In the late 1990s and early 2000s, Cartoon Network had a programming block called "Toonami", where they ran anime shows back to back throughout the night. During commercial breaks, there would be music that played which featured a hybrid of jazz melodies over hip hop beats, thus creating what we know today as lo-fi.
Named after an energy blast move from the popular anime: Dragon Ball Z, Masenko is a fashion brand based on the subcultures of lo-fi and anime. The style I aimed to achieve is a streetwear brand, considering lo-fi is a subculture of its parent culture, hip hop, where streetwear is predominantly worn.
Pink and purple are the primary colors of this brand, representing sakura flowers (Japanese cherry blossoms). The cool-toned colors give a relaxed and chill vibe. There’s also a lot of black used in the apparel, representing the night theme of staying up late. The brand includes clothes such as baggy t-shirts and hoodies, as well as fun novelty items such as a USB drive and enamel pin.
This video promo shows what a pop-up event would look and feel like.