Nowhere, a small store that transforms the World of Streetwear

The story of Nowhere is a perfect example of how a visionary concept can define an era. Founded in 1993 by Jun Takahashi (Undercover) and Nigo (A Bathing Ape), this iconic store was much more than a retail space; it became the epicenter of a movement that redefined street style and cultural connections.

Located in the backstreets of Harajuku, Nowhere stood out for its simplicity and its ability to attract young fashion enthusiasts. The store had two main sections: one dedicated to Jun Takahashi’s conceptual and experimental Undercover designs, and the other where Nigo offered imported American clothing. However, the space soon began to evolve, featuring products by other emerging designers such as Hiroshi Fujiwara (Fragment) and Tetsu Nishiyama (WTAPS). This expansion solidified Nowhere as a hub for streetwear innovation.

Nowhere’s impact went beyond fashion—it became a creative catalyst where artists, designers, and visionary youth gathered to exchange ideas. It was in this environment that Nigo realized many visitors were drawn to Undercover’s designs, inspiring him to launch his own brand. In collaboration with legendary graphic designer Skate Thing, he created A Bathing Ape (BAPE). The brand not only redefined Japanese streetwear but also became a global phenomenon, placing Harajuku at the heart of international fashion conversations.

Over the following years, Harajuku blossomed into the epicenter of Japanese street style, with Nowhere dictating trends. Although it closed in 2000, its influence remains visible in the Urahara style—a blend of American and Japanese elements that Nowhere helped popularize. Today, the store is regarded as a cornerstone of streetwear history.

Nowhere’s legacy has also been immortalized by Hidden New York, a mysterious online profile known for exploring streetwear culture. Its profile picture, honoring the store, serves as a constant reminder of how a small space can transform an entire industry.