Hypebeast opens its first Hypegolf store in Japan

Retail brands are curators of a way of life - there’s a Prada life, an ON Running life, a Jenni Kayne life. In addition to their core business, brands build the entire worlds that customers step into.

This started with the Seventh Avenue, shop-and-copy approach that has defined the industry, but no longer works with consumers on a global scale. America created the concept of lifestyle brands—it drove the rise of casualization as early as the 1950s, first through denim, then khakis, and now leggings. But the fashion itself has long been predicate... See more