FRUiTS is a legendary Japanese street fashion magazine first published in 1997, known for its snapshots of uniquely dressed young people spotted on the streets of Harajuku, Tokyo. The magazine was created by photographer Shoichi Aoki, who personally walked the streets of Harajuku to “hunt” and photograph strikingly dressed youths on the spot.

What made this magazine distinctive was that its stars were not models or celebrities, but everyday young people. Their fashion was marked by a sense of freedom and individuality, free from conventional norms, branding, or trends. For many readers, appearing in FRUiTS became a status symbol, even giving rise to the phenomenon of “Aoki-machi” — youths would gather in Harajuku in hopes of being photographed by Aoki himself.

Although a fashion magazine, FRUiTS did more than just showcase clothes — it captured and transmitted the very essence of Harajuku culture from the late 1990s to the early 2000s. Aoki, who had previously founded the international street fashion magazine STREET, recognized a transformation taking place in Harajuku during the late '90s. Unlike traditional fashion driven by designers and media, this new wave was a grassroots movement of young people expressing themselves through what they wore.

FRUiTS played a pivotal role in introducing uniquely Japanese street styles, such as “Ura-Harajuku” and “Decora,” to the world. Though it ceased publication in 2017, its influence remains deeply felt across fashion magazines and social media street snaps globally. More than just a fashion publication, FRUiTS stands as a historical document — a cultural treasure that showcases Japan’s vibrant and creative street fashion scene at its peak.