Today, we would like to introduce the history of JULIUS, which is available at FASCINATE_THE R (Osaka Shinsaibashi) and FASCINATE KYOTO.

What is the men's fashion brand “JULIUS”?

JULIUS, is established in 2001 as an art project in Tokyo, Japan.

This year marks the 23rd anniversary of the brand's debut, making it one of Japan's proud, historically significant fashion labels.

Today, not only in Japan but also overseas, the brand is widely carried and has gained a passionate following as a global name in avant-garde fashion.

The core design elements of JULIUS are rooted in "chaos" and "industrial" themes.

"Chaos" is reflected in twisted or sharp designs, bringing the concept to life through the garments.

On the other hand, "industrial" conveys a minimalist design and rigid aesthetic, blending these two concepts into the creation of the brand's clothing.

The brand changes its concept by season, often presenting collections in black and gray, colors symbolizing anger and pain.

JULIUS is an avant-garde brand that not only reflects the clothes themselves but also expresses the presence of the people who wear them and the world that surrounds them.

Whether you are a fan of the brand or new to it, we hope you enjoy learning about the history and unique fashion perspective of JULIUS.

About Horikawa Tatsuro, designer of JULIUS.

JULIUS is a Japanese brand established by Tatsuro Horikawa, a fashion designer from Tokyo.

In 1996, Third Stone was established, initially focusing on graphic design activities.

In 1997, nuke, the origin of JULIUS, was born.

After designing CD jackets and organizing music events, deeply involved in Tokyo's music scene and building a career, in 2001, JULIUS was launched as an art project.

Why was it launched as an art project? It was started to encompass four forms of expression: "clothing, video, graphics, and music."

In 2003, the flagship store was opened, and in the Spring/Summer 2005 season, the brand gained attention by presenting collections in runway at the Tokyo Collection.

From the 2009 spring/summer collection, JULIUS debuted in the Paris/men's collection.

A historic moment for the brand came with the Spring/Summer 2009 Men's Collection, where JULIUS presented its first-ever collection in Paris.

As a result of energetically showcasing its collections in Paris, the brand attracted a global audience, not just in Japan. With designs that fuse music, graphics, and art created by Tatsuro Horikawa, JULIUS has grown into a brand recognized worldwide.

Today, the number of overseas retail accounts is among the highest for Japanese men's brands, establishing JULIUS as a world-class label.

The collection at the time featured sharp silhouettes, an avant-garde atmosphere, and a strong emphasis on a black color palette, which became the signature of the brand.

Some of the iconic pieces from that era, including the popular leather jackets, tailored jackets, and gas mask pants, remain in production today. Even after 15 years, these timeless items continue to enjoy enduring popularity.

Dress Line: MA_JULIUS

In 2008, the dress line "JULIUS MA" was launched, which later became an independent brand.

The sharp silhouettes and uniquely edgy designs garnered even more support, leaving a lasting impact on many.

Our store began carrying the line starting with the 12AW collection, initially focusing solely on MA_JULIUS.

However, MA_JULIUS stopped production after the 2015 Fall/Winter collection. Even now, many fans express their desire for its revival, making it a highly sought-after collection line.

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  JULIUS The R Limited 10 year anniversary MA_Seamed Tailored Jacket （Black） Call For Price

Introducing pre-collection from 2016 spring/summer collection.

One of our main brands, JULIUS, started releasing pre-collections from the 2016 Spring/Summer season, changing to a format of four collections per year.

Even the pre-collections have seasonal themes, offering a more minimal approach.

From the 2016 Fall/Winter collection, we began carrying the main line of JULIUS.

Each season, the collections are presented with a specific theme, and the theme for the 2016 Fall/Winter collection was "BEAST."

Inspired by the modern beast living in a concrete world, the collection incorporated elements such as fur, scales, and hooves into the garments and materials.

Notable items included jackets that evoked the sensation of wearing battle armor, with design elements that represented the beast’s raised skin or dull, shimmering scales attached as plates.

The reissue collection "Permanent" line started in 2020 Fall / Winter.

The highly anticipated collection "Permanent Line," focusing on reviving iconic items for brand fans, began with the 2020 Fall/Winter collection.

Revived pieces like the once-popular "Gas Mask Cargo Pants," "Tailored Jacket," and "Leather Jacket" garnered significant attention.

This season's 2024AW collection also features various revived items, so be sure to check them out.

The theme of this season's JULIUS 2024 Fall / Winter collection is [rift].

Currently, new items are arriving for this season, and the theme is [ rift; ] .

This collection is inspired by the stretching forces on the Earth's crust, such as the expansion and cracking caused by the mantle rising, the fissures in icebergs, and the rifts in outer space.

The graphics reflect the collection's theme, with the brand's signature black as the primary color, accompanied by pieces featuring color schemes inspired by magma and icebergs. The designs fully capture the unique world that defines the brand.

Additionally, many revived items from the previously introduced Permanent Line are featured in this collection, making it a captivating offering.

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  JULIUS Leather Jacket （Black） Call For Price
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  JULIUS Long Berg Coat （Black） Call For Price
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  JULIUS Tailored Skirt Jacket （Black） Call For Price
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  JULIUS Bonmber Jacket （Black） Call For Price
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  JULIUS Distressed Denim Jacket （Black） Call For Price
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  JULIUS Denim Jacket （Black） Call For Price
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  JULIUS Coated Hooded Parka （Black） Call For Price
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  JULIUS Hooded Parka （Black） Call For Price
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  JULIUS Coated Knit Shied Top （Cinnabar） Call For Price
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  JULIUS Knit Shied Top （Black） Call For Price
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  JULIUS Robe Cardigan （Blood） Call For Price
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  JULIUS Whole Graphic High-Neck Top （Black） Call For Price
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  JULIUS Loop Hem Longsleeve Top （Ash Purple） Call For Price
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  JULIUS Loop Hem Tank （Plaster） Call For Price
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  JULIUS Oversized Graphic Top （Black） Call For Price
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  JULIUS Graphic Regular Top （Clay） Call For Price
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  JULIUS Graphic Tank Top （Black） Call For Price
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  JULIUS Leather Gasmask Cargo Pants （Black） Call For Price
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  JULIUS Acid Thom Pants （Acid） Call For Price
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  JULIUS Rogue Cargo Pants （Black） Call For Price
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  JULIUS Gasmask Cargo Pants （Blood） Call For Price
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  JULIUS Coated Gasmask Cargo Pants （Black） Call For Price
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  JULIUS Gasmask Cargo Pants （Black） Call For Price
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  JULIUS High Waist Wide Distressed Denim Pants （Iceberg） Call For Price
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  JULIUS Slim Distressed Pants （Blood） Call For Price
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  JULIUS Hidden Heel Boots （Black） Call For Price
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  JULIUS Large Gasmask Bag （Black） Call For Price
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  JULIUS Neck Warmer （Black） Call For Price
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  JULIUS Curved Coated Gloves （Cinnabar） Call For Price
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  JULIUS Engineer Cap （Black） Call For Price

To speak in detail about JULIUS, it is such a historically rich brand that it cannot be fully covered in just one blog.

If this blog has sparked even a bit of your interest, we would be delighted.

You can view many of the new items via the button below. They are available in-store at FASCINATE_THE R (Osaka Shinsaibashi) and FASCINATE KYOTO, and of course, they are also available for online shopping, so be sure to check them out.

View Product List Here