How I Built a Successful Anime Fashion Brand in Japan

[@Keityan-]

Joey out here making a clothing brand just so he doesn't have to watch anime. Respect.

[@Natsu0543]

The likes are perfect 911 donrt change it .☠☠

[@rja62b]

it's lowkey just youtuber merch tho

[@asi3d5]

@@rja62b its highkey not tho where do u see the words the anime man on the clothes

[@cesruhf2605]

@@asi3d5 to be fair he already has a huge established audience which is the only reason its successful in the first place, not trying to be mean, its just business

[@deezekii3479]

@@cesruhf2605 initially it does gets the word out about the brand, but success is a long road, japan is pretty big in fashion, I wouldn't be surprised if majority of their buyers don't even know him

[@joshuac2991]

Joey is doing it right. Who knows what the long term survival of being a youtuber is. Make use of those connections and skills you have gathered and diversify and build your own career path.

[@sorenjunkers3834]

he has done a lot of things right like leverage being from a rich familiy and monetizing on the japanese culture boom on the internet

[@jabon_99]

@@sorenjunkers3834😂😂

[@slavsit7600]

@@sorenjunkers3834 damn

[@ibeatmeat4feet]

​@@sorenjunkers3834 pretty much sums it up lol

[@Sevilou]

So now it's The "Business" Man. Got it. All power to you.

[@RicherDaniu]

He sells anime clothes he be the anime man of the fashion scene

[@Sevilou]

@@RicherDaniu cope harder

[@code066funkinbird3]

Probably ​@@RicherDaniu

[@Rkanegaming-e]

so basically Joey's the founder, endorser, the model and the stock clerk. lmao

[@xcjsmith5310]

It is the best way to do business now, staff attitude is the main reason many don’t hire, or may be Joey don’t want you to know the dirty stuff of the business like what MrBeast do, more staff means more risk of expose

[@UrLocalGothGf]

​@@xcjsmith5310The staff issue you're referring to is mainly a western issue though so more than likely not what's happening here

[@aliffaiman614]

​@@xcjsmith5310we are not doing that here buddy, "dirty stuff" lol

[@americanbystandard]

That’s literally every start up atm lol.

[@Collsaur]

Basically enterpreneur /businessman in reality lol

[@AlfredoMagbual]

18:00 ayo that’s me! i had class right before coming so i made sure to be the first one to arrive and grab my pieces haha. really cool stuff and huge congrats to joey and the team :))

[@bravewryy6781]

W mans

[@michaelherrera4914]

W

[@JustRandom.7]

W

[@random_d00d]

That's so awesome you were able to attend! and saw Joey too, W

[@SupaPatt]

that black kimono dress is awesome

[@Vicioussama]

wait where was that?

[@vermillio1789]

@@Vicioussama I think they meant the dress that Haru, the designer, was wearing

[@nova_alma]

she looked so good! and her curly hairstyle too? gorgeous!

[@sincereee___]

she's a dime

[@00Human0]

​@@nova_alma Yeaa she killed that look

[@sow_scout4989]

Chris opening his bar in Shibuya, Joey having his launch there too. These guys are doing a great job! Oh and Haru feels like an anime character. The serious looking sensei you don't wanna mess with, but that everyone loves.

[@shravansujith6993]

Haru reminds me of Shiki Ryogi from Kara no kyoukai

[@primecloud]

oh is it the bar pewds mentioned in his vlog?

[@sow_scout4989]

@@primecloud yessir. Called Lost

[@ariellerico3205]

Just watched Mudan's video now it's time for Joey

[@RezBoaDawg]

So real

[@zangetsu3873]

Real asf

[@Ichi4373]

Likely still edited by Muda

[@kioalne]

Real

[@ghostagent3552]

Funny how I'm also reading your comment as if Mudan was the one saying it lmao

[@nikoladrca5324]

Ngl, the Popup looks very nice! I really like the neon lights and the logos of all the brands at each corresponding section! Congrats, Joey!

[@versusdxxth_4928]

Many kudos to Joey for showing the ins and outs of the brand. Every drop features incredible feats of creativity for the streetwear scene.

[@nova_alma]

This is absolutely AWESOME!*-* When I was teenager I've always wished anime could be translated into fashion (non cosplay) and nowadays with brands like NONSENSE, that's totally possible! Please, make more videos like this (actually please show us more of your fashion side on this channel, I'd love to know more about your brands recommendation or suggested fits)

[@aiden2906]

Just that initial introduction to everyone and they all look hella stylish man

[@ASipOfT]

I can't believe I was just there yesterday! The reversible Makima jacket was sick. Again, just wished I could have come up to say hi but didn't want to interrupt you with other people. Congrats again on such a huge achievement!

[@PostTimeskipSam]

Congrats, this is so cool! I would love to see more Nonsense behind the scenes videos in the future!

[@HouseMDaddict]

Joey, I gotta say this was incredibly cool to see a lot of the behind the scenes! Seeing your videos when you were first planning on developing a clothing brand, to the launch of your website, to now seeing you have a pop up shop and a very successful business is AMAZING. Really happy for you!!! Been great to see your journey and your success!!!

[@RoninDude8]

I'm so proud of the nonsense team! I'm so happy that they've come so far with this online clothing company. Btw, you guys should collab with Godzilla and Cowboy Bebop!

[@jorgeasaur]

Awesome to see some behind the scenes of your project/business, glad to see the growth of it

[@waster119]

you should make more videos like this about Nonsense, was pretty cool seeing the behind the scenes. Maybe you can do a video each about the day in the life of your designer, marketer etc does to come up with new ideas etc to help the business!

[@AeonTon]

Step 1: have a massive following before starting

[@darkmatter411]

no Step 1 is the goal the vision, step 2 is figuring out how step 3 is have an audiance and that can be pre existing or gained in the moment

[@f.p1758]

Well I stopped watching most of his videos, so his yt viewers are likely dropping Well perhaps thats why they're doing trash taste, since thats what i see of joey the most

[@vllajko306]

That's called marketing 👍

[@LeoZamora]

Man, I'm honestly just so proud and happy for Joey and this team bruh

[@MyuNeptune]

Restock of Cyberpunk stuff and i'm currently jobless. Such is life. Congrats on pop up!

[@jessiewionzek4832]

This is SO COOL!! I love seeing behind the scenes of how businesses like this come together. It's such a mysterious world when you're not involved in the industry at all. Thank you for sharing this amazing experience! Best of luck with the popup (not that you're gonna need it)! Also, there's a joke about the showers and people buying Drip in here somewhere... :p

[@Gilraen15]

congrats on the pop-up shop for your clothing brand, Nonsense! Wishing you and your team much success! 🌠🌃

[@_Cyborne_]

Joey da man! Was expecting this after Mudan's video.

[@AyoLaww]

Man I remember the old anime videos back in the day and now you're starting a business. Great stuff man. Huge inspiration.

[@patrickretsel7048]

Congrats brother the store is awesome……. I know you’re going to smash it……..thanks for sharing your journey.

[@sadandhappy6503]

Holy shit. I did not REALISE how LEGIT nonsense was. I knew it was good and sold lots of clothes but Joey- my god… never bought anything before but definitely thinking about getting some things.. especially if they ship to NZ

[@cheyennemoore8380]

Thanks for this bts, Joey. I loved seeing how you built this company. Enjoy your new pop up!

[@Cyphule]

1:15 unparalleled aura from all of them

[@GraceLum]

you and the team really have outdone yourselves! I'm only halfway through the video but I hope the popup is super successful idk how long you will keep your popup shop up for but if its still around by the time i visit japan I'd love to pickup some pieces

[@ktsempai1106]

This is so inspiring. I've been wanting to build my own clothing brands for a long time now.

[@CamKoudo]

Joey is simply built different, I don't think I've ever seen a clothing brand by a youtuber that has this much drip!!!

[@alchemicfanatic]

Congrats!!! 🎉🎉🎉 So cool to see the growth. The site, the pop up, the colabs: it's amazing to see the vision come to life. Well deserved!

[@ammaranuar2544]

Drip collab with 3 popular anime as a new clothing brand is WILD. Nonsense really hit the ground running.

[@Pepsiisgood]

To be honest this brand's style looks a lot like Zenless Zone Zero's, so a colab with them would be nice too~ Actually sick how far you've come with this brand

[@-B.H.]

For sure need to bring back more of the cyberpunk collection!

[@hug-the-raccoon]

Best of luck for you Joey! It looks fantastic!

[@The_Foil]

Congratz Joey! Best of luck!

[@Amavisaj]

I know im just a viewer, but Im so proud of what you're doing. You have taken your craft and branched out. You've EVOLVED. congrats.

[@susanlamb4032]

If you build it, they will come. Good luck in all your ventures.

[@cto3262]

Congrats Joey and the team !! Haru is so beautiful, omg

[@CritterCrossingFam]

Congrats!!! I stopped in the Radio Eva shop back in March. I was like, no way, is Nonsense going to be in the Shibuya Parco?! When I turned this video on. Absolutely epic.

[@vustvaleo8068]

kudos to you Joey reaching new heights, also I really want those Eva shoes.

[@DFlight12]

Hey Joey, I love these types of videos. I'm a big fan of watching people talk about the thing they're deeply passionate about, like your clothing brand. This was a great behind the scenes video, thanks for the sneak peak!

[@SamTheGumMan117]

I watched Mudans vid earlier and that was a great look at the awesome line of people ready to buy some stuff and all the dope merch itself but man this is really cool seeing some of behind the scenes things yall do. Also congratulations Joey with the whole nonsense crew 👏 LFG

[@m2mdohkun]

10:14 whoaaaa.... What an awesome wall art!

[@davidfrost5995]

So happy to see you succeed joey, its really nice that your doing what you want to be doing

[@kyo121694]

From concept to reality. Congrats on the successful pop up! 🎉

[@AVJHalonen]

In the introduction of the staff Haru looks like she's using one of her "kage bunshin" there for the camera as the real her works somewhere else.

[@The.Meshhh]

Love this video! Hope he makes more of them and also actually addresses how he built this brand!

[@Jaketin]

Still wondering how he built a million dollar anime fashion brand after completing the video.

[@aliasone9827]

basically just have huge following on youtube

[@lukedumoulin8204]

@@aliasone9827 helps that his anime collabs are being sold in the hottest spot for anime in the world

[@COSMICfartDUST]

Fan boys + over priced merch = profit

[@c8k5]

​@@aliasone9827 and lots of sponsorship deals

[@saxenart]

Lots of money and make lots of connections with people who have much knowledge of it

[@jylyxx]

Kudos man, sick collabs, wish I could be there.

[@joshuadelossantos2954]

Super cool! Would definitely love more behind the scenes stuff for Nonsense!

[@leighleroux]

you killed it bro, we met at comic con Africa, it was a pleasure meeting u

[@sabercat5490]

Where in Africa do the have comic con? My guess is South Africa.

[@bluebay1031]

​@sabercat5490 I mean...South Africa maybe has the *most* of them, but there's comic conventions all over??? There's no region of Africa that has absolutely *no* means to host a convention?

[@xxDxxism]

@@sabercat5490 bro thinks Africa is just villages & animals

[@magno172]

@@xxDxxism dont forget tigers, lions, hippos, and giraffes.

[@sabercat5490]

@@xxDxxism No. Not at all. He just said Africa. That's not specific. That's like saying I saw Joey in Europe and I be like where in Europe. Obviously, if you know where, you don't need to know the context but for someone who doesn't follow news about when cons happen I was just currious. Also I said South Africa because that the 1st African country that came to mind to have a con in the 1st place.

[@rcvs1]

I had seen you on 'Sharlameon' (spelling) vids and also, like you said; "What does he do?" Well, I am a 76 year old guy living in L.A. and I must say that I am impressed with what you all have created. Possibly because my field is in architecture and design in general. However, I am amazed at the absolute attractiveness of your designs. They are really unique and compelling. Just wanted to tell you as I am amazed at how much I am drawn to what you all have created and how compellingly attractive your items are to me. The shoes are remarkable. Thanks; Ron

[@gameboyadvancesp2069]

Great video as always Josh keep it up

[@TheCritic609]

I went to the shop today! Haru and the team was very helpful. I found the price to be very reasonable and got the cyberpunk blue bomber jacket. Happy to support Joey and the nonsense team❤

[@MondoPaolo99]

can't wait to come and check out the store when I visit Tokyo, hope to see and buy lots of stuff from you!

[@syarifsaiya1040]

8:57 that coffee position asking to be spilled over lol

[@KD0083]

Haru kind of bad though 🔥🔥🔥🔥🔥

[@mithu2005]

who is that

[@cto3262]

Her style and presence is stunning

[@rabbidcarrots09]

@@mithu2005 The designer

[@shravansujith6993]

She looks like Shiki Ryogi

[@mithu2005]

@@rabbidcarrots09 oh

[@アレックスの部屋-s9h]

thats sick dude having collabs with the biggest cyberpunk animes and chainsawman in the best location ever is more than just respect.

[@maggiewang1336]

Great work Joey. So happy for you!

[@RyzawaCh]

Always lovely having Luke around, what an OG!

[@mango_pulp]

Joey and NØNSENSE are for real out here inspiring me to dress how i actually want to look

[@JayPlazma]

Dude the chainsaw man merch goes hard! The necklace in particular was a fantastic add

[@slashstuck6391]

First video of yours that I have ever watched; and this was incredibly interesting! Really interesting all throughout; would love more insight and documentary/ vlog style content like this! Especially about fashion. Thank you, Joey. :)

[@jongaea]

so jealous, i wish i lived in japan...but i saw nano got a picture with you!!! I LOVE NANO CAUSE OF YOU !!! big props, congrats joey, not everyone can jump into the clothing market and actually make it. hell yea

[@LegalSenpai]

Excited for the video, but it was weird this didn't come up in my feed.

[@MaraqoiLProductions]

Definitely will be snagging some! Also, we are gonna need some of those posters!! Super sick man. Congrats to you and your team!

[@Densetsu_no_hakkuri]

Step 1: build a successful social media presence first. Step 2: make a lot of money off of said social media presence with various brand deals, adsense etc. Step 3: diversify your portfolio by literally creating any business under the sun and glazing it through your social media community. There I saved everyone time watching the video

[@r00k917]

Haru looks awesome! That Kimono look rocks!

[@spiele_maus]

The Anime Man transformed into The Business Man

[@Emily.J.]

I got an ad for your brand earlier this week and I had no idea you had anything to do with it! Thats so cool, i love the logo/mascot! I wanted to go to the advertised pop up but its too short notice to go to Tokyo, despite living in Japan 😅 i hope there are more events

[@kaibrenker6056]

This is so cool! I bought one of the first nonsense lines of clothing back in 2023, the all black button up with the red nonsense patch, and loved its shape and material. Glad to see the brand continuing to grow and integrating with the Japanese fashion scene. Haru has really cool style BTW

[@johnnyquiddd7281]

Our boy Joey really made it guys 🫡✌️😁 He paved the way and proved to the whole world that an anime fan/ otaku can actually be a productive member of society ✊💪

[@SosoTheMenace]

they too expensive , a jacket is almost 200 euros. dawg these prices be to the roof ngl

[@diegosupremacy570]

it better give me invisibility and flight for that price

[@mairi_de_provenca]

Congratulations, Joey! What specifically are you referring to with *million dollar* in the title? Is it valuation, profit or revenue? Also, in what timeframe? As a business enthusiast, my questions come from a place of curiosity. I'm not doubting your business success and further growth potential whatsoever. ✌️✨ Also, what moved you to pick the Norwegian/Danish/Faroese letter *ø* if it's pronounced like a regular English 'o' in your business name? 🌎 Keep up the great job with the stylish NØNSENSE designs, Joey! Also, thank you for sharing some BTS. 🧡

[@ZeroXSEED]

Most likely million-dollar capital.

[@Bloodcrave87]

​@@ZeroXSEEDAin't no way 1 mil is just the capital Most likely combination of capital, inventory, assets and liabilities

[@mairi_de_provenca]

@ZeroXSEED @Bloodcrave87 That's exactly the reason why I asked Joey himself to clarify what precisely he means with 'million dollar fashion brand'. Different people interpret the title in different ways and assume different things, including both of you. You can make any assumptions you want. They may be right or wrong. But at the end of the day, it's only Joey who knows what he meant with the title.

[@DavidCruickshank]

"what moved you to pick the Norwegian/Danish/Faroese letter ø" It will almost certainly be chosen for aesthetics rather than actually being the character ø.

[@remopiwak6026]

Joey it makes me so damn happy seeing this pop off!! Wish I could be in Japan to visit

[@temporamen]

Joey the boss man, cool to get a glimpse at the business. All the best!

[@PrettyDeadNightmare]

It’s nice that your brand/designers are including elements from the characters/anime. And not just essentially slapping on a screenshot on a t-shirt and calling it a day. Very refreshing to see.

[@lrYaN1994]

Not to glaze but I'm really impressed by the products and IPs your brand has produced/ collaborated with so far. Congrats to you and your team!

[@Anon-ee6ir]

That chainsawman power jacket looks hype af but 200$ ?!

[@faroffdreams]

Every time Joey & Team come out with a new line for the merch it's always SO good looking! (Wish I could buy nonsense clothes but I sadly sit in the past XXL plus size corner 🤣 I know how challenging it would/could be to make and ship plus sizes for these kinds of brands so this isn't a bash on Nonsense in anyway. I can still very much enjoy the designing and buy things like the bags and hats if I wanted! 🙌)

[@ohleaveasong9401]

Congratulations Joey and Nonesense Team! 🥳

[@agenthal]

Love the looks! Hope you consider doing more extended sizing in the future, as well as using different size models to see how they look on different body types! :)

[@ingloriousdane]

Best of luck with your first ever pop-up shop 💪🎉

[@RJ-kg5fe]

Really cool to see how the whole process of making the clothes went. And so happy the pop up became a reality

[@avfx]

Nice Work mate. The Evangelion color set is perfect. I spotted that in the design before the text stating Radio Eva as the design studio. Kudos for a nice brand IP crossover actioned well. Good luck to the whole team. AV AudioVision ...AV artist n tech since 1989 to 2024.

[@SnowAnayathatweirdgirl]

Doing everything but watching anime. Gotta respect the grind. Definitely love the clothes did a really good job on the designs and fabric. Bought a NONSENSE shirt so soft and breathable.

[@OnizenArt]

Seeing those crt TV's is making me think you guys should also get in contact with Mihoyo for a Zenless Zone Zero collab

[@ScarletRigmor]

I preordered a chainsaw man shirt, the moment i saw it being shown in the video. I like it that much 🙏

[@tylergran1]

I'd like to see more original pieces focusing around null it's a really cool character! you should also make some null vinyl art figures

[@johnmartinez-valentin5427]

Those crt tvs are like nostalgia very cool

[@Sean_S_00]

Massive respect for Joey and his team

[@charlieharper6377]

Love this video idea, haven’t watched the video yet.

[@bravewryy6781]

Actually so proud of Joey as a graphic designer bro is living the dream such an inspiration honestly love the pieces favorite piece is the red chainsawman power jacket the patches are spaced so nicely I love the variation between screen print patches and even stuff like the puff/embossed pochita on the tote bag absolute fire and the icing on the cake is the official collaborations with the IP's that's Joey's networking coming into play bro is the final boss of networking actually insane unfortunately I'm a broke uni student atm so ima have to get my bread up to get any of the drip in the future idk if they'll ever re release any of these but ik the pieces will be fire regardless would love a One Piece collab or Jojo's in the future maybe hopium but also Hajime no Ippo would unironically go hard I'm full on glaze mode rn because I love designs like this probably my favorite brand coming out of the anime inspired clothing world

[@Jirouchou]

What's poppin', The NØNSENSE Man!

[@defendingchampion]

The conversation with Dongshan Ken going from english to japanese back and forth was facinating. Glad to see it happens

[@zulyenam8282]

Haru in the black kimono.. absolutely stunning..

[@Solingen1000]

blluist on twitch. her channel

[@slipperysteev]

Love your content! Only beef with that Chainsaw Man promo was (as a consumer) I'm not a 20yr old drug addict, club junky that's thin AF lol. The video focused more on the music than the product. And when the product was actually visible it was only for a second that you saw a focused flash of what anyone might want to buy. Someone wanting to invest in your products would probably appreciate something more focused on the actual product and design, rather than some rave induced music video with kids that should probably eat something.