A newly launched, Tokyo-rooted cultural outlet bringing defining creative voices from Japan and beyond to a worldwide audience—championing alternative perspectives and framing creativity in a post-hype era. We’re more than just a media platform; through articles, merchandise, music projects, and physical activations, we explore culture in multi-dimensional ways.
Our Statement
“Of all your efforts, and all your hyped collabs and all your exclusive drops turning into dust, NOTHINGNESS.”
Value is found in “nothingness.” A fleeting spark shapes an era, only to eventually return to worthlessness. This sums up the life cycle of hype—not just in fashion, but across everything that drives society. No matter how celebrated a product, moment, or person might be, by next season or next year, it’s already a nostalgic relic. At best, public interest might last three to five years.
If you can keep climbing to the next stage within that short shelf life—or block out the noise and stay true to your vision—then maybe, just maybe, what you create can hold lasting value beyond the whims of trend.
Don’t believe the hype, or believe the hype.
The choice is yours.