Founded by Nobuhiko Kitamura in 1984. Feeling dissatisfied with the fact that everyone around him was wearing the same fashion, such as Comme des Garçons and Yohji Yamamoto, Kitamura turned to vintage fashion.

In a 2021 interview, he said, "My ideas come from things I love." He draws inspiration from music, vintage clothing, movies, art, whitewash culture, and Andy Warhol.

n the 1980s, while monochrome fashion was popular, led by Comme des Garçons and Yohji Corporation, he created a completely opposite worldview, a style that was truly full of rebellious spirit.

The following year, in 1985, the kids' line "HYSTERIC MINI" was launched, proposing a rock-inspired look for parents and children. 

In 1986, a flagship store opened in Harajuku, gaining popularity among discerning women.

In 1988, a press staff member who worked under Kitamura moved to New York, where he found a sponsor and opened a small, unofficial shop (a store selling vintage and HYSTERIC clothing in the East Village). This is where he began interacting with various artists.

In 1991, the brand expanded to London, deepening its connections with world-famous rock bands and becoming synonymous with rock fashion. 

In 1998, it expanded into North America and established "HYSTERIC GLAMOUR USA," accelerating its global expansion.

The long-awaited men's line was launched in 2001. It featured many vintage-processed denim pieces, which had an impact on the fashion scene (Hysteric Glamour's processed denim was famous for its high quality and artistic appeal).

In Japan, Takuya Kimura, who was active in the idol group SMAP, wore the brand, and the men's line also became popular at an alarming rate.

The collaboration with SUPUREME in 2017 sparked the recent HYS boom. This led to awareness among the younger generation who had not known about HYS until then. Also, coupled with the Y2K trend, Korean idols and celebrities started wearing the brand, leading to a resurgence of interest.

HYS classic items

・10-year denim

As the name suggests, this denim has been processed to look like it has been worn for about 10 years. The slim silhouette, which is a favorite among rock artists, is handcrafted by denim artisans in Kojima, Okayama, Japan, to give it a realistic texture.

・HYS Girl （T-shirt etc..)

HYS Girl has been known as a brand icon since the 90s. The logo, which combines eroticism and coolness, is printed on various items. Items from the 90s in particular are becoming increasingly expensive as vintage items.

Outer

Not only do they carry rock icon items like varsity jumpers, military jackets (L-2B), Cowichan knitwear, and British rider brand Lewis Leather, but they also carry American casual items.

HYS and photography

Three or four years after the brand was founded, it began selling catalogs  and at that time Kitamura himself was taking photos and creating the products.

※At the time, there was no internet, so you had to choose from a catalog.

He accompanied the parent company of HYS to a catalog shoot, where he realized the importance of the photographer, and gathered 13 Japanese photographers at the time to publish "hysteric no. 1" in 1991.

Since then, the shop has produced photo books in collaboration with photographers from around the world and has held photo exhibitions by artists within the shop

personal opinion

There are many different fashion brands in Japan, but I don't think there is any other brand that has evolved so far alongside the culture. While the resurgence in popularity is partly due to changing times, I believe it is also the result of the HYS team's determination and passion.

We are proud that we have a brand that is loved not only in Japan, where we were born and raised, but also in faraway countries.