A Japanese fashion brand launched by Takeshi Osumi in 2004. The predecessor was "SWAGGER" which started in 1999. The brand concept of Phenomenon is "music". With a focus on dance music, he mixes various types of music and expresses them by transforming them into clothes. The brand name comes from the title of the song "Rap Phenomenon" by the rapper "The Notorious BIG". P+M (PHENOMENON+MCM) is a collaborative label with luxury lifestyle brand MCM.