Undercover by Jun Takahashi is a label interested in thinking, in the social, in politics... sort of. This is all pretty clear from the statement released with Fall 2010's "Avakareta Life" collection, which I'm reproducing here
from A BLOG:
“THE MENTALITY OF REVERSE RUNNING
Current ready-to-wear collections are primarily aimed at celebrities or fashion insiders. This fashion produced for the catwalk only lives in the magazines, it is totally detached from reality. This ‘unreal’ system is sustained by the fashion and marketing industry. On the other side, mass-produced and cheap clothes now determine fashion trends. But is their any passion embedded in this soulless mass production of cheap production? Promotion and marketing consume most of the money the sales of these clothes generate. Ordinary consumers are attracted to fast fashion chain stores and even form long queues outside them. Money has become the new authority, this is the new trend. Everything has become associated to money. Is this what fashion is ultimately about? What role does fashion or design play in this scenario? The reason why we at Undercover like to pursue fashion is because we believe that fashion enriches our daily lives. Although our clothes may not be the one, they are still properly designed. We try to embed love and passion into every single item we design and produce. This is our style. It would be great if more consumers would support our philosophy of this. Our aim is to build a community of like minded people who strive with us towards a different reality where the true values of fashion matter again. Last collection’s theme was Less But Better. With our current collection we continue this philosophy whilst at the same time extending it by integrating issues of daily life. We call it Undercover”
Continued after this on A BLOG: "Such revelations were translated with equal parts sincerity and sardonic wit – with accessories in the shape of milk bottles, onions and baguettes, and plastic bags emblazoned with “not buy unnecessary things”. A leather envelope satchel was printed like a newspaper with one of Jun’s GRACE dolls*, continuing this theme of strengthening and adding a permanence to the throw-away aspects of modern society."
You can see some of these plastic bags and accessories employed as props in the lookbook that revealed the Fall collection. Undercover has not produced a runway show for a number of seasons now, in keeping with the insistence that fashion respond to life rather than marketing campaigns and fast trends. The images are of Jun and his wife Riko in staged scenarios reflective of the desire to create very wearable pieces.


Love these sweatpants with boots. The hobo chic stylings here are also OK with me because they are not boho. There is an important difference.


Great coats. Not sure how I feel about these boots, but the colors are nice.


Again, with the coats. They are just nicely designed and aren't begging F21 to churn out some knock-offs.
And of all the coats, I'll have this one please.
Again, these are all about the simple, well-designed basic wardrobe pieces. I love the different shades of dark gray, varying fabric textures and coat lengths and cuts. Ultimately, though, these clothes aren't about me making grandiose declarative statements. I don't particularly love any of these things. I'd probably wear most of them. And maybe that's the point. Then again, I'm aware that from a marketing standpoint, I'm intellectually primed to be receptive to a message such as the one at the top of this post, with its anti-marketing sentiments designed to sell clothes. Oh, irony. Will you ever truly be over?
*For those not familiar with the Grace dolls they look something like this:

Jun has recently been
staging doll-making sessions at events including clothing presentations and the recent launch of Undercover fragrances (the image above is taken from the latter,
detailed here, where you can see the doll-making in action).