Japanese streetwear brand Supplier are launching their summer collection in drops starting from the end of July. The summer campaign shot on location in Shibuya around the brand’s Tokyo HQ, is a celebration of the energy and spirit of Tokyo’s youth-core culture, shot in the noisy, neon, night-time streets and arcades surrounding the world’s busiest crossroads, Shibuya’s world famous pedestrian Scramble. Summer22 curates signature Supplier styles and best-sellers, making these available outside of the Japanese market for the first time through their international e-commerce, alongside the brand’s newly introduced cross-chain print across a range of street staples.
In the Japanese youth fashion tradition of re-purposing Americana style icons into a streetwear context, Summer22 blends baseball jerseys and caps, collegiate varsity knits, Southern Californian skater-inspired tees and 90s switched bandana shorts in homage to US hip-hop culture. Eclectic references are tied together through playful prints and reworked logo typography all under a bold baby blue and pink colour-story.
Supplier is a fast-paced, innovative force within the Japanese streetwear scene, developing a cult following in its domestic market since launching in 2018. Originally launched as a select store curating the most exciting local and international emerging streetwear brands, the Supplier own-brand line was launched in 2020 to fill gaps in consumer demand, and quickly grew to establish international offices in London, New York, Shanghai and Amsterdam. The interplay of creative and diverse digital natives behind the scenes created a new visual direction and ethos which underpins the Supplier brand – A Borderless World.