SWAGGER, founded in 1999 by Japanese rappers Big-O and Iggy,
represents a clothing line that is both a persuasive interpretation of the Hip Hop aesthetic and an example of Japanese precision and
attention to detail.
While SWAGGER remains firmly ingrained in exploring the cultural B-boy tradition, the imaginative PHENOMENON was established in 2002 as a private experimental relaxed luxury line with a playful and more detailed oriented, high-end design. According to creative director and owner, Big-O; "In Japan, we appreciate the mix between high end and street fashion, we see the humor, irony and even the subversion that hip-hop brings to fashion." It was this approach that inspired Phenomenon's Spring/Summer 07 standout pattern, The Vintage Flower Camo. Inspired by Laura Ashley like floral prints, Big-O planted soldiers in the rose bushed and armed them with AK47s, a detail revealed only after careful scrutiny.
PHENOMENON's rising appeal is typified by celebrities like Kanye West and Lupe Fiasco, who have an unforced, natural relationship with the brand. Featured in titles like Complex, Trace, XXL, Vibe, and Fader and featured in several, high-profile videos, Phenomenon continues to excite.
PHENOMENON focuses on the discriminating shopper who seeks exclusive, rare pieces available for limited windows of time.
PHENOMENON can be found at exclusive boutiques around the world and
at the exclusive second floor boutique at the new Swagger Harajuku
flagship in Tokyo opened this Sep.
PHENOMENON 2007-2008 A/W Collection
