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.
"The people in the streets are very creative," Bizel said, pointing to a young man wearing baggy shorts on top of long pants, a look that's all the rage in Tokyo. "The search to be unique, to be different, creates style."