[Harajuku] In-Depth Report on HUMAN MADE｜Why is there always a line? Read in Japanese

What is HUMAN MADE?

HUMAN MADE is a street fashion brand by NIGO®. A cozy boutique.
Under the concept of "The Future Is In The Past," the brand offers a wide range of items such as T-shirts, denim, sundries, and bags based on the atmosphere of American vintage.

NIGO, known worldwide as the founder of BAPE®, is currently the right-hand man of Louis Vuitton Men's Artistic Director Pharrell Williams. With this background, HUMAN MADE is attracting a great deal of attention both at home and abroad.

Popular products and representative works

• Heart Logo T-Shirt: The brand's iconic item, simple but with a great presence.
• Denim jacket: With "The Future Is In The Past" embroidery, this jacket is filled with NIGO's love of vintage.
• Logo cap: A favorite among travelers and a staple that sells out quickly at the Harajuku store.
• Bags and pouches: Available in a variety of colors, including pink and green. Easy to use for daily use and in high demand as gifts.

My visit to HUMAN MADE HARAJUKU

This time, we visited the directly managed store "HUMAN MADE HARAJUKU" on the 1st floor of Laforet Harajuku.
The neon logo glowing at the entrance already created a stylish atmosphere. Once inside, the walls are lined with T-shirts and denim, and bags and other miscellaneous goods are beautifully displayed in showcases.

Point

• Standard T-shirts with simple logos and graphics have a strong presence.
• Colorful checked shirts and denim have a vintage look that is typical of NIGO.
• There is also a wide variety of small items such as bags, pouches, mugs, and key chains, which seem to be in strong demand as gifts.
• The price tags range from easy-to-reach lines to high-quality denim, with caps around 10,000 yen and bags around 16,000 yen.

The reason why there is always a line

There are three main reasons why HUMAN MADE in Harajuku is "always in line.

1. Many limited items and collaborations
   　In addition to standard T-shirts, fans rush to the store on release days for collaborations with Adidas, Cowes, Girls Don't Cry, and more.
2. Numbered tickets and lottery system
   　To reduce crowds, entry to the store is by lottery or numbered tickets on some days, and people line up even before the store opens.
3. Very popular with overseas tourists
   　Due to its location in Harajuku and NIGO's worldwide recognition, the store is always crowded with foreign tourists.

What is NIGO?

NIGO is a Japanese fashion designer and founder of the street brand A BATHING APE® (BAPE). He is a world-renowned creator who currently works with HUMAN MADE and as an assistant to Pharrell Williams of Louis Vuitton Men's.

• 1970: Born in Chiba Prefecture, Japan. Real name is Tomoaki Nagao.
• Late 1980s: Studied fashion at Bunka Fashion College.
• 1993: Founded the street brand A BATHING APE® (BAPE) in Harajuku, leading the Uraharajuku culture in the 1990s.
• 2000s: BAPE expands into a global brand. BAPE's ties to hip-hop and street culture earned it the support of international celebrities.
• 2005: Formed the music unit TERIYAKI BOYZ®. The group has a strong presence not only in the fashion scene but also in the music scene.
• 2010: After retiring from BAPE, he started a new brand "HUMAN MADE. The line is aimed at adults and combines a vintage feel with a playful spirit.
• 2016 onwards: Creative Director of UNIQLO UT, where he has been involved in numerous collaborations.
• 2021: Appointed artistic director of French luxury brand KENZO.
• 2023: Senior Men's Fashion Advisor (right-hand man) for Louis Vuitton Men's under Pharrell Williams.
• Currently: Diversified with HUMAN MADE, including cafes, curry store "CURRY UP", and art collaborations.

Also check out related stores in the neighborhood!

In the Harajuku and Gaienmae area, there is also a "HUMAN MADE OFFLINE STORE" where you can experience the world of HUMAN MADE.
In addition to apparel, there is a café space in collaboration with Blue Bottle Coffee, where you can enjoy shopping while sipping coffee.

NIGO, the company behind HUMAN MADE, also operates a curry store called "CURRY UP," making it a popular place to experience the same culture.

Also read

Harajuku/Kitasando] NIGO® Produces Additive-Free Curry CURRY UP®, a Taste of Legendary "GHEE" Restaurant...CURRY UP® is a must-try authentic curry restaurant in Harajuku, Kita-sando, and Meiji-jingumae area. This curry store is located in ...

Impression of the actual visit

• There is an abundance of products, but I got the impression that popular items sell out quickly.
• There were many tourists from overseas, and I realized that the shop is supported globally.
• The store does not betray the image of "Harajuku = stores with lines," and it is still a store worth waiting in line for.

QA (Frequently Asked Question format)

Why is there always a line at HUMAN MADE Harajuku?

It is because many fans gather on the days when limited items and popular collaborations go on sale. Also, numbered tickets and lottery systems are sometimes introduced, so lines tend to form waiting to enter the store.

Who is NIGO, the company behind HUMAN MADE?

He is a Japanese designer known as the founder of A BATHING APE® (BAPE). He is currently working with Pharrell Williams in the Louis Vuitton men's department and is highly regarded worldwide.

What are the most popular products available at HUMAN MADE Harajuku?

T-shirts, bags, and caps with the brand's iconic heart logo are popular. Denim and colorful check shirts are also typical items.

Are there any related stores nearby?

There is a "HUMAN MADE OFFLINE STORE" in Gaienmae, which has a cafe in collaboration with Blue Bottle Coffee, and "CURRY UP" produced by NIGO is also nearby.

Store Information