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Loic Bizel leads visitors through alleys packed with wild-haired youngsters, makes his way into tiny boutiques tucked beneath stairwells and points out fatigue-inspired jackets, hand-painted sneakers and plaid miniskirts.

Part tour guide and part business consultant, the 32-year-old Frenchman is a “cool” hunter, with a mission to uncover the ever-changing street fads of Japan and translate them into a language the rest of the world can understand.

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