In 2005, the brand was launched in Tokyo and has received high acclaim not only in Japan but around the world. The brand name is derived from the classic song "Bonita Applebum" by A Tribe Called Quest, and it embodies the feeling of experiencing the golden age of hip-hop in the 80s and 90s through its apparel. It has realized various collaborations with brands such as and , as well as with artists and films. Among these, the collaboration with the legendary hip-hop group "Wu-Tang Clan" stands out, incorporating motifs from the kung fu movies that influenced them into the Japanese specialty sukajan, resulting in a collection that uniquely expresses 90s hip-hop through a Tokyo lens. Upholding the philosophy of "rebellion, innovation, and humor," it is a brand that takes pride in its unique values and expressions from Japan and Tokyo, continuously evolving to stand shoulder to shoulder with the streets of America and Europe.
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