6% Doki Doki is a clothing brand and concept shop that was first established in 1995 by Sebastian Masuda, a man deeply involved in arts and the theatre. As director, Masuda is deeply involved in the production, conceptualization and designing of the shop’s products. 6% Doki Doki’s concept is lovely and fashionable, characterized by accessories and clothes in shades of pink and other cute colors. However, despite its “cute” concept, 6% Doki Doki also has an edgy side, making it suitable for the modern Japanese.
Aside from selling clothes and accessories, the company also hosts different events that showcase its products. With Masuda in-charge of all the events (and the shop itself), 6% Doki Doki has earned fame and prestige as a representative of the unique Harajuku fashion.