The challenge is to convey do whatever you want no bounds of fashion while understanding that people’s feeling about fashion change as they grow. Giving people to right to feel as though they live each decade as they want to without the restraint of fitting in. Japan is a land of people trying to fit within a group and to follow an unwritten cultural rule especially in fashion.  DECADE is a place that gives people a that chance to relish their personal desires with fashion and feeling as though they should be afraid to stand out. It’s their decade to experience and find an expression that makes feel that they can do whatever they want.