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The 50 Greatest Japanese Brands of All Time An editorial in HuGE Magazine, 2007.

Undercover has been called "the essence of Japanese cool," and has been the Japanese darling of both streetwear and high-end fashionistos alike since the men's collection debuted at Paris Fashion Week in 2010. The true beginnings of the brand go back to 1993 when designer Jun Takahashi opened a store along with Nigo of A Bathing Ape. The success and expansion of the shop meant that Undercover was soon on the catwalks of Tokyo, showing off clothes that Takahashi described as "strange, but beautiful." His collaboration with Nike Sportswear has been hugely successful, as was his partnership with Uniqlo. It won't be long before Undercover is cracking the top 10 of lists like these.

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