There are brands that borrow from car culture.
And then there are brands that are born inside it.
BADSEKI is the latter.
Founded by professional drift racer Sara Choi, BADSEKI isn’t a fashion interpretation of motorsports it’s a translation of lived experience. Of grease stained garages, midnight tuning sessions, tire smoke, repetition, discipline, and obsession. It is clothing shaped by motion and purpose, not trend cycles.
Unveiled in Tokyo during Auto Salon 2026, BADSEKI made its first physical appearance through an intimate pop-up in Shibuya. Surrounded by Porsche builds curated by Rocket Bunny Racing’s Kei Miura and Japan’s legendary SUNRISE BLVD, the space blurred the line between streetwear and speed. Cars weren’t backdrops. They were part of the story.
This wasn’t a launch designed for spectacle.
It was a statement of belonging.
Fashion Shaped by Function
Sara Choi approaches design the same way she approaches drifting: with precision, intention, and respect for the craft. BADSEKI garments are born from movement and repetition the realities of motorsport environments where durability matters as much as expression.
Instead of pulling references from “car aesthetics,” BADSEKI pulls from the physical rhythm of the culture:
- The way mechanics move
- The tools they touch daily
- The environments that wear into clothing over time
The brand’s pre-collection centers on elevated essentials crafted from high grain cotton, offered in deep black and burnished mahogany tones. At its core is the 10mm hex nut a universal symbol in any garage. Small, overlooked, but essential. BADSEKI transforms it into a recurring emblem that bridges utility and identity.
T-shirts, sweaters, pants, and caps feel understated but intentional. These are garments designed to live in real spaces: tracks, workshops, city streets, and late night drives.
Beyond the Garment: A Living Archive
What separates BADSEKI from typical streetwear is its commitment to people before product.
For its launch campaign and accompanying docuseries, the brand spent two years documenting figures who helped shape drift culture from the inside. Not influencers. Not surface level icons. But builders, racers, and visionaries who preserved the soul of the movement.
Featured collaborators include:
- Kei Miura (Rocket Bunny Racing)
- Naoki Nakamura (Five-time D1 champion)
- Kota Takahashi
- Ryota Hirakawa
- Jean Christophe Pepino
- Yusef Wallance
- Yasu Shimomukai
- Hyuma Kato
- Satoshi Awaji
- Hiro Sato
Shot across Tokyo, Kanagawa, Kyoto, Osaka, and beyond, the series functions as a cultural archive. It documents devotion. Precision. Lifelong passion. It shows motorsport not as fashion imagery, but as a way of life sustained by individuals who rarely receive mainstream recognition.
As Sara Choi puts it:
“BADSEKI is about people before product. History before hype. And culture understood beyond the surface.”
That philosophy lives in every frame.
Tokyo Auto Salon: A Cultural Intersection
The BADSEKI pop-up during Auto Salon wasn’t about merchandise alone. It was about context. Visitors walked through a space where streetwear met machinery. Where clothing shared oxygen with tuned Porsches. Where fashion and motorsports existed without hierarchy.
Exclusive pieces were available only at the event, reinforcing BADSEKI’s commitment to physical community moments not just digital drops.
What’s Next
The pre collection launches globally for pre-order on February 12, 2026, ranging from $50–$110 USD.
But the vision stretches further.
The full BADSEKI collection arrives in April 2026, promising a more experimental, high fashion approach. Expect bolder silhouettes, more technical design language, and deeper exploration into the space between performance and expression.
Future pop-ups, collaborations, and community driven events are already in motion.
by PINES STUDIOS