What do you think?
Rate this book
Fruits #1
FRUiTS
This extensive collection of portraits represents a unique documentation of the changing face of street fashion throughout the last decade. Colourful, fascinating and funny, this is the first time these cult images have been published outside Japan.
272 pages, Softcover
First published January 6, 2001
13 people are currently reading
2887 people want to read
About the author
Shoichi Aoki
17 books30 followersShoichi Aoki (青木 正一 Aoki Shōichi<?i>, born 1955) is a Japanese photographer and the creator of STREET Magazine, TUNE Magazine and FRUiTS magazine. He also subsequently created the Fruits and Fresh Fruits (collections of Japanese street fashion) photo-books as a way of offering his photos to the foreign market.
Aoki was born in Tokyo, began documenting street fashion in Tokyo's fashionable Harajuku area in the mid 1990s when he noticed a marked change in the way young people were dressing. Rather than following European and American trends, people were customising elements of traditional Japanese dress - kimono, obi sashes and geta sandals - and combining them with handmade, secondhand and alternative designer fashion in an innovative DIY approach to dressing.
In 1997, Aoki founded the monthly magazine FRUiTS, now a cult fanzine with an international following, to record and celebrate the freshness of fashion in Harajuku. All photographs in the exhibition were originally published in FRUiTS.
(from Wikipedia)
Aoki was born in Tokyo, began documenting street fashion in Tokyo's fashionable Harajuku area in the mid 1990s when he noticed a marked change in the way young people were dressing. Rather than following European and American trends, people were customising elements of traditional Japanese dress - kimono, obi sashes and geta sandals - and combining them with handmade, secondhand and alternative designer fashion in an innovative DIY approach to dressing.
In 1997, Aoki founded the monthly magazine FRUiTS, now a cult fanzine with an international following, to record and celebrate the freshness of fashion in Harajuku. All photographs in the exhibition were originally published in FRUiTS.
(from Wikipedia)
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 30 of 82 reviews
June 18, 2023
Mix up Western influence + Manga + pop culture + Japanese legends = FRUiTS! Young Japanese expressing themselves through the latest styles and trends. Interesting look at the intersection between traditional culture and global trends. A very informative introduction to a movement that has had a tremendous influence on pop culture.
January 28, 2011
The individuals in this book are certainly not afraid to be different! I wish the U.S. was more like this, in embracing such types of personalities.
September 2, 2019
This is a collection of street snaps from the heydays of Harajuku fashion. Preserved, according to the foreword, not only to show off the creativity that was out in the streets back in the days but also as a reminder to fashion-forward youth not to forget this was a thing that happened and a rallying cry not to succumb to casual fashion that's popular nowadays. Sorry Shoichi Aoki!
I also have the Gothic & Lolita version of this and tbh both of them are old so ... I'm not sure how to really put it? So let's do that as bluntly as possible. In bullets.
- FRUiTS aged better than G&L. I hate saying that because Capitalism and consumer culture is what happened to Gothic & Lolita fashion and the things people think are 'ita' now are the cheap or handmade items that helped establish the subculture in the first place so thanks a lot for that. Anyway, there's a lot of 'ita' or inelegant, ugly fashion in the Gothic & Lolita book because the fashion has moved on to pricey branded items that get sold out the first day. On the other hand, street fashion in general (not counting the Lolita and hime branches) chugs along merrily without really looking at trends, so the fashion in FRUiTS is actually still very fresh and fashionable?
- There's also quite a number of DIY and thrifting happening, with people customising their clothing (again not something you see that much in the G&L or hime side?) to make them one of a kind items, and I feel there's so much more street cred there. Why did we become so enamored with brand names?
- I got a book that was published more recently , Tokyo Street Style and that features more casual fashion that costs you an arm and a leg, with select shops that tend to favour minimalism. And again, sorry Shoichi Aoki! :"D
All that said, I'm not the biggest fan of the book's coloured text on busy backgrounds. Yes, the photos are more important than the text, but can't you do it in white font at least? There are a couple descriptions I just couldn't read at all.
I also have the Gothic & Lolita version of this and tbh both of them are old so ... I'm not sure how to really put it? So let's do that as bluntly as possible. In bullets.
- FRUiTS aged better than G&L. I hate saying that because Capitalism and consumer culture is what happened to Gothic & Lolita fashion and the things people think are 'ita' now are the cheap or handmade items that helped establish the subculture in the first place so thanks a lot for that. Anyway, there's a lot of 'ita' or inelegant, ugly fashion in the Gothic & Lolita book because the fashion has moved on to pricey branded items that get sold out the first day. On the other hand, street fashion in general (not counting the Lolita and hime branches) chugs along merrily without really looking at trends, so the fashion in FRUiTS is actually still very fresh and fashionable?
- There's also quite a number of DIY and thrifting happening, with people customising their clothing (again not something you see that much in the G&L or hime side?) to make them one of a kind items, and I feel there's so much more street cred there. Why did we become so enamored with brand names?
- I got a book that was published more recently , Tokyo Street Style and that features more casual fashion that costs you an arm and a leg, with select shops that tend to favour minimalism. And again, sorry Shoichi Aoki! :"D
All that said, I'm not the biggest fan of the book's coloured text on busy backgrounds. Yes, the photos are more important than the text, but can't you do it in white font at least? There are a couple descriptions I just couldn't read at all.
April 1, 2019
This small art book is wonderful. It's format might not be adequate to be considered a coffee table book, but nobody I have shown it to has resisted to peek for a good leght of time at its colorful and hilarious photographs. It depicts a period of time in a specific place on Earth that allowed a group of youths (and other dearing souls) to express themselves in the most outrageous way through clothing. They took haught couture and they made it 'low couture' with a happy smile, impossible to resist.
It is a book full of imagination and humour that will delight anyone with an open mind and a curious side.
It is a book full of imagination and humour that will delight anyone with an open mind and a curious side.
April 11, 2008
I used to see this book all the time at the nearby music store, and one day I received it as a gift. I'm not going to suggest that everyone should dress like the people in this book, but I will say that I loved how they were able to put together something different and interesting, completely unlike what I've seen here in the U.S. Even the most outrageous outfits I've seen at clubs in LA can't hold a candle to what's in this book. Very creative stuff here.
August 24, 2009
about a Japanese magazine that documented the late 1990’s fashion revolution, which highlighted the youth changing everything from their hair color to the kimono. Hoko-ten, pedestrian-only areas of the city, were closed in 1999. Fun to remember raver culture
March 3, 2010
An entire book of photos of teens and young adults dressed in authentic Japanese street fashion--I laughed, I gasped, I frowned quizzically and I admired. You must see to believe.
October 10, 2018
FRUiTS & Fresh Fruits by Shoichi Aoki are a collection of Tokyo teenage street fashion portraits selected from Japan's premier street fanzine. Despite being older the fashion in these books does not date because the style is so unique to each person. I really enjoy looking through the books and seeing the creativity.
June 10, 2022
This is the kind of book that I can fall onto a bed staring at at multiple stages in my life. It disappoints me that no one really comes through with their promises to hold a Japanese fashionista party.
April 7, 2025
I am so happy I found this at one of my libraries. I remember checking these when I was able to find the magazine in the store. In this one all Japanese fashion and many interesting outfits and I had fun seeing them all.
February 3, 2020
Unique.... review to come.
February 8, 2026
You should read this book if you:
- Love using clothes as self-expression.
- Enjoy feasting your eyes on bright colors and unexpected silhouettes.
- Have an interest in Japanese sub-cultures.
- Appreciate Harajuku clothing brands.
- Want inspiration on how to wear your clothes in fun new ways!
- Love using clothes as self-expression.
- Enjoy feasting your eyes on bright colors and unexpected silhouettes.
- Have an interest in Japanese sub-cultures.
- Appreciate Harajuku clothing brands.
- Want inspiration on how to wear your clothes in fun new ways!
October 29, 2011
Fruits is a collection of Tokyo street fashion portraits from Japan's premier street fanzine of the same name. 'Fruits' was established in 1994, by photographer Shoichi Aoki, initially as a project to document the growing explosion in street fashion within the suburbs of Tokyo. Over the last five years, the magazine has grown to cult status and is now avidly followed by th...moreFruits is a collection of Tokyo street fashion portraits from Japan's premier street fanzine of the same name. 'Fruits' was established in 1994, by photographer Shoichi Aoki, initially as a project to document the growing explosion in street fashion within the suburbs of Tokyo. Over the last five years, the magazine has grown to cult status and is now avidly followed by thousands of Japanese teenagers who also use the magazine as an opportunity to check out the latest styles and trends. The average age of the kids featured in the magazine is between 12 and 18, and the clothes that they wear are a mixture of high fashion – Vivienne Westwood is a keen favourite – and home-made ensembles which when combined create a novel, if not hysterical, effect. This extensive collection of portraits represents a unique documentation of the changing face of street fashion throughout the last decade. Colourful, fascinating and funny, this is the first time these cult images have been published outside Japan. (less)
This entire review has been hidden because of spoilers.
October 21, 2011
Fruits is a photo-essay based on the popular Japanese magazine. There is also a “UK Version” of the magazine called Street (trivia fact: that Robert Pattinson guy is in the Street photo-essay book before he was a “big” actor). Fruits and Street are (to the best of my knowledge) sold in the same stores in the UK, and Japan, and if you have a store that sells one, they usually sell the other.
I bought the book because I love fashion, especially watching Japanese fashion.
I really enjoy the fact that the book lists what kids bought on their own and where they got it from, so if you like one individual piece, the chance of you being able to purchase it is highly likely.
I had originally heard about Fruits sometime in 2005, so when I found the book in 2006 I put it on the side to buy from Barnes and Noble, where I happened to work.
There is a second volume called Fruits Too.
I enjoy the pictures and the randomness of the fashion.
If you are fan of fashion (shoes, purses, clothes, jewelry, hair, etc.), and or Japan, as well as photo essays and collections, I would recommend this.
If none of this truly interests you, perhaps take a look at it at your bookstore or library.
I bought the book because I love fashion, especially watching Japanese fashion.
I really enjoy the fact that the book lists what kids bought on their own and where they got it from, so if you like one individual piece, the chance of you being able to purchase it is highly likely.
I had originally heard about Fruits sometime in 2005, so when I found the book in 2006 I put it on the side to buy from Barnes and Noble, where I happened to work.
There is a second volume called Fruits Too.
I enjoy the pictures and the randomness of the fashion.
If you are fan of fashion (shoes, purses, clothes, jewelry, hair, etc.), and or Japan, as well as photo essays and collections, I would recommend this.
If none of this truly interests you, perhaps take a look at it at your bookstore or library.
November 15, 2007
This is the kind of book that I can fall onto a bed staring at at multiple stages in my life. It disappoints me that no one really comes through with their promises to hold a Japanese fashionista party.
I mean, yeah, it's been imitated, over and over, and the scene in Harajuku in 1999 is just a distant memory as the street corner is now full of boring people craning their necks to be photographed now.
This is a collection of all the good stuff from the first few years, and I think it's the way we should all dress, or at least the ones that were somewhat self-made rather than bought.
Come on, let's have an EGL dress day!
I mean, yeah, it's been imitated, over and over, and the scene in Harajuku in 1999 is just a distant memory as the street corner is now full of boring people craning their necks to be photographed now.
This is a collection of all the good stuff from the first few years, and I think it's the way we should all dress, or at least the ones that were somewhat self-made rather than bought.
Come on, let's have an EGL dress day!
January 22, 2012
I bought this book years ago, when I worked at Barnes and Noble and had a 30% discount on all books. Everything about this book is colorful and amazing. It focuses on the street fashion of the Harajuku district and the Shinjuko district. It's all over the top, experimental and jaw dropping.
The photos in this volume fully capture what youth is all about. The experimentation with identity, the extreme fashion and hair. It's all about crafting identity. I may not be tempted to wear anything in this book, but I am heartily glad that they are. Without people like this pushing us foreward, we would stagnate.
The photos in this volume fully capture what youth is all about. The experimentation with identity, the extreme fashion and hair. It's all about crafting identity. I may not be tempted to wear anything in this book, but I am heartily glad that they are. Without people like this pushing us foreward, we would stagnate.
November 16, 2007
"Fruits" is or was a monthly magazine in Japan. Whaever it exists or not anymore doesn't really matter. THis book captures the early 21st Century in Tokyo - which is without a doubt the capital of street fashion. In fact is there another city that even comes close? I really doubt it.
I guess what is great about Tokyo is the intensity - and I never felt such an intensity in a city like that before. I wished I could give everyone a round-trip ticket to visit Tokyo - even for a week. Because even just sitting by the Shibuya train station you will see things that will last forever.
I guess what is great about Tokyo is the intensity - and I never felt such an intensity in a city like that before. I wished I could give everyone a round-trip ticket to visit Tokyo - even for a week. Because even just sitting by the Shibuya train station you will see things that will last forever.
November 23, 2013
Fun and colourful - and quite the contrast to ordinary Japanese fashion (both traditional kimonos, and the modern school uniforms and the suit 'uniforms' worn by all the salary men (and women) of today).
But shame on the graphic designer of the book - I understand that A) the main point of the book is the pictures and not the text and B) that the colours chosen for the texts are to match the colourful outfits, BUT sometimes the texts are impossible to read because the choice of colour contrasts too little to the background, and that's a pity since they can be quite entertaining.
But shame on the graphic designer of the book - I understand that A) the main point of the book is the pictures and not the text and B) that the colours chosen for the texts are to match the colourful outfits, BUT sometimes the texts are impossible to read because the choice of colour contrasts too little to the background, and that's a pity since they can be quite entertaining.
March 7, 2014
I LOVE THIS BOOK.
It showcases such a wonderful taste of Japanese street fashion/Harajuku. The photography exquisitely captures the colorful clothing and personalities of random, actual people as they are out-and-about for a perfect up close and personal look - a peek inside what it would be like to walk around the various districts in Japan (especially Harajuku). It is so much fun looking through this book! It is an inspiration for both my fashion sense and my artwork. Keeping it forever and hope to collect all the FRUiTS books I can!
It showcases such a wonderful taste of Japanese street fashion/Harajuku. The photography exquisitely captures the colorful clothing and personalities of random, actual people as they are out-and-about for a perfect up close and personal look - a peek inside what it would be like to walk around the various districts in Japan (especially Harajuku). It is so much fun looking through this book! It is an inspiration for both my fashion sense and my artwork. Keeping it forever and hope to collect all the FRUiTS books I can!
December 25, 2010
Fashion. Fashion. What else to say? The Japanese streets are full of wonders and fashion styles which one would hardly to follow or understand, however the book is well of inspiration. Having small resources or huge one does not matter what matters is effect on viewer and sometimes the impact is really impressive. The lolitas are almost non existing in this book, although there are some of them but on the bearable level.
July 20, 2020
I was scrolling through goodreads and saw a ‘because you liked...’ and my eyes almost literally popped when I saw the cover for this. How could this not be in my list already?
I was obsessed with the outfits in this book when I was a young blossoming artist who loved anime. Not a literary great or anything but an awesome book with such beautiful and creative people, and of course clothing, in it.
Edit: and there’s more than one? My inner emo child is squealing right now.
I was obsessed with the outfits in this book when I was a young blossoming artist who loved anime. Not a literary great or anything but an awesome book with such beautiful and creative people, and of course clothing, in it.
Edit: and there’s more than one? My inner emo child is squealing right now.
January 27, 2008
It is always fascinating to see people treating the adornment of their bodies as works of art. What I find most interesting is the completeness of their vision and the cultural mash-up of many areas of inspiration. A classic series in the rich tradition of youth culture pressing the limits of what is possible in how we dress and present ourselves to the world.
September 21, 2014
Usually I just flip through photography books at a pretty fast pace but I stopped to really enjoy, pick up on and notice every detail in each different outfit. May it be the two-toned nail colors, attached key chains, to the shopping bag they are holding.
A visual feast for the eyes. A rainbow of colors, fun, adventurous, and totally unique fashion creativity all around.
A visual feast for the eyes. A rainbow of colors, fun, adventurous, and totally unique fashion creativity all around.
September 9, 2015
A visual treat! So amazing from a fashion and art perspective; the way the people photographed dress and present is inspirational, original and creative. You could look at this book for hours, there is so much detail on each outfit. There seems to be no rules when it comes to clothing and more is more, it's really refreshing.
October 18, 2015
I have had this book since I was a kid and I still to this day am so glad that I purchased it. I've flipped through the pages countless of times and I still find things that I haven't seen before. It is such a great source for finding inspiration. I would recommend this to anyone interested in fashion, art, and/or Japanese culture. It would make a great gift! And a great coffe table book :)
December 20, 2016
This book is a fantastic photographic documentation of Tokyo street fashion. There is a wide array of people in all different styles of clothing that the photographer captures candidly right on the streets. A lot of the clothes are designer but many are homemade which made the book even more interesting. It's like opening a window into another more colorful and exaggerated world.
May 27, 2008
Even if you aren't a fashion guru it is well worth taking the time to flip through the pages of this book. The creative individual styles of the youth of Japan are startling and entertaining all at once. Great for inspiration when it comes to your own personal attire and craftwork.
February 13, 2011
OK,so I really did not have to "read" this book, but it actually took some time going over the outrageous and sometimes artistic styles of these teens photographed on the street of Japan. This is statement fashion at its best.
December 23, 2007
This is such a cool fun book of vivid imagery from Japanese youth culture. Great mini coffee table book
January 25, 2008
I picked this up a Hootenanny's in The Garage in Harvard Square. It is a compilation of wacky fashion statements from Tokyo's Harajuku.
Displaying 1 - 30 of 82 reviews