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Masaaki Homma
Founder of mastermind JAPAN

2020 Hypes Score
Fashion , Retail


Masaaki Homma’s mastermind JAPAN is one of streetwear’s first aspirational Japanese brands. Price tag aside, Homma’s edgy take on everyday staples is the perfect blend of punk and luxury. The highly-noticeable skull insignia has been the brand’s clout calling card and those who own and flaunt the label’s goods are usually style connoisseurs always in-the-know.

2020 was a bit of a reinvention for mastermind JAPAN as extended label mastermind WORLD is confidently finding its footing with more consumers. As always, collaboration is the name of the game for Homma who tapped BAPE right away in January for a logo heavy capsule of sweats, tees, outerwear and accessories. There were also multiple team-ups with popular collectible maker medicom TOY and a series of skull-logo emblazoned BEARBRICKS were strategically offered.

For footwear, HAVAIANAS, Suicoke, Converse Addict and Lacoste got together with the Japanese brand for some monochrome and camo releases. Lastly, rising streetwear imprint C2H4 linked up with mastermind JAPAN for “C-MASTERMIND” a partnership that not only included choice logo-branded clothing staples but also a special edition Samsung Galaxy ZFold 2 5G.