Between 1999 and 2006, before fast fashion and social media changed the world forever, Kyoichi Tsuzuki published 87 installments of his "Happy Victims" series in the fashion magazine Ryuko Tsushin. In cramped spaces across Tokyo, these anonymous disciples gleefully detailed the ritual and sacrifice of their brand obsessions. A Buddhist monk with a habit of shopping at Comme des Garçons, an Alexander McQueen collector eavesdropping on his neighbors through thin walls, photographed at home with their collections before them—Kyoichi's antiheroes exist parallel to the universe of fashion, fame, fantasy, and glamour. "Happy Victims" was first published as a book in 2008. Long out of print, this edition follows Apartamento's reissue of Kyoichi's earlier seminal work, "Tokyo Style." The new hardcover design includes an updated foreword by the author, Japanese photographer Kyoichi Tsuzuki, and an introduction by Isabella Burley of Climax Books.

Although the cover and band have been completely redesigned in collaboration with designer Han Gao, the book's interior maintains a simple, documentary format: one happy victim per page, with Kyoichi's photos complemented by a brief commentary on the individual and their daily routine. Not belonging to the upper class, goths, lolitas, and the most discerning Margiela fans also have to go to work and find time to take care of their clothes.

About Kyoichi Tsuzuki
Born in Tokyo, Kyoichi Tsuzuki is an award-winning photographer and former editor of iconic publications such as Popeye and Brutus. He received the Ihei Kimura Award in 1996 for his first photographic exhibition, Roadside Japan, and has since exhibited at the White Cube Gallery in London, MUDAM Luxembourg, Galerie Da-End, and other galleries. Kyoichi is also the author of Tokyo Style, a cult classic reissued by Apartamento in 2024.

About Isabella Burley
Isabella Burley founded Climax Books in London in 2020 as a space for rare editions, and in 2024 opened a branch in New York. At 17, she started at the Dover Street Market bookstore with Comme des Garçons, and later served as editor-in-chief of Dazed & Confused from 2015 to 2021. Her other appointments include Helmut Lang and Acne Studios.