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Fruits is now better known abroad than in Japan The magazine has a cult-like following in Japan has been documenting Tokyo street fashion since 1996. Aoki first started documenting street fashion in London in the mid 80s. I taught myself how to take photographs from books. At the time Japan se fashion wasn't free at all. The normal street fashion in the UK was free and really cool. In the early to mid 90s things were beginning to change in Japan Harajuku fashion became really interesting and fun. Aoki recalls: You had this small group of trendsetters, perhaps 10 to 20 people. Whenever they came up with something new, others would soon imitate them. To record this creative explosion of fashion, Aoki started up Fruits, focusing almost exclusively on these wild Harajuku trends. Fruits is not your average fashion magazine. It is printed on relatively cheap paper without all the expensive advertising of the mainstream fashion magazines. There are no fabulously looking models which you will never ever meet in real life. Instead there are real people, usually staring zombie-like straight into the camera. Fruits is published by Street Henshushitsu, which also publishes STREET and TUNE.
