Up-and-coming and godforsaken? A new brand launches from the label presided over by King Gnu's Daiki Tsuneda. A pop-up will also be held.

Information on a new brand is now at hand. What is interesting is the unparalleled and unique concept.

The brand "hyakki" is led by King Gnu's Daiki Tsuneda, and is the brainchild of Shu Sasaki, Kodai Mori, and Arata Takahata of the creative label "PERIMETRON".

The concept behind the brand was "incomprehensible behavior of humans as seen from a yokai's point of view. The brand name "Hyakki Yagyo," derived from the brand name, refers to the various yokai roaming in a row.

To celebrate the launch, a pop-up is currently being held in "MIYASHITA PARK"! This collection will feature 30 gorgeous items including T-shirts and parkas. There will also be special items with graphics created especially for this occasion. The full look isOfficial SiteThe information is now available at

Visitors to the pop-up will also receive an original poster on a first-come, first-served basis. 3 types are available, but be sure to arrive early as the number is limited.

From December 16 (Mon.) to 22 (Sun.), creative images created for this project will be aired hourly on five screens around the Shibuya Scramble Crossing!

If you are in the area, this is a great opportunity to visit.