The popular Japanese fashion app 'Wear' is coming to America. Designed to allow users to browse and shop streetwear styles in real-time, and encourage personal style, Wear currently has seven million users in 21 countries.
The app's existence and success is a testament to the fact that dictating what's popular in fashion in this age is in the hands of the people -- what's hot isn't exclusively determined by design houses, but by people. Japan's most popular users, known as 'Wearistas,' have even been elevated to celebrity status through use of the app.
Wear also makes shopping for popular items exceedingly easy -- brands are identified in outfit photos and users can easily continue through to browse similar looks. But just because the app has great shopping features, that doesn't mean users will be corralled into buying. Masahiro Ito, Wear spokesperson and force behind the American expansion, told Vogue, "It is not ad-driven, not sponsored; it is a very pure place where the purpose really is to get people excited about fashion.” It's all in the spirit of keeping fashion in the hands of the people.