The Ura-Harajuku movement of the 1990s left an indelible mark on the global fashion and cultural landscape. Re-evaluated on a massive scale in the 2010s—catalyzed in part by key figures like the late Virgil Abloh—the pioneers of the Tokyo scene continue to lead their respective fields with unwavering strength today. On the other hand, a persistent contingent of “heads” on social media remains fixated on the afterglow of those glory days. While there is no intention to dismiss that nostalgia, it is undeniable that the brilliance of that era can sometimes be so blinding that the emerging talents destined to lead the next generation are easily overlooked.

With one notable exception: VERDY.

Rising from the Japanese street scene to global stardom following the Ura-Harajuku pioneers, he is perhaps the individual whose position has evolved most dramatically over the last decade. From his own projects like Girls Don’t Cry and Wasted Youth to diverse collaborations across all scales and genres, his presence is so ubiquitous that it’s no exaggeration to say his name is seen every single day. His widespread recognition has placed him shoulder-to-shoulder with the very pioneers he deeply admires. As his own phrase, “Don’t bother me anymore,” suggests, such outsized success inevitably draws outside noise. Yet, from my perspective as one who has observed his trajectory from a close enough distance, his rise is nothing less than a “Japanese Dream” won through relentless effort and initiative.

In December 2025, a long-awaited first collaboration between VERDY and TEITO’s BoTT (Birth of The Teenager) finally came to fruition. After beginning his journey in graphic design at Bunka Fashion College and navigating the launch and hiatus of a previous brand, TEITO started BoTT in 2019. From that point on, the brand has grown steadily each season, leveraging an expansive community and iconic graphics to establish itself as a powerhouse that embodies and drives the “now” of Japan’s dense street scene.

In this piece, we dive deep into the history of their (perhaps unexpected?) friendship, the behind-the-scenes of this first collaboration, their thoughts on the current state of street culture, and their perceived roles within it. This conversation is not only an intriguing look into the future of the Japanese scene but an essential read for the next generation chasing their dreams, just as these two once did.

Find the full story in the ZINE, now available in our online store.