Heisei Street Brand SUPER LOVERS: What Makes It Beloved Even in the Reiwa Era

As a nostalgic brand from the Heisei era, SUPER LOVERS is almost always mentioned.

Regardless of generation, when people think of "SUPER LOVERS," many visualize the heart logo. Those who loved the junior line "LOVERS HOUSE" might recall the panda mascot "Merry & Ken." SUPER LOVERS' vivid primary colors and cute designs have captivated many and stand as a quintessential Harajuku brand, not just a nostalgic name from Heisei.

New Fashion Began from Tokyo

SUPER LOVERS was founded in 1988 by the representative Tanaka Yasuharu with a friend from university under the concept "From Tokyo with love."

Influenced by London street fashion from the '70s and '80s, the clothes became a topic among the club culture aficionados. The 1989 magazine feature "CUTiE"'s "90’sデザイナーを探せ！！" (Designer wo Sagase!!) introduced it as the "New Wave of FASHION from Tokyo." The commentary from that time describes them as "fun clothes in both design and material, mixing radical casualness with pop colors."