The premium brand is expensive.
The interest is more in inspiration and creation than in beautiful materials and precise cuts.
The brand is mainly aimed at young people (in their bodies or in their heads), those who listen to Joy Division, those who take the first metro to go home to sleep after an evening when others take it to go to work.
Talking about value for money has no point here: the goal is for the piece to speak to you before you buy it. For example, there is the high-end “groupie t-shirt” that you will dare to wear somewhere other than at home.
The Japanese label created in 1990 by Jun Takahashi is inspired by Japanese and Western subcultures: punk in particular but also pop culture in the broad sense (in cinema, music and television).
Undercover is part of this “anti-Japanese fashion” movement led by Comme Des Garçons, where clothing is the symbol of a culture, often protesting or marginal.
Jun Takahashi renews itself from year to year while keeping the essence of the brand.
Each season can be more or less inspired by a group, a film, a work or an artistic movement : we find SITH printed t-shirts and quotes from films flocked on the back of the jackets, or even a lining featuring the cover of the album Love Will Tear Us Apart by Joy Division.
Almost everything is made in Japan with the care expected of a high-end label. The cuts are often very young (slim or even skinny jeans) but certain pieces can, through their particular fit or their details, enhance more classic outfits.
