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Prohibit is Power and Ability to bring together
the Old NEW YORK with the NEW.
The Gritty Hip-Hop with the downtown hipster scene.
Our Vision for Prohibit is to combine the two to a New Life Style.
Prohibit Way and Present it to the World. |
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| PROHIBIT HISTORY |
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Fall 2001, visionary and founder Maki Noguchi decided to introduce
Tokyo's eclectic street style appearance to the New York downtown subculture.
Prohibit (pro.hib.it) derived from the word Prohibition. The downtown crew who
coined the savvy name wanted to translate the concept: underground and breaking
the rules means the "streets will speak". Prohibit as a retail platform
as well as a lifestyle brand revolutionized the direction in street wear in downtown
New York City.
Despite the desolate atmosphere 9/11 created among the downtown culture PROHIBIT
NYC opened its doors at 269 Elizabeth Street in November 2001. The stores grand
opening enlivened the area and welcomed "the" downtown art and fashion
enthusiasts. In addition, legendary Fab 5 Freddy, Sadat X, artist Tragedy, and
other notables attended.
PROHIBIT NYC inception garnered exponential notoriety just months after its opening.
The store housed all the prominent Japanese brands such as Evisu, Hollywood Launch
Market, Limited Nike footwear from Japan, Red Monkey Jeans, Bape and many other
emerging new brands. The apparel mix surprised New York's subculture followers!
The store became the 'go-to' place for the downtown hipsters. The store's message
traveled beyond the perimeter of the downtown area to MTV's 'Direct Effect'. The
show aired from the store and highlighted it as "the shop you'll see Naomi
Campbell purchasing her fresh kicks". Jay-Z, Q-Tip, Fat Joe, and Lil' Wayne
have stopped in to purchase threads as well.
PROHIBIT NYC is referenced as a boutique with its ubiquitous brand called "Prohibit".
Tokyo design extraordinaire Kyohei Kanasugi and Kentaro Yoshida masterminded the
real street-wear aesthetic and craftsmanship to create this distinctive Japanese
brand. The duos precision resonates with the awesome detailing on each garment.
The garment fabrication is manufactured in a Japanese factory and custom and exclusive
textiles are designed by their team of designers. The duo has been known to produce/design
"the most innovative details ...custom leather and brass pull cords on their
hoodies. Incorporating Japanese hardware into the garments ex/ custom buttons/brass
loops on denim ....etc.
These unique denim details in the collection caught focus of the LRG chief designer
soon after. Both brands produced the LRG vs. PROHIBIT "dream jeans",
which came encased in a Japanese bento box. The collaboration offered a limited
release of 500 pairs,. More exciting collaborations to come..!!!!!
In keeping with the stores outset vision PROHIBIT NYC featured art exhibitions
by SSUR and offered downtown iconic artist STASH to design the stores logo. Another
notable, MOS Def, expressed his fashion interest with PROHIBIT NYC's brain wizard
Susan Lee.
Today PROHIBIT has become one of "the" most talked about authentic japanese
streetwear brands to come to the United States market . The goal set forth is
to expose and enlighten the japanese sub-culture streetwear mkt to America.
PROHIBIT collection is now currently sold to the top trendsetting retail platforms
in the world....
"KEEP IT IN THE STREETS".... |
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