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.
PROFILE
Asuka Koshio
BADBOY Designer
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.?
"Originally, BADBOY was known as 'BADBOY CLUB.'
"In the 80s, there was a West Coast surf brand called 'LIFE'S A BEACH,' which featured a print series named 'BADBOY CLUB.'
"'LIFE'S A BEACH' was favored by sports athletes who loved street culture, and alongside it, the 'BADBOY CLUB' print gained immense popularity, later becoming an independent brand and giving birth to 'BADBOY.'"
In Japan, BADBOY began in the 90s. As someone who remembers that time, I can hardly hide my surprise that it originally started as a surf brand.
While expanding in Japan as a dance and street brand, as its popularity grew worldwide, from the 2000s, it shifted to a more serious focus on the "fighting" concept, expanding into the martial arts market.
"After the era of 'LIFE'S A BEACH,' we entered sponsorship deals with BMX competitions and skateboarding. At that time, BADBOY was part of a surf brand, but gradually it became popular as a street brand and began to break into the martial arts market.
"In the late 90s, BADBOY was not only known as a dance and street brand but was also popular for vintage items from the 'LIFE'S A BEACH' and 'BADBOY CLUB' eras.
"For those who learned about BADBOY in the 2000s, I think the impression of martial arts is strong, and it’s interesting how different generations hold different images and memories of BADBOY."
The Active Line of BADBOY & the Rebranded BADBOY
Many may remember the logo that symbolizes BADBOY.This impactful logo distinguishes between the sports-oriented active line and the casual apparel line.
In the active line, BADBOY is not only focused on fashion and design aspects but has also developed gear that supports fighters.
Fighting shorts worn by MMA and K-1 athletes have been adopted by many top professionals competing in the UFC, making it one of the best brands in martial arts.
Meanwhile, the casual line underwent a rebranding in 2019, which is still fresh in our memories. What events led to BADBOY’s rebranding?
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