Shoichi Aoki

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Shoichi Aoki (青木 正一, Aoki Shōichi, 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,[1] 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,[citation needed] to record and celebrate the freshness of fashion in Harajuku. All photographs in the exhibition were originally published in FRUiTS.[2]



  • STREET (began in 1985)
  • FRUiTS (began in 1997)
  • TUNE (began in 2004)
  • .RUBY (began in 2012)


  • Fruits - Phaidon Press (January 6, 2001) - ISBN 978-0-7148-4083-3
  • Fresh Fruits - Phaidon Press (June 1, 2005) - ISBN 978-0-7148-4510-4


  1. ^ "Shoichi Aoki". Open Space. Fashionjp. Retrieved 28 August 2013.
  2. ^ "FRUiTS: Tokyo street style - photographs by Shoichi Aoki". Powerhouse museum. Retrieved 28 August 2013.

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