Q & A with Fashion Brand ACDC RAG


Tokyo, Japan based Designer

Can you introduce your brand and yourself in a few sentences?

We are Harajuku style fashion brand, ACDC RAG. I’m Rimma Doi, director and designer for ACDC RAG. Harajuku is the most sensational fashion place in Tokyo . We have been in business here for 40 years. Our brand concept is “No Borders” and it encourages freedom of expression. We love freedom.

What sparked your interest in fashion design?

My father started this company and since elementary school I was watching him. I realized then that I wanted to create something by myself.

Can you describe your creative process?

I go to my office in Harajuku, open my laptop, create our designs and get a flight ticket to china to produce them.

What is your favourite part of being a designer? What drives you to design?

Customers smiles is my favorite part of being a designer. This gives me motivation to continue.

How do you find working as a designer where your brand is based? Has the culture/surroundings affected your design aesthetic? Do you feel connected to your home?

Our shop is in Harajuku so we are surrounded by its culture and history. Harajuku feels like a home where I get a lot of inspiration from.

In anticipation of your runway at Vancouver Fashion Week, what are you most looking forward to?

To watch movies at the airplane, to eat Vancouver local food and make new friends.

What is the inspiration behind your S/S20 collection to be showcased at Vancouver Fashion Week?

Our S/S20 collection is Neo Japan which we started from 2017. Neo Japan is a combination of Japanese traditional style and Harajuku edgy designs. There are so many rules and manners in Japanese society but we want to try to make new possibilities of Japanese fashion. We will also show for the first time our collaboration with the famous anime, Evangelion.

What are hoping are the reactions from audiences seeing your designs (perhaps for their first time)?

To have fun and enjoy it!

Thank you for speaking with us, Rimma. We look forward to seeing ACDC Rag on the VFW runway!

Photos contributed.