ALICE HOLLYWOOD DROPS SS26 IN TOKYO MARCH 13 WITH NUBIAN EXCLUSIVE

## Shane Gonzales Brings California Cool to Tokyo ALICE HOLLYWOOD designer Shane Gonzales draws inspiration from his Southern California upbringing, and March 13 marks his biggest Tokyo moment yet. The three-day pop-up at NUBIAN stores nationwide launches with exclusive designs and the SS26 collection hitting shelves Friday through Sunday. Gonzales built ALICE HOLLYWOOD on emotional connections to his roots after launching earlier in 2024. The brand represents his modern interpretation of early 2000s street culture through luxury aesthetics. ## NUBIAN Partnership Powers Japanese Expansion NUBIAN has held its position for over twenty years as Tokyo's streetwear destination. The partnership with ALICE HOLLYWOOD spans six locations including Harajuku, Osaka, Shibuya, Nagoya, and Sapporo. NUBIAN Harajuku operates daily from 11 AM to 8 PM in the heart of Tokyo's fashion district. The retailer's New York-meets-Tokyo streetwear selection includes Rick Owens, Balenciaga, and Protocol Index. ## Celebrity Endorsement Drives Global Demand A$AP ROCKY, DESTROY LONELY, and BLOODY OSIRIS support the global fashion brand. This celebrity backing transforms ALICE HOLLYWOOD from startup to cultural marker worn by music and fashion insiders. Shane Gonzales previously designed MIDNIGHT STUDIOS, worn by Playboi Carti and Lil Uzi Vert. His transition to ALICE HOLLYWOOD represents a return to his aesthetic and emotional roots. ## Signature Details Define Brand Identity Metal embellishments on hat brims and hanging leather lighter holders distinguish ALICE HOLLYWOOD pieces. The iconic logo nods to West Coast Choppers, redefining fashion's connection to west coast culture. Lighter clips began as personal accessories Gonzales added to caps and jackets before starting ALICE HOLLYWOOD. The detail evolved into the brand's signature motif across every category. ## Pop-Up Strategy Builds Scarcity and Hype The brand sells through pop-ups in various countries and remains difficult to obtain worldwide. This strategy creates artificial scarcity that drives collector interest and resale value. The Tokyo launch follows successful collaborations with Ksubi for a 14-piece capsule and SSUR for the "Comme des Fuckdown" collection in June 2025. ## Harajuku Installation Elevates Brand Experience The NUBIAN Harajuku location features a commemorative installation beyond standard retail. This experiential approach reflects NUBIAN's strategy of fusing shopping with events through pop-ups and brand activations. March 13 represents ALICE HOLLYWOOD's commitment to physical retail experiences over digital-only drops. The three-day window creates urgency while the installation provides Instagram-worthy content for fashion enthusiasts.