likely familiar with this brand name.

This is not surprising, as BADBOY is a unisex brand and was incredibly popular among both male and female middle school students at the time.

The rebranding has recently caught a lot of attention, but what kind of history has BADBOY's style traced and how has it evolved up to now? This time, I spoke with BADBOY designer Asuka Koshio.

Little Known Deep History of BADBOY

When it comes to BADBOY, those of my generation strongly associate it with the late 90s.

At that time, the popular idol group "SPEED" was the image model, and many girls who admired SPEED were paying attention to the BADBOY brand.

The unisex aspect of BADBOY made it popular not just among men, but also among active women. Although BADBOY originated in America, what kind of differences exist between the brand's identity in Japan and the U.S.?