Hiroaki Shitano started his brand Whiz for the autumn/winter season in 2000. Keeping the concept of individual clothing in his mind, he established the original Tokio street style which has spans many and various categories. After three years in 2003, the brand which has started with handmade printed t-shirts changed its name to whiz limited and opened its flagship store Lump Tokyo in Harajyuku. His objective was to preserve the original vision and philosophy behind his brand. By october 2011, he showed his 2012 spring/summer collection on the stage of Tokyo collection, which is the top runway show in Japan and one of the most important exhibitions in the fashion world. Now he has reached a position which allowed him to send local fashion culture worldwide.