Our Story

Founder

Kenta Saito was born in Osaka, Japan. He moved to Tokyo in 2021 to pursue his passion for design and skate culture. He founded Fuji with the vision of creating a streetwear brand that blends urban energy with quality craftsmanship. Starting out as a small shop in Tokyo, Fuji has quickly grown into a local favorite with its unique perspective of blending bold street aesthetics with Japanese craftsmanship.

Fuji started as a boutique offering exclusive items, capturing the hearts of skaters and streetwear fans. Over time, Fuji evolved into a broader brand, solidifying its early identity through collaborations with local artists and skaters such as Leninn Skateboards. Fuji still oversees the creative direction of the brand from its headquarters in Tokyo, managing design, marketing, collaborations and its unique aesthetic.

history

2021

Starting out as a small skate shop in Tokyo, Alice gained attention for its bold approach to streetwear and its limited edition collections quickly became popular among skaters and youth culture enthusiasts. Its unique blend of street aesthetics and skateboarding culture has laid the foundation for future growth.

2021

In 1995, Alice opened its first store in central Tokyo, a location that quickly grew into a hotspot for skaters and streetwear enthusiasts and played a key role in establishing Alice as a driving force in urban culture.

2022

Building on its success in Tokyo, Alice opened a second store in Kyoto and a third in Yokohama, each offering a unique retail experience that reflects the culture and vibe of its respective city. This expansion allowed Alice to reach a wider audience and solidified its position as an emerging force in Japanese streetwear.

2023

Alice has teamed up with renowned Japanese skate brand Leninn Skateboards for a line of exclusive apparel and skateboard decks. The collaboration has generated buzz for its bold graphics and limited releases, helping Alice gain a loyal following among Tokyo skaters and street culture fans.

Collaboration with

We have collaborated with various brands to forge unique partnerships that blend the visions of both parties. These collaborations bring innovative and compelling designs to our customers, showcasing the diversity of our creative community.