LOSERS

The LOSERS brand started its business in 1975. After its establishment, the streetwear label Losers quickly became one of the coolest brands in Japan. Their goal is to create designs that tie in with the meaning of "iki", a uniquely Japanese concept of beauty and perseverance.

Their tagline is "Be consistent with your guns" - this is the persistent aspect of the iki aesthetic, while its beauty speaks for itself. For this company, “loser” is not an insult but a source of pride. A loser must have faith in himself to continue. The LOSERS shoes are faithful to the traditional Japanese aesthetic.

It is a name familiar to young people today because the founders and designers of LOSERS are all members of the new generation. The meaning of the Japanese sneaker brand name reminds us of the efforts of struggling designers inspired by Japan's Edo Period. They tried to create new models of shoes for sneaker fans. In each Losers repertoire, we see the hidden creativity that is both unique and different.

And indeed LOSERS has done it, notably creating shoes that use colors borrowed from the "48 browns and 100 grays" that common Japanese folk were allowed to wear during the Edo period. Since then, the brand has made waves at fashion shows with clean and lightweight shoes, marked by the signature V-shaped design on the toe.

Detailed information:

• Headquarters: Harajuku, Tokyo, Japan

• Founded: 1975
  

• Founder: Sneaker Wolf

• Twitter: https://twitter.com/losersstyg